Google Analytics Academy Certification Guide

Google Analytics Academy Certification Guide

Google Analytics Academy Certificate


Google Analytics Academy Certification Guide Notes

Continuing education is absolutely crucial in all industries, but especially in the world of digital marketing. As a digital marketing and social media professional that doesn't want to spend the time or money pursuing an MBA (or other expensive traditional academic courses), I'm passionate about all of the free education you can get straight from your computer and the Google Analytics Academy Certification is a valuable program. 

I've written extensively about my HubSpot Inbound Certification coursework (free) and the HootSuite University Social Media Marketing Certification course (only $200). Now it's almost time to renew my HubSpot Academy Inbound Certification and definitely time to pursue additional course certifications. 

There are several great options out there for frugal bootstrapping business enthusiasts like myself, but Google seemed like a no-brainer to take next. Google Analytics is an excellent free tool to improve the effectiveness of your websites, media, AdWords, SEO, User Experience (UX), and so much more. These series of posts will be about my thoughts, answers and notes regarding the Google Analytics Academy Certification courses and tips to help you get certified. I hope they can help you out!  


Google Digital Analytics Fundamentals

Consumers have a wealth of information on all products and services they want to purchase. We must be able to analyze and interpret data for our businesses to better serve them.

1) Understand all the ways you engage with customers
2) Measure effectiveness of engagements
3) Take action based on data to optimize business results

Google Digital Analytics

Analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and prospects have, boosting business results

Quantitative Data Sources:

-Websites
-Mobile Applications
-Cloud Connected Point of Sale systems
-CRM systems
-Video game consoles
-Home appliances (NEST)

Business Objective & Measurable Outcome:

-Ecommerce:                Sell products
-Lead Generation:        Contact information for sales prospects
-Content Publishing:    Ads shown to visitors
-Online Info/Support:  Help customers find information
-Branding:                   Drive brand awareness and engagement

Macros Conversions:  Eliciting primary outcome
Micro Conversions:    Eliciting secondary or partial outcome

Measure - Report - Analysis - Testing - Improve (Repeat)

Aggregated Data: Changes in overall user behavior over time

Data Segmentation:
-Allows you to isolate and analyze subsets of your data
-Example: Segment by marketing channel (site or device)
-Date & Time
-Desktop, Tablet, Mobile Phone
-Marketing Channel: Search, Social Media, Email, Referral
-Geography
-Customer Data & Characteristics

Business Objective & Measurable Outcome:

-Ecommerce:                Sell products
-Lead Generation:        Contact information for sales prospects
-Content Publishing:    Ads shown to visitors
-Online Info/Support:  Help customers find information
-Customer characteristics and data

Context: Help you determine if performance is good or bad

Internal Context:   Set expectations based on own historical performance. Use with KPI- Key Performance Indicators you set

External Context:  Industry benchmark data 


Conversion Attribution: Assigning credit to marketing channel

Last Click Attribution: All value gets assigned to last marketing activity that elicited a macro conversion. Not always accurate

First Click Attribution: Marketing activity eliciting first action in customer journey. 

Linear Attribution: Evenly values all steps involved in conversion

Time Decay Model: Gives less credit the further out an action is from the final conversion. 1/2 Credit 7 days, 1/4 Credit 14 days, etc

Position Based Model: Give Credit Evenly to First & Final Actions, half credit or less to intermediate actions.

Google Tip: Multiple channels work together to drive conversion. 

You're on your way to your Google Analytics Certification!




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I hope you enjoyed this post on getting certified with Google Analytics Academy. I hope you'll take the courses as well!

Interested in more digital analytics wisdom and tips?

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Best Of Luck In Business!

google analytics certified marketer


Google Guide By Michael J. Schiemer
Digital Marketing, Social Media, & SEO
Google Analytics & AdWords Certified
Mike Schiemer Builds Better Business

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