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: the basics of how analytics works, goal setting, creating analytics plans, and implementation. Gain insights into consent management, privacy laws, and cookies. 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.
Get access to production-ready resources:
- Our Goal Charter and Analytics Plan that you can start using with clients right away
- Templates to help you set up GA4 in minutes instead of hours
- Pre-built Google Tag Manager container, including everything you’ll need for implementing your analytics plan
- Sample Looker Studio (formerly Google Data Studio) dashboards that you can copy and modify for your own client reporting
- Checklists, resources, and more!
Analytics for Agencies offers interactive training that builds team confidence, knowledge, and skills. Create a solid foundation and language for your entire team, so everyone is on the same page and will deliver effective analytics solutions for your clients.
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“Agencies are regularly tasked with proving their value through metrics, and many are fired because they can’t effectively measure. That’s why Dana’s knowledge is so crucial and why I’d recommend this course to every agency team: clients expect high competency here. No one’s better qualified to deliver than Dana and Kick Point.”
In this course you’ll learn how 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 that to your clients
- Design, structure, and organize your analytics in an agency environment
- Perform an analytics discovery and learn why it’s an important part of the analytics process
- Configure GA4 based on your analytics plan
- Use Google Tag Manager 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 Google Tag Manager and how to use cookie consent frameworks
- Design powerful custom reports and dashboards in Looker Studio
- 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?
Join the Analytics for Agencies Course Waitlist
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 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
- 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
“Dana has an in-depth understanding of anything analytics and long time experience as agency owner and director: if there’s someone who you can learn from a wealth of knowledge about Analytics for Agencies it’s her!”
Accelerate your analytics skills through our exclusive community
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.
Join the Analytics for Agencies Waitlist
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.
“Deep analytics expertise but translated into plain English insights. That’s Dana. She is an expert at filtering the signal from the noise. I know of no better resource than Dana DiTomaso.”
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.
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“Dana DiTomaso is the only person I know capable of turning long sesquipedalian terminology and concepts totally fun, enjoyable and comprehensible. If you’re looking to learn something and you see Dana’s course or videos, WATCH HER FIRST before watching anyone else; you’ll be glad you did!”
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Frequently Asked Questions
We’re working hard on building the Analytics for Agencies course right now! Sign up to join the waitlist and you will be the first to know when enrollment is open. In the meantime, check out our Google Analytics 4 – Setting Up the Bare Minimum series:
Each lesson is in video format with screen-sharing, closed captioning and transcripts (currently in English only). The videos include how-tos and demos so learners can see step-by-step how to complete a task. There are also quizzes, additional resources (documents, pdfs, etc) and suggested further reading URLs provided in every module.