AMA screencast: Google Analytics

A beginner's guide to Google Analytics

Trainer: Mary Butlin, Director, Tonica
Publication date: 30 January 2013

Cost: Free to AMA members / Non-members £18 +VAT

What will I learn?

How easy it is to set up Google Analytics on your website,
a basic introduction to moving around Google Analytics, tracking unique visitors, page views, traffic sources and identifying your top content,
ways to measure your campaign success and improve your website using Google Analytics,
how to set up and use Google Analytics’ ecommerce functionality to understand where your sales are coming from,
how to create a return on investment case for your other digital activity.

Two minute taster

Table of content

Part one – Setting up Google Analytics
Part two – Insights from Google Analytics to show organisational reach
Part three – Improving your website using Google Analytics
Part four – Creating a return on investment case

Not yet a member? Join the AMA today or purchase this screencast to get instant access.

If you are an AMA member, log in above to access this screencast for free. Not yet a member? Join the AMA today to get instant access, or purchase the screencast below.

Price: £18

Length: 35 min

Format: Streaming video

Access: 30 days

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What is it about?

How many visitors are viewing your website each month? Where are they based? How important is mobile to your audience? How much traffic do you get from Twitter and Facebook? Google Analytics can give you answers to all of this and much more, helping you gain insights into your audience behaviour and the things you could do to improve your website.

If Google Analytics isn’t yet set up on your organisation’s website, Mary will show you how easy and quick it is to create an account and the things you need to think about when you are getting started.

Using Octagon Theatre Bolton's Google Analytics account, she will show you how to measure your organisational reach, how to set goals to track your campaign success and how you can use the information gained from Google Analytics to improve your website. She will also show you how to create a return on investment case for your other digital activity like Twitter, Facebook or online advertising to demonstrate which sources are generating revenue for your organisation.

Who is it for?

This screencast is aimed at those new to Google Analytics who would like to start measuring their website performance to make more informed choices.

About the trainer

Mary Butlin runs Tonica, a marketing insight company which brings clarity and strategic direction to organisations in the UK and globally using research, insight and data analytics. Before creating Tonica in October 2010, Mary worked for five years as Head of Market Planning at the Royal Shakespeare Company where she was responsible for devising and leading the RSC’s market planning and CRM strategies to support the artistic, audience and income objectives.

CIM CPD hours

AMA screencasts qualify for Chartered Institute of Marketing (CIM) CPD hours. They can be claimed under category 9 - private study to learn new skills and improve marketing knowledge. Anyone wishing to be involved in the CIM Chartered CPD Programme has to register with CIM.