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Advanced Digital Marketing Analytic Certification Course

Become a Google Analytics Individual Qualification Certified Professional





Taking Analytics and

tracking to the next


  • Learn advanced reporting and conversion measurement techniques.
  • Learn more about event tracking and using Google Tag Manager.
  • Learn specialised techniques for configuring analytics in a large scale situation.
  • Learn the core skills to become a real master of Google Analytics.

1 free refresher seat within 1 year after the course
Seats are non-participatory. Participatory seats are subject to availability.


Up to 3 complimentary followup sessions and after-training support
Access to mentor via short live group consultations (booster sessions), email, and forum support


Gain lifetime access to up-to-date online resources for the course attended
Access up-to-date course slides, guides, and actionable templates via the learning portal


Brands are beginning to realise that rudimentary data analysis isn’t sufficient to paint the full picture of how consumers engage with their brands. Without a holistic understanding of consumer behaviour across multi-channel interaction points, little can be done to improve marketing performance.

This intensive two-day Advanced Digital Marketing Analytics training course is designed to stretch your comfort level with Google Analytics and guide you through the technical aspects of the platform to extract maximum data insights.

The instructional methods combine a healthy balance of theory with plenty of hands-on exercises, designed to explore advanced analytics concepts such as enhanced data capturing and analysis capabilities that will bring your understanding of digital marketing analytics to the next level.

You will learn, amongst other important concepts, how to track extensive data points across


This advanced SEO course is targeted to Client-side and Agency-side Marketers, Web Developers, and Small Business Owners who wish to understand the exact mechanics behind how search engines rank websites, manage an SEO project in-house or externally with better precision, and gain practitioner-level SEO knowledge and skills to successfully implement advanced SEO strategies to their existing marketing campaigns.


A Certification of Achievement will be issued by Equinet Academy upon achieving attendance of at least 75% of the course. A Google Analytics Individual Qualification Certification will be issued by Google upon achieving at least an 80% score.



Entry to this course will only be granted to individuals who have passed the Google Analytics for Beginners Course in the last 12 months or have successfully graduated from Digital Marketing Analytics course. You will be required to upload your certificate(s) in the registration form on the following page.


Introduction to Advanced Google Analytics

Instructor-Led | Lecture, case study, group discussion, group presentation

▷ Difference between basic analytics and advanced analytics
▷ Advanced Google Analytics (Why, Who, What)
▷ Quick Recap of Beginner GA topics

Data Understand How Data Is Collected and Measured

Instructor-led | Lecture, demonstration and modelling, drill and practice, case study, group discussion, group presentation, group project work

▷ How Data Collection Works (For Hits, Users, Sessions, Pageviews)
▷ What is Universal Analytics?
▷ Is Cross-Device Tracking possible?

Structure Your Analytics Account

Instructor-led | Lecture, demonstration and modelling, case study, group discussion, group presentation, group project work, games/quizzes

▷ Organising your Accounts/Properties/Views
▷ Rollup Reporting & Alternatives (Manage Multiple Tags)
▷ An In-depth look at User Permissions
▷ Cross-Domain Tracking

Track Important User Behavior

Instructor-led | Lecture, demonstration and modelling, drill and practice, case study, individual project work

▷ What are events?
▷ How to set up events?
▷ What should you measure with events?
▷ Basic use of Google Tag Manager

Granular Analysis Via Advanced Segmentation

Instructional-led | Lecture, demonstration and modelling, case study

▷ What is segmentation?
▷ Create advanced segments
▷ Segments vs filters
▷ Limitations of segments

Transform Your Data

Instructional-led | Lecture, demonstration and modelling, case study

▷ What are regular expressions?
▷ Create advanced filters
▷ Set up goals
▷ Create channel groupings
▷ Create content groupings

Track Data Specific To Your Business Needs

Instructional-led | Lecture, demonstration and modelling, case study

▷ What is data scope?
▷ What are metrics (Calculated vs custom metrics)
▷ What are dimensions and custom dimensions?
▷ Create custom reports
▷ Import Offline Data

Target The Right Audience

Instructional-led | Lecture, demonstration and modelling, case study

▷ What is remarketing?
▷ Set up basic audiences on GA
▷ What is dynamic remarketing
▷ Set up dynamic audiences on GA

Track An Ecommerce Website

Instructional-led | Lecture, demonstration and modelling, case study

▷ Enable enhanced ecommerce
▷ Benefits of enhanced ecommerce
▷ How to set up ecommerce tracking
▷ Transaction vs Goal

Put It All Together

Instructional-led | Lecture, demonstration and modelling, case study

▷ Create a Measurement Plan
▷ Additional Skill sets
▷ GAIQ Final Instructions



In this Advanced Digital Marketing Analytics workshop, you will learn:


Develop a clear and comprehensive understanding on how data gets collected and processed in Google Analytics


Dive deep into advanced configurations settings in Google Analytics such as advanced segmentation and create custom reports in order to make better marketing decisions


How to properly organize your Google Analytics account, resulting in more readable and easily comprehensible reports


Understand the mechanics of how to set up event tracking, analyse



By the end of the class, participants will:


Understand in detail how data is collected and measured in order to better manage changes to your tracking code and other tags


Organize a Google Analytics account into a properly structured configuration setup, which will better aid in setting up data collection and configuration


Apply advanced analytics tools and techniques such as creating custom reports, channel and content groupings, and advanced audience analysis



What is the difference between the Digital Marketing Analytics course and this Advanced Digital Marketing Analytics course

The Digital Marketing Analytics course covers the fundamental principles of Google Analytics, with participants attempting the Google Analytics Beginner Certification assessments during the course. The Advanced Digital Marketing Analytics course dives deeper into advanced technical aspects and concepts of Google Analytic, with participants attempting the Google Analytics Individual Qualification at the end of the course.

Both courses are recommended to be taken in sequence with the Digital Marketing Analytics course preceding the latter.

What is the Certification all about Is it recognized

Getting certified by Google for passing the Analytics Individual Qualification exam is a demonstration of proficiency and efficiency for individuals in leveraging Analytics within their organizations.

The Analytics Individual Qualification certification exam is free of charge and remains valid for 12 months. 

Im still unsure whether this course can help me meet my objectives

If you’re unsure which courses can best help you meet your objectives, you may want to check out our Course Selection Diagnostic Tool and answer 3 questions to determine a suitable course for your needs.

What is covered on the Advanced Google Analytics Training

Within the Advanced Google Analytics training we cover the core skills to really master Google Analytics. These include:

Advanced Reporting Techniques

  • Using advanced segments and custom dimensions to model different visitor types and their behaviours
  • Building custom reports
  • Using Google Analytics regular expressions (regex code) in filters, segments and searches
  • Building Automated dashboards in Google Sheets
  • Segmenting users by visitor age, gender, interests, industry and more, using Advertising Features
  • Setting up In-page analytics to enable data overlays

Attribution Modelling

  • What is attribution modelling ?
  • Understanding multi-channel funnel reporting
  • Different attribution models; examples and use cases

Advanced Conversion Measurement Techniques

  • Measuring e-commerce activity and capturing purchase information
  • Capturing off-line conversions using the Google measurement protocol
  • Integrating with Google AdWords
  • Importing cost data from other platforms
  • Adding your own data and Dimension Widening with Custom Dimensions & Custom Metrics

Event Tracking and Using Google Tag Manager

  • What is Google Tag Manager and when/why to use it
  • Setting up Google Analytics tracking via Google Tag Manager
  • Capturing GA Client ID and using it to understand conversion behaviour
  • Tracking events using Google Tag Manager
  • Tracking downloads, link clicks and video using event tracking

Advanced Configuration Topics

  • Subdomain tracking and cross-domain tracking
  • Measuring content sharing using social interaction tracking
  • Analysing website speed
  • How and why to set up Roll Up Accounts
  • The structure of Google Analytics Cookies
  • Tracking authenticated users (logins) across devices
  • Filtering bots, spiders and spam traffic

Migrating to Universal Analytics

  • The differences between Universal Analytics and Google Analytics
  • Migrating to Universal Analytics

Further Resources to Support you After the Training

  • Google Tag Assistant & WASP.Inspector
  • Getting a Google Analytics certification
  • Google Analytics / Tag Manager resources on the web
  • Google Analytics reading and literature

Advanced Google Analytics Training Logistics

  • This is a one-day training.
  • The training day runs from 9:00 – 5:00 with short breaks and a lunch break during the day.
  • Everyone who attends will need a laptop to work on. (We can provide a laptop for the day if you do not have one.)
  • We provide lunch and cold and hot drinks during the day.
  • Maximum of 8 delegates per training to ensure you get individual attention and to give us time to work with you on your own keywords and website.
  • All delegates will receive a copy of the training manual.

Who Is This Training For?

The ODM Advanced Google Analytics training is designed for people who are technical and responsible for, or interested in, setting up and maintaining a reliable Google Analytics account.

Your trainer will show you how to configure and maintain your account so that it runs in the optimum way for your organisation.

Attendees will need full administrator level privileges to your Google Analytics account and ideally have good HTML and JavaScript experience with editor access to your website’s content management system.

What previous attendees have said about the SEO Fundamentals training.


I found ODM’s SEO course very informative and highly relevant to what we are trying to achieve.  I would definitely recommend them and will almost certainly call upon their expertise in the future.

Dan Turner – Euroswitch



The ODM SEO training was hugely insightful and gave me all the relevant tools to help improve SEO, not only for the company I represent, but also for my clients.

Robyn Morrison – Energy PR



ODM help business owners to see the way through the online jungle and give a structural and well-thought out learning experience.



The one day training workshop on SEO fundamentals was hugely informative for finding out ways to improve our website.  I would highly recommend any entrepreneur booking one of these courses.  We will definitely be in touch with ODM for more tips and advice.

Georgina Hamilton – M40 Offices



I was expecting a course about the theory of SEO.  I left with a personal plan and actual SEO ideas for my own site – it exceeded my expectations.

John Batch – The Flying Doctor

About the Trainer.

The Advanced Google Analytics training is lead by Simon Wallace-Jones. Simon is Google Certified consultant in Google Analytics, he has been involved in major Google Analytics and Google Tag Manager implementations and has been the resident trainer for SEO and Analytics at Oxford University since 2012, so you are in safe hands.

Simon always works on making the day as fun and effective as possible and will work you in particular on the specifics of your use of Google Analytics.