AnalyticsGoogle Analytics IQ Lessons
Follow these lessons to prepare for the Google Analytics Individual Qualification (IQ) test or to simply become a more knowledgeable Google Analytics user. The presentations move quickly; use the Pause and Back buttons to make sure that you don't miss anything. You can click the Notes tab in the presentation to read what is being said. Access to a Google Analytics account is strongly recommended so that you can experiment and apply what you learn. For more information about Google Analytics IQ, please read the FAQ.
Note about this course material: For sites and apps using the Measurement Protocol, some of the information about data collection might be different. Find out more about Universal Analytics.
First Steps
- Working with Report Data: What you'll learn
In this lesson, you will learn:
- how to set date ranges and comparison date ranges
- how to graph data and access report views
- how to quickly filter and sort data in reports
- when to use annotations
- how to identify metrics and dimensions
- how to segment data using Advanced Segments
Interpreting Reports
- Time Metrics: What you'll learn
In this lesson, you will learn:
- how Time on Page and Time on Site are calculated
- how Avg. Time on Page and Avg. Time on Site are calculated
- Traffic Sources: What you'll learn
In this lesson, you will learn:
- about the different kinds of traffic sources
- how to identify quality traffic
- how to identify revenue and conversion drivers
- what kinds of information to look for in keyword reports
- how campaign attribution works in Google Analytics
- Content Reports: What you'll learn
In this lesson, you will learn:
- how to use the Pages and Content Drilldown reports
- how to use the Landing Pages report
- how to use and interpret the Navigation Summary report
- how to use and interpret the Entrance Paths report
Fundamentals
- Campaign Tracking and AdWords Integration: What you'll learn
Read the following in the Google Analytics Help Center:
- Analysis Focus - AdWords: What you'll learn
In this lesson, you will learn:
- how to use the Clicks tab metrics in AdWords reports
- how to track ad performance
- Goals in Google Analytics: What you'll learn
In this lesson, you will learn:
- the purpose of using goals, goal values, and goal funnels
- the different kinds of goals
- when to use each Goal URL Match Type
- how to assign meaningful values to goals
- how goal conversions differ from transactions
- Filters in Google Analytics: What you'll learn
In this lesson, you will learn:
- when to apply filters in Google Analytics
- how filters act on data
- how to create custom filters
- the differences between the different kinds of filters (i.e. exclude, include, etc)
- how to filter Google AdWords traffic
- how to use filters and profiles together to track certain kinds of traffic
- best practices for using filters
- Regex and Google Analytics: What you'll learn
In this lesson, you will learn:
- when to use regular expressions in Google Analytics
- how to use the most common metacharacters: dot, backslash, etc.
- how often your data is updated and how Google stores it
- some examples of common regular expressions in Google Analytics
- E-commerce Tracking: What you'll learn
In this lesson, you will learn:
- where to find ecommerce metrics in reports
- how to enable and track ecommerce
In-Depth Analysis
- Advanced Segmentation: What you'll learn
In this lesson, you will learn:
- how Advanced Segments differ from filtered profiles
- how to create and modify an Advanced Segment
- Analytics Intelligence: What you'll learn
In this lesson, you will learn:
- how to interpret alerts
- the difference between automatic and custom alerts
- how to create a custom alert
- Internal Site Search: What you'll learn
In this lesson, you will learn:
- why internal site search is important
- how to find site search information in your reports
- how to set up Site Search
- how Site Search metrics differ from the metrics in other reports
- Event Tracking and Virtual Pageviews: What you'll learn
In this lesson, you will learn:
- when to use virtual pageviews versus event tracking
- how to generate a virtual pageview
- how to track an event using _trackEvent()
- the relationship between Categories, Actions, Labels, and Values
- best practices for setting up Event Tracking
- Multi-Channel Funnels: What you'll learn
In this lesson, you will learn:
- how to identify each role in a conversion path
- how to interpret the Multi Channel Funnel metrics.
