Dana DiTomaso – Analytics for Agencies

Dana DiTomaso – Analytics for Agencies

Grow Your Agency with Google Analytics Training & Templates

Analytics for Agencies teaches agency teams and marketers everything they need to build a thriving analytics practice, scale their processes, and become trusted experts.

• Get proven templates, reports, and frameworks to successfully deliver analytics services
• Learn step-by-step how to audit, plan, and implement a complete Google Analytics 4 and Google Tag Manager setup
• Discover how to transform data into actionable insights and create meaningful client reports in Google Looker Studio and GA4

WHAT WILL ANALYTICS FOR AGENCIES TEACH ME?

Take the mystery out of analytics and prove your value to clients

Establish a strong foundation with the basics

Understand how analytics and attribution works, the impact of privacy laws on data collection, and why you can’t (and don’t want to) track everything.

Develop a framework to inform your processes

Learn how to organize the various Google properties, get templates for account access, and tool recommendations for monitoring issues.

Audit client’s existing analytics setup

Learn how to uncover everything your client is tracking, issues with their setup, and how to present your findings in a meaningful way.

Understand how to set goals that align with analytics planning

Setting real goals is scary. Learn how to ask the right questions, to get a deeper understanding of what matters to the company when goal setting, and how to get clients onboard.

Build and implement a robust analytics plan

Get help determining what you should be tracking and how to create a sandbox to test everything so implementation is smooth once live.

Learn how to create reports and blend data in Looker Studio

Learn how to blend data sources, add custom fields, and build reports that your clients will actually read and understand.

Troubleshoot common analytics problems

We share common issues and solutions so your analytics plans won’t get derailed.

Get the nitty gritty details for specific analytics how-to’s

Access detailed how-to videos that cover everything from cross-subdomain tracking to data retention to core web vitals.

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

Analytics training every digital agency team should have

The Analytics for Agencies course walks your team through the various layers of analytics. Learn how to use important digital analytics platforms like GA4, Google Tag Manager, and Looker Studio to enhance data collection and get the full picture of how a website is performing.

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

For digital marketing teams who want to expand their analytics and reporting services

Save time

Save hours using our premade Goal Charter, Analytics Plan, GA4 Templates, Google Tag Manager container, and Looker Studio Dashboards.

Grow your services

Learn our processes and use our resources to grow your services and deliver effective analytics solutions to your clients.

Scale training

Build team confidence, knowledge, and skills. Create a solid foundation and language for your entire team, so everyone is on the same page.

Build stronger relationships

Future-proof your business and skill set while building stronger relationships with clients by proving your value.

Gain the skills you need to:

• Show the impact of your marketing strategies
• Identify which data to track and why
• Set goals effectively and develop a goal charter
• Understand the story the data is telling and effectively communicate it with your clients
• Design, structure, and organize your analytics in an agency environment
• Design powerful custom reports and dashboards in Looker Studio

• Configure GA4 based on your analytics plan
• Use Google Tag Manager (GTM) to measure custom events, conversions, and more
• Determine which privacy laws you need to be concerned with and how it will affect your analytics plan
• Apply consent mode in GTM and implement cookie consent frameworks
• Perform an analytics discovery
• Troubleshoot common analytics issues

Get answers to the most commonly asked analytics and reporting questions digital marketers have, such as:

• How does Google Analytics 4 (GA4) work and how do I use it?
• How can I segment my data to discover important business insights for my clients?
• How do I import my historical data from Universal Analytics to GA4?
• Should our digital marketing team be making custom dashboards in GA4? Is it really worth all the work?
• Is there a way to identify which marketing activities have the most impact on a website’s overall performance?
• Are traditional metrics like time on the site, pageviews, and new vs returning visitors telling what I need to know? What should I be including in my reports?
• People are still talking about reporting on Bounce Rate, but is this something that should be included in reports in 2022?
• What is the best way to analyze a steep drop in traffic? How do I know if it’s a site issue versus a change from outside factors, like covid, seasonality, or algorithm updates? How do I know if it’s a penalty?
• What information should I be pulling from GA4, Google Business Profile Insights, and Google Search Console?
• How can I test and troubleshoot goal setup with Google Tag Manager?
• How can I track form fills from my website? What if I’m using Contact Form 7 or Gravity Forms for WordPress? What about other form solutions like Jotform — how do I track those?
• How do I know if Google Tag Manager is doing what I want it to?
• Is there a way to tell if my content is actually helping drive conversions?
• Can I tell if website visitors are actually reading and consuming my content?

WHO IS THIS COURSE FOR?

Empower everyone on the team, regardless of their role with analytics knowledge

This course is designed for digital marketing agencies who are looking for a streamlined approach to analytics, need effective team training, crave custom reports clients will read, and believe integration across various platforms is critical.

Whether you’re a Digital Strategist, SEO, Social Media Specialist, Consultant, Team Lead, or Account Manager this course will strengthen your team’s analytics skills and better serve clients.

This course will benefit your team if:

• You’re frustrated with disjointed data from your website, Google Search Console, Google Business Profile, Google Ads, and other data sources
• You’re confused how to integrate the various platforms like Google Tag Manager or Looker Studio alongside your analytics plan. Do you have to use Google Tag Manager if you’re using GA4? How does Google Tag Manager work?
• You’re tired of guesswork and ready to prioritize data-driven marketing strategies while demonstrating your agency’s value to your clients
• You’re managing multiple analytics accounts for multiple clients
• You’re in the process of migrating from Google Universal Analytics (UA) to Google Analytics 4 (GA4) and not sure where to start
• You’re finding that clients aren’t connecting with the reports you create and often question the results you deliver

Exclusive Community

Accelerate your analytics skills

All enrolled students get access to our exclusive analytics community where you can ask any questions and interact with fellow learners.

Think of the community as a lifeline to your real world analytics implementation. You’ll be able to get answers to issues you’re facing, troubleshoot, get a second opinion, and collaborate with other agencies and marketers.

Instructors, course contributors, and the KP Playbook team, actively answer your questions, provide you direction, and offer hands-on support through regular office-hours for learners.

Who’s Teaching the Course?

Dana DiTomaso

Dana is President & Partner at Kick Point, where she helps people and teams do better marketing through her analytics training and set up, speaking, writing, and online courses. Her 20+ years of experience in the digital marketing industry means she has seen it all.

Dana speaks at conferences around the world about reporting, analytics, SEO, and brand building. When she’s not speaking or working with clients, she’s helping people learn through her four LinkedIn Learning courses or weekly Tech Column segment on CBC Edmonton AM. Dana ensures that her audiences learn how to set real goals (even though it’s scary), use actual data, audience research, brand strategy, and reporting to make smarter business and marketing decisions.

Dana has a knack for distilling seemingly dense topics like “How to Implement Google Tag Manager” in an engaging and accessible manner. She likes to impart wisdom to every learner and accomplishes this through the use of memorable visuals, guided instruction, and proven principles.

After years of helping in-house agencies set up analytics, go beyond vanity metrics and prove their worth with better reporting; Dana has created an online course sharing her knowledge, best practices, and frameworks to train teams how to provide better analytics to their clients.

Why should I trust you?

Practical experience

Everything we teach is based on the analytics and reporting work we do at our own agency. We’ve successfully planned and and configured hundreds of Google Analytics accounts across many different industries.

20+ years of teaching

Dana’s helped thousands of marketers, SEOs, and agencies improve their skills through her training programs on LinkedIn Learning, teaching at the University of Alberta, workshops, and speaking at conferences around the world.

Invaluable assets

We share everything we use daily at our agency for our analytics services. You get our analytics planning documents, Google Tag Manager containers, Looker Studio report dashboards, and other client ready resources to use for your business.

Proven results

Become a trusted expert and build a thriving analytics practice with our best practices, strategies, tips, and templates. Get real world implementation support and one on one help directly from Dana (yes, you can ask her questions any time).