What You’ll Learn:

The Analytics for Agencies course will teach you everything you need to know about analytics, reporting, and measuring key performance indicators (KPIs) that align with clients goals. We’ll guide you through how to use Google Analytics 4 (GA4), Google Tag Manager (GTM), and Looker Studio (formerly Google Data Studio or GDS).

• Effective goal setting, using goals to develop an analytics plan, and measuring your online success
• Data analysis: how to segment data, understand what’s going on, and uncover unique business insights
• Discover which traffic sources and channels bring the highest quality leads
• How to use Google Analytics 4 (GA4) to measure and improve your website’s performance
• The best framework for planning and implementing your analytics strategy
• Learn how visitors engage and consume your content and what pages are performing best
• How to use Looker Studio (formerly Google Data Studio) for creating custom client reports and blending data sources
• How to use Google Tag Manager: setting up triggers, tags, and variables

Here’s how Analytics for Agencies will help train your team:

Live Office Hours & Private Community

Ask any question and get implementation help

• Get direct help and answers to all of your questions in our live office hours sessions
• Connect and learn from fellow learners in our private KP Playbook Community

Part 1: Fundamentals

Get the basics down

• Develop an understanding of what data can and can’t be captured
• Learn how attribution works, how touchpoints impact it, and the models available in GA4
• Gain insight into privacy laws that go beyond cookie consent and the impact they can have on your clients

Part 2: Account Structure & Management

Select the right structure to organize analytics properties at your agency

• Understanding the constraints and limitations of Google Analytics
• Use our templates to get hassle-free access to your clients’ tools and platforms
• Learn how to set up analytics monitoring and build trust with clients

Part 3: Getting Familiar with GA4, GTM, Looker Studio & BigQuery

Understand how all the analytics pieces fit together

• Understand the Google Analytics 4 (GA4) event driven data model and how it can improve the data you capture for analysis
• Learn what Google Tag Manager does, and how tags, triggers, and variables work together to make your analytics setup easy
• Get comfortable with Looker Studio and understand how data sources and reports work together

Part 4: Analytics Discovery

Build a strong analytics foundation through discovery

• Learn what’s involved in an analytics discovery for clients and how it can help you avoid under-quoting projects
• Understand what to ask for (and why!), what to review, and how to present your analytics discovery results to clients
• Start getting paid for your analytics discovery work, by using our Discovery Questions framework, GA4 Audit Dashboard, Discovery Report Template, Goal Charter Template, and other tools

Part 5: Analytics Planning

Create a comprehensive analytics plan designed to capture client goals and expectations

• Learn what’s involved in a robust analytics plan, and how to customize our provided tools for every client situation
• Utilize our Analytics Plan document, spreadsheet, and Campaign Tagging Tool to build your implementations quickly and efficiently
• Understand how best to present analytics plans to clients with our step-by-step walkthrough

Part 6: Analytics Implementation

Get your analytics implementations right, the first time

• Learn why analytics testing sandboxes are important and follow our process to create your own sandbox
• Follow our implementation flow to uncover bugs and issues before your go live with your new analytics configuration

Part 7: Reporting

Deliver meaningful reports that clients will actually read while proving your value

• Learn the 3 rules for reporting and how to design an effective report that your clients will actually look at
• Learn about GA4’s Library and Collections and how to modify and create new reports, as well as how to utilize Explorations to create funnels and advanced reports
• Build your reporting skills and knowledge in Looker Studio and create your own reports using our comprehensive template

Part 8: What’s Next

Set your analytics clients up for success with ongoing maintenance

• Build stronger client relationships as a trusted analytics provider through offering ongoing maintenance, education, and regular check-ins

Part 9: Troubleshooting

Get answers to common analytics questions and problems

• Learn how to navigate issues like getting GTM access, what to do when a client leaves, unassigned traffic in GA4 and more
• Experiencing a problem? Ask you questions in our community and we’ll help!

Part 10: How-To Library

A full how-to library to help you at various stages in your analytics process

• Get step-by-step instructions on how to tackle various features in GA4, GTM and Looker Studio, lead to client tracking, consent mode, and more

Part 11: GA4 Event Reference

Create events to enhance data collection and generate more useful reports

• Understand what each event actually means in GA4
• Learn how to create your own events in GA4 — using GA4 or via GTM

Dana DiTomaso