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The best course for digital marketers that want to fully understand conversion tracking!
7 Sections, 35 videos and over 3.5 hours worth of in-depth, hands on training. From the theory all the way through to practice, move from beginner & intermediate through to expert.
Whether you are a beginner starting a new campaign or a seasoned marketing professional, this course caters for you. The course is broken into components discussing different aspects of conversion tracking and analytics. The course shows you how to setup tracking according to best practice and use tracking to analyse marketing campaigns.
We discuss aspects of tracking in general as well as looking at particular tools and advertising platforms. These include: Google Ads, Facebook Ad Manager, LinkedIn Ads, Google Analytics, Google Tag Manager, Unbounce landing pages, Avanser Call Tracking and more.
The course is recorded inside the actual marketing platforms and tools, walking you through how to setup everything you need. After completing the course you will already have setup all your tracking according to best practice as I walk you through it during the course. After completion you will also have a thorough understanding of different tracking techniques and options available to you.
Course topics include but are not limited to:
- UTM Parameters: what are they, how to setup and track in Google Analytics – walkthrough
- Tracking Pixels: Facebook & LinkedIn tracking pixel installation walkthrough including custom conversions and custom audience setup
- Google Tag Manager: Adding tags and event tracking with GTM
- Google Analytics for Google Ads: An indepth look at how Google Analytics can support Google Ads practice
- Landing Page Tracking: Tracking setup for landing pages
- Call Tracking: A thorough understanding of how call tracking works, the advantages and a look inside Avanser.
What you will learn
Are there any prerequisites?
We provide a detailed explanations around UTM parameters, we look at the anatomy of UTM’s and view them in the wild. We also dispel common misconceptions
We walk you through how to setup UTM parameters using the URL builder and implement them within the facebook ads manager. We discuss best practice for UTM’s including which platforms require UTM parameters and which don’t.
This lesson provides a walk-through for reviewing campaigns in GA after UTM parameters have been setup. It shows you how to benefit from the UTM tracking you have setup with real life examples
In this lesson we discuss Value Track Parameters. These are extra parameters which going beyond the regular UTM’s. Value Track are used for adding more information to campaigns and for specific tracking tools.
We discuss what tracking pixels are and what they can be used for. We specifically talk about the facebook pixel as an example
This lecture is a walk-through for setting up tracking for your facebook advertising campaigns. This includes adding the facebook conversion pixel & event code to your website. We also walk-through setting up custom conversions using rules in facebook. As a bonus we show you how to use the pixel to setup custom audiences for facebook remarketing. At the end of the lecture we show you how to apply the audiences and conversions into your campaigns
We provide a walk-through for tracking your Linkedin marketing campaigns. This includes setting up the LinkedIn Insight tag, as well as adding custom conversions. As a bonus we discuss setting up LinkedIn audiences using the pixel tracking for retargeting audiences.
We discuss in more detail adding pixels to your website. We look at the different ways you can do this. We provide a walk-through for adding facebook & Linkedin tags using Google Tag Manager. We also look at the integration options provided by Facebook which provides automatic event setups. We discuss in detail, using plugins for wordpress & shopify sites that make it easy to add pixels
What’s the benefit of linking a Google Ads account with Google Analytics? Gather more actionable data, build stronger retargeting lists and integrate your revenue tracking data
A walk-through for linking Google Analytics to Google Ads
We discover the Google Ads data in Google Analytics and detail how to customise your reports
An in-depth discussion of the pros and cons of goal tracking via GA vs Google Ads. Where to find Goal setup in GA and Google Ads and how to import from Google Analytics to Google Ads
Learn why you should setup remarketing via Google Analytics rather then Google Ads. We look at how to create audiences in GA and import them to Google Ads
Learn about the limitations of the default ‘last click’ attribution model that is too widely used. Learn about other attribution models and where to view attribution reports in GA specific to Google Ads data
We discuss the concept of call tracking and what kind of tracking data & value it can provide to your business
We loot at the tracking process behind call tracking and how it dynamic numbers work on your website. We discuss accuracy, potential issues and also benefits.
This lecture is a walk-through of the Avanser backend. Avanser is a leading call tracking platform, we show you what kind of reports you can generate from call tracking software
We show you how you can using Google Analytics to integrate with your call tracking software. This allows you to have one central location to view all of your tracking data. We look at events that are pushed by Avanser and how you can easily report on these in GA to track calls and features of calls.
This lecture is a walk-through for tracking unbounce landing pages in Google Analytics. We discuss issues using multiple tracking pixels. We show how events can be pushed from unbounce to GA and we also look at pulling goals all the way through from landing page to GA and back to Google Ads.
This lecture details what GTM is, why you should use it and all the benefits it brings.
This lecture is an introduction to the GTM interface, we review the different sections, settings & functionality that GTM offers . It is also a walk-through for setting up GTM on your website
A walk-through for adding the Google Analytics tracking ID with Google Tag Manager. We also look at adding other tracking pixels with presets as well as custom HTML settings. We also review triggers and show you how to apply them to your tags. Finally we show you how to publish changes to the website
A walk-through for setting up Event Tracking in GTM and tracking button clicks. We start by reviewing different types of tracking goals in Google Analytics. We then discuss the value of Event Tracking, where to find it in Google Analytics and how to setup the tracking in GTM.
After setting up events in GTM, we now report on them within Google Analytics. This lecture walks you through finding and reading these reports in GA
An introduction to Google Data Studio (GDS). We look at key features of GDS and how it can be used to turn data into easy to read, customisable & shareable insights
We look at other tools that do similar things. Most tools have some GDS features, but none have all. GDS is a major disruptor and we review the competition
In depth review of the pros and cons of Google Data Studio
We start working through a GDS template, we look at all the elements available and navigating the general features of a template
In this lecture we walk-though how to connect your data sources to Data Studio. This allows you to pull in information from AdWords, Analytics and other data sources
We explore the sidebar and drill down into dimensions, metrics and filters, explaining what they are, where to find them and how to add them into your visualisations.
We review all aspects of the toolbar. This includes navigating between pages, adding elements to the templates, switching between element types, page level filters & settings and data controls.
One of the key aspects that makes GDS so great is its flexible sharing options. We look at different ways to share GDS dashboards, including sharing dashboards, embedding on websites and exporting to PDF.
We look at a marketplace where you can find pre-made templates for a low cost. Rather then building your own templates, it’s worthwhile picking one up at a low cost and saving hours of your time.
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