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Use Google Analytics 4.0 for Digital Marketing Masterclass: A Three-Module Workshop Series
Winter Discount: 45% Off Three-Module Series
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Special Series Pricing: All three Google Analytics 4.0 Masterclass workshop modules $900 now 45% off—$495. Enroll here.
Pre-recorded workshops included with each Live class.
Introduction:
Use Google Analytics 4.0 for Digital Advertising Masterclass
Why Take these Courses?
Web analytics is a necessity in digital marketing. Web analytics gives you data so you can make decisions in your digital marketing campaigns (SEO, SEM/PPC, social media, email marketing, and so on) to increase your results. These workshops show you how to install and use Google Analytics 4.0.
Note: Google Analytics 4.0 versus Google Analytics 3.0
Google released Analytics 4.0 in October 2020. Although they called it an update, it’s a new form of analytics.
- Google Analytics 3.0 (GA3) tracks web pages (clicks, visitors, and so on).
- In contrast, Google Analytics 4.0 (GA4) tracks audiences and events across all devices and platforms. As a result, GA4 is a fundamental change in understanding web data.
- Where GA3 offered 104 basic reports, ready to use, GA4 has the Explore tool, which lets you open your data and create highly-customed unlimited reports. GA4 Explore brings a new tool to the field of web analytics.
- GA4 also introduces predictive data. Where GA3 only presented past data, GA4 uses AI to predict audiences likely to buy from you. You can then create marketing campaigns to reach those audiences.
- GA4 is a work in progress. Google continues to add, move, or remove items in GA4. We keep up with the latest changes in GA4.
- This course focuses on GA4. We also offer a course on Google Analytics 3.0 (GA3), which you can read about here.
Our recommendation is to use both GA3 and GA4 because they do different things
(Can’t attend a live workshop? No problem. All workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)
Workshop dates and times (Pre-recorded workshops included with each Live class):
The Google Analytics 4.0 course is a three-module Masterclass workshop. Each part is two hours for a total of six hours. You can take the courses individually or sign up for all three for a signifcant discount. Take the courses either live or recorded.
Module 1: Google Analytics 4.0: Installation and Configuration.
Pre-recorded.
Module 2: Google Analytics 4.0: The User Behavior, Monetization, and Events Reports.
Friday, February 3, 2023 (12:00 pm to 2:00 pm PST).
Module 3: Google Analytics 4.0: Use Explore to Make Custom Reports.
Friday, February 10, 2023 (12:00 pm to 2:00 pm PST).
Module 1: Google Analytics 4.0 Masterclass: Installation and Configuration.
Special Series Pricing: All three Google Analytics 4.0 Masterclass workshop modules $900 now 45% off—$495. Enroll here.
Description:
In the first workshop, we’ll look at the difference between Google Analytics 3.0 (GA3) and Google Analytics 4.0 (GA4). Then, we go on to the installation of GA4 and the tracking tags for WordPress, Wix, and other CMS’s, plus Google Tag Manager (GTM). How to configure the GA4 Admin panel and add and manage users.
This module demonstrates a live connection to GA4. Instead of screenshots, we log into GA4 and use it live in this class. Everything is recorded so you can review it again. You can also follow along with your Google Analytics 4.0 account or the free publicly-accessible Google Analytics 4.0 account.
Key Takeaways:
- Why did Google create Google Analytics 4.0 (GA4)?
- Why upgrade to GA4?
- Comparison of GA3 vs. GA4.
- Don’t look for GA3 features in GA4.
- Google continues to develop GA4.
- How to get access to the public version of a GA4 account.
- Upgrade, install, and configure GA4.
- How to install the GA4 tracking tags in WordPress and other CMS with Google Tag Manager (GTM).
- How to check the GA4 and GTM tags.
- If you only have GA4, how to add GA3.
- How to configure the GA4 Admin panel.
- Add and manage users.
- How to increase data retention.
- How to use the change history.
- Filters, dashboards, views, automated reports, and alerts in GA4.
- How to understand analytics data with a bit of statistics.
- Resources for GA4: Links at Google, other sites, and ebooks.
Module 2: Google Analytics 4.0 Masterclass: The User Behavior, Monetization, and Events Reports.
Special Series Pricing: All three Google Analytics 4.0 Masterclass workshop modules $900 now 45% off—$495. Enroll here.
Description:
In this course, we’ll look at additional features and options in GA4. You’ll learn how to use segmentation in your analytics data. For example, you can separate and compare the traffic by desktop versus mobile users. This is easy to do and has a powerful impact on presenting your data. We also cover the Insights tool, how to share reports, and Google’s tool to write UTMs.
This class demonstrates a live connection to GA4. Instead of screenshots, we log into GA4 and use it live in this class. Everything is recorded so you can review it again. You can also follow along with your Google Analytics 4.0 account or the free publicly-accessible Google Analytics 4.0 account.
Key Takeaways:
- Where GA3 had 104 reports, GA4 has only 14 basic reports. We start with the Real Time report. The Life Cycle Section includes acquisition, engagement via events, monetization, retention, and other metrics. The Monetization report lets you track purchases and revenue. The Retention report shows your website’s “stickiness” in getting visitors to come back. You get easy-to-understand reports of Daily Active Users (DAU), Weekly Active Users (WAU), and Monthly Active Users (MAU) and how these compare to each other.
- The Users Section includes demographics, such as age, gender, interests, and city. Technology includes devices, OS, browsers, screen size, app version (iOS and Android), and so on.
- The Advertising section includes reports on your website’s ad revenue.
- The Events Section covers, of course, events. This report shows all of your active events. The Conversions report goes far beyond GA3’s conversion tracking. Because GA4 uses a new data model, you can track literally any action as a conversion. These are easy to turn on and off. Your reports will be useful to other teams in your organization.
- In addition, we cover the search bar, calendar, and the Insights Panel. We also cover how to use Comparison (called Segmentation in GA3). Instead of a graph with a single line for all devices, you can separate that line into the different devices, such as desktop, mobile, and tablets, and, just by looking, easily see the trend, compare the differences, and see which one matters. You can compare your traffic sources such as direct, organic, search, paid, and referral. As a result, your presentations will be better.
- A few final slides cover general issues with GA4, such as how to use heat maps to see where people click on your page, how to use UTM tags to track clicks on social media postings and social media ads, benchmarking, how to know when you’ll have to switch to the paid version of GA4, what happened to Google FloC, Google Topics, and how to get additional help from Google.
Module 3: Google Analytics 4.0 Masterclass: Use Explore to Build Custom Reports.
Special Series Pricing: All three Google Analytics 4.0 Masterclass workshop modules $900 now 45% off—$495. Enroll here.
Description:
In this third workshop module, you learn how to create your reports. In contrast to GA3, which has dozens of ready-to-use reports, GA4 offers only a few basic reports and then leaves it up to you to create the custom reports you need using the Explore tool.
Explore, the report creation tool, has dozens of options to create personalized reports that fit your organization’s needs.
This is the core idea of GA4. GA4 gives you the tools to select and present your data. Instead of using GA3’s ready-made data, you become a data analyst.
Another major new feature is predictive analytics. Google AI uses your data to predict audiences (such as men 18-24 in California who use desktop computers, or women 25-34 in New York who use Android phones) who are likely to buy from you in the next seven or 30 days. You can use this to create marketing to reach those audiences.
This class uses a live connection to GA4. Instead of screenshots, we log into GA4 and use it live in this class. Everything is recorded so you can recreate the reports.
We will send you a 15-page handout with numbered steps so you can create your custom reports.
You can follow along with your GA4 account or use Google’s publicly accessible GA4 account.
Key Takeaways:
- The Explore Tool: How to create your customized GA4 reports.
- We start with a quick overview of the tools and features in the Explore tool.
- The template gallery and the types of reports that you can use.
- An acquisition report.
- A conversion report.
- User behavior report.
- Predicted top spenders report.
- Ecommerce report.
- Gaming report.
- User lifetime report.
- How to see anomalies in your data.
- How to use Segments to create audiences in your reports. You can create just about any kind of group as a segment for further analysis and comparison.
- How to use filters to focus the data in your reports. Instead of all cities in the world, you can see only the cities in your state.
- The predictive metrics report is new in GA4. Google uses your data to predict the demographics of who will likely buy from you.
- Finally, a few notes on the future of Google Analytics.
Instructor: Andreas Ramos.
DMAnc Live Online Certification Webinars
Use Google Analytics 4.0 for Digital Marketing Masterclass: A Three-Module Workshop Series
Influencer Marketing Masterclass, a 2-Module Series
- Where does Influencer Marketing fit into my organization.
- What metrics are important to understand for an influencer.
- How to formulate an influencer marketing strategy.
- Appropriately brief and manage an influencer campaign.
- Report on the results of a campaign.
- Integrate influencer content into paid media.
- Maximize reach and conversion of influencer content.
- Shoppable links on Instagram.
- Affiliate integration.
- Research and other aspects of influencers.
- Nano influencers—an emerging trend.
Content Marketing Masterclass, a 2-Module Series: Drive traffic and conversions organically through innovative content marketing
- Establish your content ecosystem and lay your digital footprint.
- Create an engaging content calendar and build effective, omnichannel promotional plans.
- Build an effective content operations model.
- Create a robust SEO content strategy.
- Learn to analyze and optimize your content.
- Understand advanced content marketing techniques and the powerful Artificial Intelligence (AI) and Machine Learning (ML) tools at your disposal.
Use SEO for Digital Marketing--Module 2, On-page SEO and Technical SEO
Key Takeaways:
- How to optimize your pages.
- SEO for the text on your page, including headings, body text, and links.
- How to write meta-tags, along with a spreadsheet to manage meta-tags.
- Tools to see the meta-tags on your site (and your competitors’ sites).
- How to do SEO for images, including ALT tags and the hidden meta-data.
- Technical issues include canonical tags and HRefLang tags, 404-error pages, 301-Redirects, how to find and fix broken internal links, and XML sitemaps for pages and images.
- Lots of examples of code for you to copy, edit, paste, and use.
- Checklists for on-page SEO and technical SEO.
Meta (Facebook and Instagram) and TikTok Advertising Masterclass, a 2-module Series
- Setup a proper full funnel prospecting, remarketing, and retention campaign structure.
- Learn the various targeting options from custom audiences and social engagers, to lookalikes and trending interests.
- Funnel Strategy—How to properly setup your ad account—Upper, Middle, Lower, Retention.
- Reporting—So many metrics, let’s focus on the metrics that move the needle!
- How to properly test new ads and how to derive actionable insights from the various creative metrics.
- Why user testimonial ads are outperforming all other creative formats and how to stand out using this format.
- Creative strategy, testing and measurement techniques needed for success.
- Creative testing process best practices.
- Ad creative do’s and don’ts.
- And much more.
- Live Q&A.
B2B Marketing Strategy Development Masterclass–Modules 1 and 2
Key Takeaways:
From this masterclass you will understand the key fundamentals elements you need to construct an effective Marketing Strategy. The key takeaways will include:
- Understanding and executing a target market analysis.
- Identifying your brand gap and how to close it.
- Leveraging your core competencies with your target market pain.
- Building your thought leadership position.
- Learning a more detailed SWOT analysis and how to relate it to your positioning.
- Creating a more impactful message.
Then we will focus on creating an effective Marketing Strategy with the additional key takeaways:
- Leveraging your SWOT results into your Product Strategy.
- Creating a Marcoms Strategy that will incorporate two focuses on a) new opportunity lead generation; b) sales cycle support and engagement.
- Leveraging your SWOT results into your Strategic Alliance Strategy.
- Creating an effective Industry Trade Press Strategy.
- Insights on how to mine Key Market .
- Creating an effective Sales Enablement Strategy.
- 25+ templates and spreadsheets will be provided for SWOT, competitive, target market analysis and much more.
YouTube Content Strategy and Video Production Masterclass, a 2-module Series: YouTube content strategy for building influence and brand positioning, plus how to produce video and optimize content; and how to grow your channel and influence
This 2-module workshops series will teach you what you need to know to formulate a successful video content strategy for your YouTube content that will, in turn, help you to build your brand’s audience and influence.
Quick summary of key takeaways:
- The correct mindset and focus necessary for starting your channel with the best chance of success.
- The different content types at your disposal, and their pros and cons.
- Strategies and techniques for building your audience on and off YouTube.
- Video production tips and tricks that help you prepare your videos to maximize audience retention and engagement.
- The video upload process, from export settings to thumbnails to keyword tags, and more.
- How to improve video SEO and SERP ranking.
Email Marketing Masterclass, Module 2: Improving email deliverability to get your emails in the inbox
In this workshop, you’ll learn the difference between deliverability and inbox placement and how you can influence success in both areas; for both B2B and B2C senders. We’ll discuss your sending infrastructure, list hygiene practices, spam content and how engagement impacts deeper than just your top-line results. We’ll also dive into specific strategies to monitor your situation on an ongoing basis, fix problems as they arise and optimizing your sends for Hotmail and Gmail specifically.
Podcast Strategy and Promotion Masterclass, a 2-module Series of Workshops
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- You will also be able to choose the right hosting venue for your podcast and whether to include a video version.
- We will cover the list of prep steps so you start successfully.
- You will have a guide to creating your format including the intro and outro copy that will be evergreen.
- We will review how you are sharing out your show with your followers and lists.