4-Week Live Course

Crash Course in Getting What You Need from Google Analytics

You know Google Analytics is a powerful tool that can help you understand how visitors use your website. But how do you actually use it? This four-session course will give you the basics you need to understand user behavior on your website and make data-driven decisions about your content, outreach, and website design.

This crash course is specifically designed for nonprofit and campaign communications staff – no marketing acronyms or tech jargon here! Get practical, actionable advice that you can implement immediately for your organization’s digital communications.

$200  $150 Extended COVID pricing

Included with All-Access Membership

What you’ll learn:

Understand Google-speak:

Google Analytics has a vocabulary of its own. What does Google really mean by “bounce rate? How about “events” or “goals”? Understand the web’s most misunderstood metrics (hint: stop reporting pageviews) and get tips for what you should be measuring instead.

Set Up Your Account to Get More and Better Data

Understand what Google Analytics can do “out of the box” and what needs additional work. Get better (and more!) data from your account by turning on advanced features. Ensure your data is reliable by filtering out internal employee traffic and excluding spam bots. Also, get an overview of when and how to use related Google products like Google Tag Manager and Google Search Console.

Track Your Marketing & Outreach (Correctly)

Are you sending emails, posting on social media, or running ads? If so, how are you measuring the success of your outreach? In this class, we talk about how to track your marketing efforts. Learn how to use Google Analytics to accurately measure your outreach and identify your most effective communications channels. Also, learn the ins and outs of Google UTM parameters.

Identify Your Best Website Visitors

You’ve set up your Google Analytics account, and now it’s time for fun! Use this class to dig in and analyze your data. What traffic sources are most likely to donate? What demographics are most engaged with your content? Learn how to use Google Analytics’ “Advanced Segments” feature to find your top visitors and create a strategy to attract more of them.

About the Instructor

Emily Patterson runs Bee Measure, an agency that helps clients use data to create more effective web content, social media outreach and digital marketing. Drawing on her experience at Public Broadcasting Service and Better Business Bureau, Emily started Bee Measure in 2016 specifically to help nonprofits and government agencies.

Emily is a PMI-certified Project Management Professional. She graduated from Ohio University with a Bachelor’s in journalism and the University of Virginia with a graduate certificate in digital marketing. Emily lives in Charlottesville, Va. with her husband where she enjoys camping, skiing and sampling the area’s many breweries.

Course Sessions

This course will include 4 sessions over 4 weeks.

Session #1

May 6th 4ET / 1 PT

Setting Up Your Account

      • Learn how to set up and structure your Google Analytics account so it works for your organization
      • Get more data from your account by turning on advanced features.
      • Ensure your data is reliable. Learn to filter out internal employee traffic and exclude spam.

Session #2

May 13th 4ET / 1 PT

Understanding Google’s Metrics

      • Crack the code of Google-speak. Understand what Google Analytics’ most used metrics really mean.
      • Get tips for what specific metrics you should track on your website
      • Understand Google’s other products. Get an overview of when and how to use Google Tag Manager and Google Search Console.

Session #3

May 20th 4ET / 1 PT

Track Your Marketing & Outreach

      • Learn how to use Google Analytics to accurately measure your outreach
      • Learn the ins and outs of Google UTM parameters
      • Pick goals/ conversions for your site and configure them in Google Analytics

Session #4

May 27th 4ET / 1 PT

Analyze Your Data

      • Use Google Analytics’ “Advanced Segments” feature to find your top visitors and what makes them unique
      • Get ideas for how Google Analytics data can be used to shape your digital strategy

This course is great for:

Digital Leadership

This course will equip you with the knowledge to make strategic use of Google Analytics. If you’re a digital leader without a background in Google Analytics this is for you.

Communications & content managers

Anyone managing content or data should have a solid understanding of Google Analytics. We’ll demystify GA and help you expand your strategy for real impact.

Anyone working with Digital

Anyone working in digital content or data should understand Google Analytics. This course will give you a solid strategic leg up. 

2 Ways to join!

$200 Single Payment

For just $200 you get access to this cohort, plus standard non-cohort classes.

Free Acces with

All-Access Membership

The all-access membership includes all courses and most cohorts for one low price starting at $95 per month.

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Crash Course in Getting What You Need from Google Analytics
4-Week Live Course covering the essentials of getting going with Google Analytics setup and strategy.
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