Course Outline
Analytics
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Introduction to web analytics
- The origins of web analytics
- Meaning of web analytics in marketing strategy
- Review of available analytics platforms
- Introduction to Piwik PRO
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User sessions and tracked events
- How does the data appear in the reports?
- Definitions and understanding of sessions and events
- Review of event types:
- Page Views
- Internal Searches
- Downloads
- Outlinks
- Custom Events
- Content Impressions and Interactions
- Goal Conversions
- Session tracking and tracker debugging
- Session log
- Tracker debugger
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Basic KPIs and their meaning
- Review of most important Web Analytics KPIs:
- Sessions
- Page Views
- Unique visitors / Users
- Bounce rate
- Returning visitors rate
- Using KPIs in analysis of the results
- Review of most important Web Analytics KPIs:
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Reporting
- Devices reports
- Traffic sources reports
- Reports of website pages browsed
- Reports of specific events
- Segmentation of the reports
- Comparing segments and time periods
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Conversions
- Understanding and tracking conversions
- Reporting conversions and related metrics
- Reporting capabilities related to conversions
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Custom reports
- Creating your own reports
- Explorer type of report as an universal analytics tool
- User Flow and analysis of user journeys
- Funnel report and using it for analyzing conversion paths
- Dashboards and widgets
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Additional configurations
- Custom Dimensions - what are they and examples of usage
- Dimension Value Grouping for custom and standard dimensions
- Usage of calculated metrics
- Custom channel grouping
- Scheduling email reports & alerts
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Additional reports
- Heatmaps - installation and ways of working
- Google Search - how to integrate, available data and reporting limitations
- Google Ads - integration and data analysis
- Website performance reports
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Users and permissions management
- Creation and management of user accounts
- Understanding permission hierarchy in Piwik PRO
- Assigning permissions and permission management
- User groups
- Permissions for modules
- Audit Log
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Reports and raw data APIs
- Introduction to Piwik PRO API
- Examples of API usage
- Using HTTP clients like Postman or Insomnia
Consent Manager
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What is Consent Manager and what you need it for
- Role of data processing messages
- History and introduction to GDPR
- Goal of having Consent Manager and its functions
- Good and bad practices - examples
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Configuration of Consent Manager on your website
- Interface layout
- Message content - capabilities and law regulations
- Decision categories
- Support for multiple languages
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Limitations related to anonymous data tracking
- Binding the identity between visits
- Accuracy of the data
Implementation aspects
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Settings of a specific website in Piwik PRO
- Review and explanation of global website settings
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Installing the code on the website
- Implementation of JS snippet
- CORS configuration
- Environment parameterization
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Consent Manager configuration
- Ability to build your own consent UI or integrate it with an already existing mechanism.
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Tracker configuration
- Proper configuration of domains and cookies
- Additional tracker configurations
Tag Manager
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How does the browser work
- Parts of the website address (URL)
- How the page is loaded into the browser
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What are tags
- Introduction to HTML, CSS and JavaScript
- HTML document structure (head, body + files)
- Role of tags in creating and modifying websites.
- Examples of HTML tags
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Basics of using JavaScript in the browser
- Basics of JavaScript syntax
- Console.log and debugging your code
- Functions, events and user interactions
- Document and window objects, DOM elements
- Using querySelector i querySelectorAll
- Additional useful methods
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What is Tag Manager
- The role and functions of Tag Manager
- Concept of managing tags, triggers and variables
- How the Tag Manager is loaded onto a website
- DataLayer - introduction and usage
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Methods of Page Views tracking
- Tracking Page Views for classic pages that reload
- Tracking Page Views for single page apps and SPA type of websites
- Tracking on demand - Virtual Page Views
- Configuration for reporting based on URL anchors
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Tags
- Custom JavaScript tags
- Piwik PRO features tags
- External integrations tags
- Dynamic HTML changes using tags
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Triggers
- Basic triggers: URL, click
- Detecting clicks and its limitations
- Advanced triggers: element presence, running tags through dataLayer
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Variables
- Using “Click Element” variable
- Creating functions in variables
- Resolving issues with variables
- Running tags basing on variables
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Changelog and publication workflow
- Changelog and version control
- Testing the changes using debug cookie
- Process of implementing and publishing the tags
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Advanced solutions
- Customisation of website HTML - Content Tracking example
- Triggers based on dataLayer events
- Optimisation and performance of the Tag Manager
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Best practices and case studies
- Review of best practices to use when implementing the Tag Manager
- Analysis of specific use cases
- Ups and downs of Tag Manager implementations
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Summary and discussion
- Summary of the Tag Manager knowledge
- Q&A
- Discussion about experiences related to implementation and usage of Tag Management Systems
Requirements
Delegates should have a basic understanding of marketing and website development. It is helpful to have some experience with HTML, CSS, and/or JavaScript, although this is not essential.
Delegates should also have a basic awareness of web analytics and its role in marketing strategy.
It is recommended that delegates have access to a Piwik PRO account before attending the course.