Search Engines and Google Analytics
Training from Virginia Tech Marketing and Communications
This training video from June 2023 goes over the differences between Google Analytics 3 (also referred to as Universal Analytics) and GA4, new measurement terms and definitions introduced into GA4, reporting features, and how to use high-level GA4 in day to day use.
This training video from Sept. 2023 discusses the following:
- What does “UTM” mean and what does it do?
- When and how do you use UTMs? (And when you shouldn’t use them.)
- What is the UTM “parameter/value” structure?
- What are the various UTM parameters and their possible values?
- How do we use UTM parameters in URL tracking?
- How do we report on the UTM results?
This training video from Nov. 2023 will show users how to use reporting and explorations to track UTM performance (as well as VTNews stories). It will also focus on understanding the purpose of explorations in GA4 (vs reporting), and how to build and modify a report using real-world examples.
This session will serve as an overview of what SEO is, how to build an SEO strategy, what tools are available, and measurement. It will also include some introductory “dos and don’ts” when getting started with SEO. Topics include:
- How search engines work
- What on- and off-page elements engines use to rank content
- How to build an SEO strategy, How to perform keyword research
- How to optimize content before or after it's written
- What metrics you can use to measure success
Training from Google (Free)
This will show how Google Analytics collects and processes data, how a user can set up an account, and how dimensions and metrics can impact reports.
Course length: 1 hour
This course will introduce users on how to navigate the Google Analytics interface more in-depth, how to utilize reports and how to manage data sent to the reports.
Course length: 1.2 hours
Key measurement featuers in Analytics will be discussed that can show impacts of marketing efforts.
Course length: 39 minutes
This course focuses on how to control collected data, combine data from other sources, and learn about options if enterprise Analytics features are needed.
Course length: 46 minutes
Certification can be earned through demonstrating an understanding of Google Analytics 4 properties and using various reporting tools and features.
Length: 4.6 hour course/certificaiton.
Training from LinkedIN Learing
This course explains how to use Google Analytics to measure traffic, conversions, ad performance and ROI, and to identify how people use your website. Additionally it features the out-of-the-box functionality of Analytics, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available—from averages and segments to trends and context.
Course length: 1h 46 min
This course features how to use data streams and data filters, and how to work with events, ecommerce tracking, Google Ads, and BigQuery, and GA4 explorations.
Course length: 1hr 22m