About this course

  • Are you getting the best possible result from your online campaigns? 
  • Are particular pages on your website acting as road blocks?
  • Is the agency that runs your campaigns telling you the whole story?

You can answer each of these questions with Google Analytics. When you're proficient in Google Analytics, you won't be at the mercy of whatever information you're given: you can go and get your own.

That is: IF you know how to interpret the data. Because Google Analytics can be overwhelming. 

This course will focus on Google Analytics as it applies to Higher Education. We won't go any deeper into technical details than we absolutely have to to get actionable insights that will help you get more out of your marketing efforts.

If you like, I'll even help you to set up goal tracking and reports, so that you can keep the pulse of your institution's student recruitment efforts.

Key facts

  • Foundation level

    Join without prior knowledge and experience, or with some initial experience.

  • 8 Hours

    Total estimated time commitment.

  • Online

    View the videos and work on assignments at your own schedule. Ask questions and share experiences during the 3 live Zoom calls.

Course curriculum

  • 1


    • Personal Introduction

    • Overview: What to Expect

    • Intake Survey

  • 2

    Why Google Analytics

    • Overview

    • How GA works

    • UA vs. GA4

    • Recap

  • 3

    Installing Google Analytics

    • Overview

    • Regular setup

    • GA setup with Tag Manager

    • Analytics setup - recap & assignment

  • 4

    Reporting Concepts

    • Overview

    • Dimensions vs KPIs

    • Interpreting GA Data

    • Recap & Assignment

  • 5


    • Overview

    • Tracking conversions through a Thank-you page

    • Button Click tracking

    • Recap & Assignment

  • 6

    Optional LIVE Session

    • Optional LIVE session

  • 7


    • Overview

    • Audience report

    • Acquisition report

    • Behavior report

    • Conversions

    • Recap

    • Assignment - Audience

    • Assignment - Acquisition

    • Assignment - Behavior

    • Assignment - Conversions

  • 8

    Advanced Analysis

    • Dashboard

    • Analysis with segments

    • Recap

    • Assignment

  • 9


    • Overview

    • Assignment

  • 10

    Optional LIVE Session

    • Optional LIVE Session

  • 11

    Post course check-in after 3 months

    • Post course check-in

Learning Goals

What will you be able to do after completing the course?

  • Understand how Google Analytics tracks website visits

  • Understand what the key dimensions and KPIs in Google Analytics actually mean (e.g. What is a "session" and an "event"?)

  • Understand the key differences between Universal Analytics and the new GA4

  • Identify "goals" on your website that should be tracked and set up tracking for them.

  • Use Google Analytics for campaign evaluation and budgeting

  • Identify bottlenecks in your campaigns and website and develop possible alternatives.

Got a question?

Send me a message


Watch Intro Video



Shen Li

Avans University of Applied Sciences

The training is very tailored to marketing staff at HEI's. I believe there will be more questions coming up while diving in GA to monitor the performance and adjust the goal, but this fundamental course explained the basic and practical functions of GA to make a kick start.

The step-by-step learning by doing to set up the goals for conversion was very useful; and understand where to look for what type of information to understand the data as well. As it can be somewhat confusing to look at data in GA without sufficient knowledge and a clear vision of what to look at.

Noortje de Kort

Avans University of Applied Sciences

During the course, we had a tailored look into our online activities with an experienced online marketeer specialized in online marketing for the HE sector.

The course helped us understand what we can measure, how to do it and to identify (quick) wins.

The practice within Google Analytics itself, getting familiar with the different things and setups was most useful for me.


  • Do you offer in-company training?

    Yes, this programme can be delivered in-company. Both online and in-person, depending on my calendar. If you're interested in in-company training, please contact me to discuss the options.

  • Are there any discounts available?

    Yes. I offer discounts in the following circumstances:
    - If you enroll 4 or more participants simultaneously
    - If you plan to combine multiple courses
    - For schools based in a middle or lower income country, as defined by the World Bank
    - Additionally, this course qualifies for the HRD-Corp training scheme in Malaysia.
    If any of the above applies to you, please contact me for a discounted quotation.

  • Is it possible to sign up through other methods than credit card?

    Yes. Simply contact me and I will provide you with an invoice according to your institution's specifications that includes bank payment details.

Do you have a question?
Contact me here