Google Analytics: from beginner to expert. Digital promotion and consulting services WebProfiters Google analytics courses


Who is this training for and what does it give:

  • It will help you learn a new highly paid profession and open doors to large advertising agencies and companies.

    • Marketer

    The course will give you the opportunity to analyze cost-benefit data across all promotion channels, analyze your audience, and allow you to properly optimize your budget.

  • Analyst

    Beginner or expert. The course will provide professional growth, a salary increase and relevant, applied knowledge in web analytics.

  • Business owner

    It will help increase income, assess business risks and opportunities, and provide growth points for further development.

About the course

Web analytics is the foundation of your business. The ability to understand, evaluate and effectively develop your business on the Internet. The Unibrains educational program will allow you to put into practice the most powerful web analytics tools to increase the effectiveness of commercial KPIs.

You won’t have to do a little bit of everything, but will get the opportunity to plunge headlong into the fascinating world of web analytics and set up analytical systems with your own hands, from basic settings to the most complex and truly unique ones.

  • You will get to know personally the experts who were at the forefront of the formation of the Russian school of web analytics.
  • Configure analytical systems with your own hands to meet current needs and business objectives. Get Google certification and REU certification. G.V. Plekhanov.
  • Learn to analyze information presented in analytics systems, draw the right conclusions and make decisions supported by numbers.

  • Introduction to Web Analytics

    • What is web analytics and how it can help a business.
    • Operating principles of web analytics systems.
    • Building a web analytical model.
    • Cookies in web analytics.
    • Methods of collecting information about visitors.
    • Data accuracy and statistical errors.
    • What is a web server, client-server. Technologies: HTML, CSS, PHP, JS, IP, DNS.
    • Hosting, Server, Client, GET, POST, HTTP, FTP, CMS, DB.

  • Goals, objectives, KPIs

    • Definition of KPIs in web analytics.
    • What is DRR, ROI, CPC, CPM, CPO, CPA, conversion, CTR.
    • Calculation of basic financial indicators.
    • Macro and micro conversions.
    • Campaign optimization levels.
    • Tracking actions on a website page.
    • Marking of advertising campaigns.
    • Sales funnel. Analysis: impressions, clicks, conversions, sales.

  • Monitoring business processes on the site and administering Google Analytics

    • Set up your account, property, and GA views.
    • Setting goals and their values ​​in GA.
    • Filters, configuration and application in GA.
    • Events and virtual pages in Google Analytics.
    • Expression matching types.
    • Regular expressions.
    • Electronic commerce.
    • Setting tracking codes.
    • Call tracking: what it is, how it works.

  • Google Analytics Interface and Administration

    • Introduction to the Google Analytics interface.
    • Differences, advantages and disadvantages of GA.
    • Limitations available in GA.
    • Reports from the Audience, Behavior, Conversions, Traffic Source group.
    • Real-time reports.
    • Personalized reports.
    • Data segmentation. Extended segments.
    • Reports and alerts in GA.

  • Data analysis

    • Methods for analyzing traffic sources.
    • Setting up extended segments in GA.
    • Different approaches to data analysis.
    • Dynamic data analysis.
    • Methods for comparing data.
    • Search for patterns and dependencies, determination of seasonality.
    • Formation of conclusions.
    • Attribution data analysis, cohort analysis for evaluating advertising campaigns.
    • ABC analysis, XYZ analysis, RFM analysis and FMR analysis.

  • Electronic commerce

    • Advanced e-commerce: challenges, benefits.
    • Setting up e-commerce.
    • Setting up advanced e-commerce in Google Analytics and Yandex.Metrica.
    • Technical specifications for developers to install e-commerce.
    • Differences and advantages of advanced e-commerce from conventional commerce.
    • Problems and errors when installing regular and advanced trading.

  • Advanced settings of analytical systems

    • Loading expenses, income. Data analysis.
    • Import data.
    • Custom parameters and metrics.
    • Offline conversion tracking.
    • Integration of online and offline data.
    • End-to-end analytics, complex integration of various systems.
    • Multi-channel funnels and conversion attribution.
    • Passing ClientID to custom dimension.
    • Call tracking: how to integrate with analytics systems.

  • Google Tag Manager

    • Introducing the GTM container.
    • Analysis of the GTM interface.
    • Configuring the tags of the main systems.
    • Setting up tracking of interaction with the site.
    • Terms of reference for setting up various systems and actions.
    • Terms of reference for setting up advanced e-commerce via GTM.
    • Advanced GTM settings.
    • DataLayer and errors when working with it.
    • Sending events and variables to dataLayer.
    • JS bug tracking.
    • Tracking 404 errors
    • Installation of pixels for advertising systems and affiliate programs via GTM.
    • Best practices for using GTM.
    • Remarketing and dynamic remarketing in different systems. Pixel settings.

  • Yandex.Metrica

    • Weaknesses and strengths of the system.
    • Scenario analysis and goal setting for different tasks.
    • Reports and working with widgets.
    • Call tracking in Yandex.Metrica.
    • Traffic analysis (fine tuning).
    • Click map.
    • Webvisor (form analytics, scroll map).
    • Cohort analysis.

  • Usability and conversion optimization

    • What is website usability?
    • Usability of service sites, online stores, portals.
    • The influence of color on conversion.
    • Psychology of user behavior.
    • Conversion optimization.
    • Tools that increase website conversion.
    • Finding ways to increase conversion.
    • A/A-, A/B- and MVT testing.
    • Reliability and statistical significance of the tests performed.

  • Data visualization

    • What is the Google Analytics API?
    • How and with what to connect to the API.
    • How to quickly and freely create reports using data from the API.
    • Data visualization techniques.
    • Basic approaches to data visualization using Google Analytics add-on sheets.
    • Basics of working in Google Data Studio and building basic reports.
    • Practical problems and solving business cases.

  • Exam

    • Google Analytics Certification.
    • Exam in Unibrains (REU named after G.V. Plekhanov).

    • What will you get

    • Practical knowledge and skills The course is aimed at training experts in the field of web analytics. Working on your own project or educational project. System setup, data analysis, integration, data visualization, A/B testing and much more.
    • State Diploma of the Russian University of Economics. G.V. Plekhanov After successfully passing the exams, you will be provided with a certificate of advanced training from REU. G.V. Plekhanov.
    • Career growth and income growth The knowledge you gain will help you become a more valuable and rewarding employee. We also provide employment opportunities and internships in companies -
      industry leaders.
    • Useful contacts Full-time study will make it easy to meet teachers and fellow students. Get answers to personal questions. Solve your business problems and expand your connections.
    • Additional material Checklists, algorithms, templates, presentations, video materials, electronic literature on digital analytics.

    Success stories

    • Ivan Krasyuk Director of Client Network Development.
      Kokoc.com

      “Web analytics is the only area of ​​Internet marketing that is responsible not for attracting traffic, but for its conversion, increasing profits per visitor and reducing the cost of attracting one client,” - Ivan Krasyuk.

      Ivan has been involved in Internet marketing for more than 11 years, and has extensive experience in conversion optimization.
      A/B testing and web analytics, as well as introducing new products to the market (for example, website promotion with pay-per-click), hundreds of public speaking at conferences and seminars, planning digital strategies for large businesses and coordinating their implementation.

      Ivan Krasyuk has all possible Google Analytics certificates. He is one of the few certified Google Analytics trainers in our country. Thanks to Ivan, Kokoc Group has the largest number of certified Google Analytics specialists in the world. It is a pleasure to learn from Ivan, because he really shares his knowledge with others with great dedication.

      “The analyst is the only specialist who, as a result of analysis, can find a growth point that will provide additional tens and hundreds of millions of rubles of income every subsequent month. And, damn it, how nice it is to find these points of growth,” Ivan Krasyuk.

      Oleg Rudakov Director of Analytics Development. AGIMA

      “Web analytics is not setting up Google Analytics, Yandex.Metrica or any other system. Web analytics is making decisions based on data collected by systems to optimize business performance,” Oleg Rudakov.

      Oleg is an expert in the field of Internet marketing. He is constantly engaged in business development, researching and adopting the experience of Western agencies. Actively studies new technologies and platform tools, participates in industry events.

      Oleg is a highly qualified teacher; he has trained employees of VKontakte, S 7, Nezavisimost Group of Companies, WWF, Auchan, etc. He is a regular speaker at major conferences (RIF+KIB, RIW, eTarget, iMetrics, etc.) . Oleg is also responsible for training employees within the ADLABS company, and is the author of educational programs on analytics and Internet marketing.

      “In order to draw correct conclusions based on data from web analytics systems, it is necessary to understand how this data is collected and included in reports,” Oleg Rudakov.

      Dmitry Zaporozhets Optimization Expert
      major projects.
      coconut.com

      “Unlike other areas of internet marketing, SEO is impossible to guarantee and difficult to predict. However, a deep understanding of how search works and on what factors ranking is based makes it possible to significantly increase the likelihood of success,” Dmitry Zaporozhets.

      Dmitry has been in SEO since 2010. Promoted more than 200 websites, including Russian and Ukrainian projects. Successfully worked in the most competitive areas - furniture, car sales, household appliances and electronics, air conditioners, real estate and other areas. Clients include such large projects as REG.RU, Mitsubishi Motors, Credit Europe Bank.
      Dmitry is a certified Yandex partner for Metrica and Webmaster training. He is also responsible for certifying SEO and Web Analytics course students and is a teacher at the Unibrains Training Center.

      “Organic has been and will remain one of the cheapest and most conversion channels for a long time, but every year a good SEO specialist must have more and more knowledge from related fields. Today, SEO is not only BM25, it is also an analysis of visitor behavior, an understanding of how other channels and modern website building technologies work, and constant monitoring of changes and innovations in the industry,” – Dmitry Zaporozhets.

      Ilya Chukhlyaev Head of Analytics Department.
      Adventum

      “Web analytics tools are useless if you don’t know how to ask questions of the data. This is probably the most correct answer to the eternal question: Which is better - Google Analytics or Yandex Metrica?” - Ilya Chukhlyaev.

      Ilya Chukhlyaev is the organizer of the Go Analytics conference and the founder of the analytics department at Adventum, an outstanding professional and leader. His department works with the largest projects of such companies as Megafon, ivi.ru, Bank of Moscow. Ilya helps businesses build commercial analytics and make business decisions based on data.

      Ilya didn’t come to internet marketing right away. His first profession was as a website designer. Quickly becoming interested in user analytics and increasing conversions, Ilya took courses with Avinash Kaushik (the world's web analytics guru) and successfully passed the certification. Now Ilya is one of the leading experts in the industry.

      “No project collects all the data you need to find a solution. An important skill is to make more correct conclusions based on less data,” Ilya Chukhlyaev.

      Alexandra Kulachikova Head of Yandex. Metrica promotion. Yandex

      Alexandra is a truly outstanding professional in the field of analytics. More than 9 years in the industry, worked with such companies as Ralf Ringer, RTA, Grape Media, Click.ru. Alexandra is a certified specialist of Yandex.Direct, Yandex.Metrica, Google AdWords, Google Analytics, member of the Digital Analytics Association. And a permanent participant in the largest conferences in the country (RIF and CIB, eTarget, RIW, iMetrics, etc.). Alexandra conducts seminars and webinars from Google throughout the country, teaches at the School of New Media, the Higher School of Economics, CyberMarketing, Seopult, etc.

      Artyom Nikolenko Head of Analytics.
      Coconut.som

      “A web analyst must understand everything related to the web: web development, web design, online advertising, SEO, and also understand the specifics of the business behind the site,” Artem Nikolenko.

      Artyom Nikolenko is an engineer and programmer by education with two honors diplomas, and has been working in the field of web analytics for more than 5 years. Artem perfectly understands the technical principles of web analytics systems. At Kokoc Group, he is responsible for increasing the conversion of the company’s client websites, using all known analytical services and tools for this, as well as developing his own.

      Certified Google Analytics specialist (6 different GA certificates) and Yandex.Metrica; Certified Google Analytics Trainer. Repeatedly acted as a speaker on Google Analytics and GTM at Google Partners seminars in Nizhny Novgorod and Moscow. At Kokoc Group, Artyom worked with more than 170 projects, including all the company’s largest clients. Artyom Nikolenko is an expert in his field with extensive practical experience in building non-standard web analytics models; his portfolio includes many successful cases of A/B tests.

      “Web analytics are not important. The actions taken as a result of analytics are important. Actions can be right, wrong or random. Without web analytics, all conversion optimization actions are either incorrect or random,” Artem Nikolenko.

      Tatyana Tyupina Head of Web Analytics.
      Printio​

      “Performance marketing without analytics is like a submarine without a periscope. We seem to be moving, but it’s not clear where,” Tatyana Tyupina.

      I started my journey into digital more than eight years ago from the position of a web developer in distant Ireland. Now Tatyana is involved in implementing complex solutions in the field of web analytics, automating reporting and increasing the conversion capabilities of websites. A regular speaker at major industry conferences and seminars, where he willingly shares his knowledge.

      Tatyana is responsible for all digital marketing at Printio. He works masterfully with GTM and is a certified consultant for Google Analytics and Google Tag Manager, has certificates for Google Analytics, Google AdWords, Yandex.Metrica, Yandex.Direct. Believes that analytics is a leading tool for improving business performance and successfully demonstrates this to clients.

      “An analysis cannot be carried out without ensuring the accuracy of the data collected. Most likely, you will only harm your business rather than optimize it,” Tatyana Tyupina.

      Vil Gabdullin Head of Analysis Department. PHILIPS Flagship Store

      “If you want to learn how to correctly interpret data, then forget forever about your own opinion. You must be impartial and base your judgments only on numbers and cold calculations,” Vil Gabdulin.

      Having graduated from financial management (MIPP), Vil knows how to masterfully work with data and numbers. He has been working in Internet marketing for more than five years, starting with Svyaznoy and Lukoil. The teacher has deep practical knowledge in the field of e-commerce, obtained in such companies as Bely Veter, AMF, Muztorg. Vil’s main focus in his work is on end-to-end analysis of all points of contact with the brand, data visualization using various tools, including Tableau Power BI, Google Data Studio. Wil easily prepares data in Google Big Query, with the addition of a pinch of SQL, a little Python and a little OWOX with a hint of Enhanced Ecommerce and Google Tag Manager.

      “When preparing a report to management, do not try to cram the maximum amount of data into it. If you can’t do without this, write analytical notes for the report, this will save your nerves and time,” Vil Gabdulin.

Google Analytics is one of the most effective online tools that can help you understand the behavior of your customers and, as a result, make decisions in your business. We offer you a list of free materials on Google Analytics. Here you will find lessons from Analytics Academy, YouTube videos, specialized blog articles, and much more. To regularly receive fresh content from Google Analytics, we recommend subscribing to their Twitter account @GoogleAnalytics.

Instructions for Beginners

Google Analytics Help Center. If you are just about to start working with this service, you should visit the Google Analytics Help Center. Here you will find many short instructions about getting started with the tool, account management and other introductory topics.

A Guide to Google Analytics for Absolute Beginners. The Moz blog offers an extensive guide to using Google Analytics for absolute beginners. Here you will read about why you actually need this tool, how to use it and solve common problems.

Google Analytics for e-commerce: a guide for beginners. The Shopify blog has another good guide to Google Analytics for beginners. Here you will learn how to set up Google Analytics for your online store, understand the reports and find a few more useful things about working with this tool to attract sales.

Google Analytics Academy

Google Analytics Academy

Google's Analytics Academy offers free online courses on Google Analytics and other data analytics tools. Here you can also prepare for the Google Analytics Individual Qualification (IQ) exam and gain an industry-recognized qualification. Here are some current courses:

  • Fundamentals of digital analytics. This course, which, by the way, is available in Russian, gives a general understanding of how digital analytics can improve business efficiency.
  • E-commerce analytics: from data to solutions. This course will teach you how to plan various online calculations and how to practically navigate Google Analytics to improve your e-commerce business performance.
  • Google Analytics Principles. In this course, you will understand how data is collected, transformed, and organized in Google Analytics. This will help you hone your campaign execution process and discover valuable new ideas for your business.
  • Google Tag Manager Basics. In this course, you'll learn how Google Tag Manager can make working with tags easier for marketers, analysts, and developers.
  • Fundamentals of Mobile Device Analytics. This course will give you an understanding of how Google Analytics data can help you make your mobile offering more effective.

Google Analytics on YouTube

Google Analytics YouTube channel offers a variety of videos on various data analytics topics. Here are some useful playlists:

  • Analytics and E-commerce. Here are four short videos on Google Analytics on how to track transactions, identify top spenders, create conversion funnels, and create a site search option.
  • Analytics and AdWords. These eight videos will teach you how to harness the power of keyword optimization, improve location and targeting features, increase your return on investment, and more.
  • Attracting conversions with Google Analytics. These fifteen short videos will show you how to work with data in a way that drives conversions.

Google Analytics Blog

Materials on the Google Analytics blog cover a wide range of topics - from new features of the tool and analytics tips to current events in the industry. Articles use topic tags to make it easy to find the information you need. Here are some recent useful posts:

  • Happy 10th Birthday, Google Analytics! Google Analytics recently celebrated 10 years since its launch. This post is about the main stages of tool development.
  • Update “The Customer Journey to Online Purchase”- new ideas for marketing channels. Here you will find the highlights of the functionality of the updated Customer Journey to Online Purchase - a Google Analytics tool that allows you to track the online behavior of customers using infographics.
  • Check data in real time with Google Tag Assistant Recordings. This material will help you effectively use Google Tag Assistant Recordings, a tool that allows you to quickly perform site inspections or diagnostics, analyze Google Analytics code implementation, and quickly troubleshoot problems.

You can start learning any day at a convenient time.
You listen to the recording of the lesson, watch the presentation and do your homework.
Training is conducted on the GetCourse platform.
Recordings of all classes, presentations and additional materials are stored in personal account, access to which remains with you forever.
To receive a certificate from the Convert Monster agency, you must successfully complete the.

Emphasis on practice

Analytics requires practice first and foremost.

There is plenty of theory - articles, training videos on YouTube, blogs and Telegram channels. But all this information is given in a chaotic order, like a vase broken into thousands of small fragments.

Are you on the course? consistently study all the functionality of Google Analytics from basics to professional tricks.

And you will begin to implement the acquired knowledge from the first lesson in order to gain your experience in web analytics during your training.

Proven program

In 4 years we have trained more than 14,000 people and experimentally found out that the system gives the best results

lecture + homework

Homework is given after every lesson.

IMPORTANT! Training on a real project

You will learn from a real project - yours.

This means that you leave us with a ready-made portfolio or advance your project in the learning process under the guidance of Yakov Osipenkov, a certified Google Analytics specialist and the author of this course.

However, there is a minus here.

For training you will need a working website. We will not waste time creating it, but from the first lessons we will get down to the main thing - web analytics.

That's why If you don’t have a real project, it’s too early for you to take the course.

The Brand Analytics analytical center conducts free online and offline courses for clients and partners on working with the system and analyzing social media. Offline courses are held at the Brand Analytics office in groups of 10 to 15 people.

We have also prepared for you a pool of educational text and video materials for self-study.

Educational materials

The training materials will help you not only pass the exam, but also make the most of all the features of Brand Analytics.

Video lessons:

Training courses

Course “Basics of Brand Analytics”– This is a deep dive into the functionality of the system. You will become familiar with the capabilities of the system and learn how to effectively use each of the functions. The course consists of two lectures of 3 hours each, and includes theory and practice on working with the system. During the training process, each participant is provided with an account in the system to complete practical tasks.

Program of the first lecture:

    General information about the system: monitoring sources, collection features, linguistic functionality of the system

    Create a theme:

    • How to choose a monitoring object

      How to select a monitoring area

    • How to create a search tag

      How to select sentiment objects

    How to quickly and efficiently customize a created theme

After the first lecture, each participant is given a test account in the system and an individual practical task that must be completed by the second lecture.

Program of the second lecture:

    Checking the practical assignment of each participant, analyzing errors

    Brand Analytics reports – what tasks they solve and how to use the data

    Brand Analytics ability to automate monitoring - automatic reports, subscriptions, alerts

    Selecting metrics for reports

    Teamwork tools and other system features

SMA Brand Analytics course– dedicated to Social Media Analytics (SMA). Using real cases as examples, the following will be considered: the goals and objectives of SMA, the capabilities and areas of application of SMA, and methods for preparing analytical reports using Brand Analytics.

Lecture program:

    Goals and objectives of SMA depending on the area of ​​application:

    • For product marketing

      For promotion marketing

      For reputation management

      To build a support service

    Development of report design from brief to information content

    Analysis metrics depending on tasks

    Methods for searching, analyzing and interpreting data obtained from social media

    Cases of successful application of analytics results

After the lecture, each participant is provided with a test account and an individual task for conducting research. To participate in the second lesson of the course, each participant must prepare a short analytical report on one of the SMA tasks and present it during the second lesson.

Practical training program:

    Presentation of prepared analytical reports by participants

    Joint analysis and discussion of the presented cases, search for opportunities to improve research

Google Analytics. Site and Ads analytics

When promoting a site on the Internet, a webmaster, SEO specialist, or advertising specialist must have reliable information about the use of the site. Trackers, sometimes incorrectly called counters, are often used for these purposes. Today there are quite a few “counters”, both paid and free, however, they are far from equal in their capabilities and effectiveness of use.

This course covers a wide range of issues related to setting up and using the most popular analytical system on the Internet. The course examines in detail the tracking of sites using Google Analytics, which is one of the most powerful and incredibly flexible systems for analyzing the performance of a website, and that is why most large and well-known web resources use Google Analytics.

This course not only talks about the capabilities of Google Analytics, but above all, it gives students the skills to use these tools and correctly interpret extensive Google Analytics reports.

Today it is not enough to have a beautiful website on the Internet. A website, no matter how good and expensive it may be, is completely useless to anyone if no visitors come to it. Promotion activities can only be structured correctly with the help of analytics systems.

The course covers, among other things, the most complex tools and functionality of Google Analytics:

  • Segmentation using view filters and advanced segments
  • Analyst work cases
  • Google Tag manager
  • Setting up event tracking using GTM
  • Benchmarking reports
  • Some questions from the Google Analytics Certification exam

The course is designed for students who are starting to use Google Analytics to analyze your site.

The course is intended for company employees responsible for the effectiveness of traffic from marketing channels, agency employees running client websites, owners of their own online businesses, freelancers, and startup initiators.

The course program complies with the professional standard "Internet Marketing Specialist".


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