Are you an AMA member? please login
Loading Events

« All Events

  • This event has passed.

Google Analytics and your Audiences — intermediate

25 March @ 3:00 pm - 5:00 pm

What is it about?

This webinar will take your Google Analytics abilities from basic reporting to utilising it as an advanced analysis tool.

During this workshop, Devon will show you how to expand the capabilities of Google Analytics.

She will look at changing administrative settings such as how best to:

— structure your Google Analytics account property and views (especially for organizations tracking multiple website domains)
— use filters to change the data captured by Google
— implement site search tracking
— use advanced segments
— enable Google Ads remarketing
— implement content grouping to organize page-based reports
— create custom alerts

You will also learn how to when and how to change the javascript code of your Google Analytics snippet (and/or use Google Tag Manager) via:

— custom dimensions
— e-commerce tracking
— event tracking (to track video plays, scroll depth, outbound links, etc)

Finally, Devon will show you how to integrate Google Analytics with related Google tools including:

— In-page Analytics Chrome extension (clickmap)
— Google Tag Manager (code management)
— Google Data Studio (dashboards)
— Google Optimize (A/B testing)

What will I gain?

— Understanding of how to fundamentally change the type and scope of data captured by your Google Analytics implementation

— Exposure to the suite of free Google tools that integrate with Google Analytics to better meet your data needs

— Opportunity for real-time problem solving to fix specific issues with your Google Analytics technical implementation via a Q&A

Who is it for?

Those who are already comfortable using Google Analytics reports and are ready to utilise the advanced features of this tool.

How do I take part?

We will be using an online training platform called WebEx for this event. Before booking, please complete our online training checklist to ensure you get the most out of this training.


  • AMA member rate: £55 + VAT
  • Non-Member: £115 + VAT



Devon Smith | Co-founder | Measure Creative

Devon is the co-founder of Measure Creative, a 2-person digital studio based in Portland, Oregon that helps nonprofit organizations understand their audiences and become better storytellers. We believe in balancing human-centered thinking with data-driven insights, and are currently working with clients such as International Committee of the Red Cross, Earthjustice, James Irvine Foundation, and Portland’5 Centers for the Arts. She was formerly the director of analytics at Threespot, with a portfolio of clients including the Bill and Melinda Gates Foundation, Ford’s Theatre, and the Smithsonian. Earlier in her career, Devon worked at Actors Theatre of Louisville, Corporation for Public Broadcasting, Roundabout Theatre Company, and the World Science Festival. She has been a featured speaker at dozens of arts and technology conferences across the US, UK, and Australia, and has been an AMA CultureHive mentor for the past three years. Devon holds two bachelor degrees from the University of Washington and an MBA and MFA from Yale University. 

Twitter: @devonvsmith 

AMA Conference 2020

Tickets on sale now

The AMA conference is the UK’s biggest conference focused on audiences:

* communicating with audiences

* developing audiences

* understanding audiences.


25 March
3:00 pm - 5:00 pm
Event Category:
Event Tags:


As an AMA member you can access exclusive member-only content including sector jobs, online resources and training.


Not yet an AMA member? Find out more.