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Improve Marketing Results Using Advanced Analytics Techniques

This course is designed for business- and marketing-minded individuals to maximize the value of their digital analytics tools. Learn to customize Google Analytics to capture more meaningful data – from user interactions to conversions.

Master the Google Tag Manager to capture data on user interactions, such as PDF downloads, exit links and click-to-calls. Use advanced analysis techniques in Google Analytics to interpret and understand user behaviors and marketing channel effectiveness for your website.

This is part two in the series of Marketing Analytics courses. Prerequisites for this course include: Introduction to Digital Marketing Analytics or a solid understanding of analytics tools, particularly Google Analytics.

This course is part of the Digital Marketing Certificate. It may be taken individually or as part of the certificate.

This course can be applied to the Digital Marketing Certificate.


Tim Baumgartner

Tim Baumgartner

Tim founded and leads the analytics team at Laughlin Constable, which works to assign metrics to all advertising mediums and measures key performance indicators for marketing campaigns. Through Laughlin’s Full Circle Tracking approach, he analyses how multichannel advertising influences individuals ... read more

Who Should Attend

Business and marketing professionals and students; this  course does not require developer or coding knowledge.

Course Outline/Topics

  • Overview of Google Analytics implementation: basic, intermediate and advanced
  • Learn to use Google Tag Manager to capture user interactions on your website
  • Advanced analysis techniques using events and conversions
  • Learn eCommerce tracking and reports
  • Understand cross-channel attribution using multi-channel funnel reports
  • Learn methods for analyzing data across devices (desktops, tablets and mobile phones)
  • Learn to stitch together data across visits to create user profiles


Introduction to Digital Marketing Analytics or a solid understanding of analytics tools, particularly Google Analytics.


Program fee includes morning and afternoon refreshments, networking breaks, lunches, instructional materials and discounted parking.


"Thanks! Gave me great hands-on and skills I can take back and use now. No longer afraid of Google Analytics! Excited to implement more."  —  Participant, 2016

"I liked that it was very hands-on. It allowed me to ask a lot of questions pertinent to my company and see first-hand how everything would apply within our Google Analytics account. I liked the small class size as well."  —  Participant, 2015

All sessions are Face-to-Face unless otherwise noted.

Thu., Mar. 30


Location: UWM School of Continuing Education

Instructor: Tim Baumgartner

Fee: $349

CEUs: 0.7

Enrollment Limit: 20

Program Number: 5026-9356

Registration Deadline: Thu., Mar. 30

Register Now