Analytics for Agencies

Take the guesswork out of analytics, streamline your processes, and feel confident in the insights you provide your clients.

Our comprehensive online course is built specifically for digital marketing agencies and freelancers who want to create reliable analytics plans and meaningful client reports.

Instructor: Dana DiTomaso English English 100% Self Paced

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.

Rand Fishkin
Co-Founder & CEO, Sparktoro

“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.”

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

Take the guesswork out of analytics!

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
  • Effective and collaborative goal setting
  • Creating analytics plans
  • Implementation (without a developer!)
  • Building meaningful reports that your clients will actually engage with

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.

Watch a free lesson

Not sure if this is right for you? We’ve unlocked this lesson covering what to review when you first encounter your client’s analytics accounts.

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.

Master analytics and reporting at your own pace

The Analytics for Agencies course consists of 11 modules with individual video lessons. This is a self-paced course so teams can take in small amounts of information on their own schedule. The majority of the lessons are voice-over screen recordings with enhancements that provide step-by-step guidance.

Each lesson is accessible with closed captioning, transcripts (currently in English only), and visual demos so learners can see exactly how to complete a task and get hands-on experience. Modules include templates, additional resources, tool recommendations, and suggested further reading for those who want to dive deeper into a subject.

Course Content:

11 modules • 90 lessons • 9h 13m total length
  • Recommended Tools & Resources
  • Mindset Check
  • How Does Analytics Work?
  • How Does Attribution Work?
  • Why Can't We Track Everything?
  • Do We Need to Worry About Privacy Laws?
  • Organizing Google Properties
  • Getting Access From Clients
  • Why Clients Should Own Their Properties
  • Monitoring and Management
  • Overview of GA4
  • Overview of Universal Analytics
  • What is Google Tag Manager For?
  • What is the Data Layer and What is it Used For?
  • Overview of Looker Studio (Formerly Google Data Studio)
  • Overview of BigQuery
  • Can We Use a Non-Google Analytics Tool?
  • Why Start with Discovery
  • Questions to Ask in Analytics Discovery
  • What to Review in Analytics Discovery
  • Presenting Discovery Findings
  • Creating the Goal Charter
  • Using the Goal Charter to Develop an Analytics Strategy
  • Overview of the Analytics Plan
  • What Should You Track?
  • Building Your Analytics Plan: Plan Document
  • Building Your Analytics Plan: Info & Annotations Tabs
  • Building Your Analytics Plan: GA4 Property Tab
  • Building Your Analytics Plan: GA4 Events Tab
  • Building Your Analytics Plan: GA4 Audiences Tab
  • Building Your Analytics Plan: Ads Configuration Tab
  • Building Your Analytics Plan: Internal Tabs
  • Building Your Analytics Plan: Campaign Tagging Tool
  • Presenting the Analytics Plan
  • The Importance of Sandboxes for Analytics Implementation
  • Starting Your Sandbox Testing
  • Reviewing Your Sandboxes
  • Going Live
  • Should You Build Your Reports in Looker Studio, GA4, or Something Else?
  • Designing an Effective Report
  • GA4 Reports: Library & Collections
  • GA4 Reports: Modifying Existing Reports and Creating New Reports
  • GA4 Explore: Using Explorations
  • Looker Studio: Report Building Basics
  • Looker Studio: Working with Charts
  • Looker Studio: Working with Data Sources
  • Looker Studio: Drill downs and Other Interactive Features
  • Looker Studio: Adding Custom Fields
  • Looker Studio: Adding Filters to Charts
  • Looker Studio: Advanced Dates and Comparisons
  • Looker Studio: Blending Data Sources
  • Looker Studio: Speeding Up Your Reports
  • Looker Studio: Sharing & Tracking the Report
  • Looker Studio Sample Report: Non-Local
  • Looker Studio Sample Report: Local
  • Ongoing Maintenance
  • Now What?
  • What if We Can't Get GTM Access?
  • A Client is Leaving Us. Do I Have to Give Them Access to the GTM and GA Accounts We Made for Them?
  • What is a User in GA4?
  • What is Thresholding and Why am I Seeing it in My Reports?
  • Why am I Seeing Traffic in the Unassigned Channel in GA4?
  • Why Doesn't Bounce Rate Match Between UA and GA4?
  • Why Don't My Google/Facebook/Whatever Ads Clicks and My GA Sessions Match (or Conversions)
  • Why Can't I See What Organic Keywords Convert?
  • Capturing URLs with #s in GA4
  • How to Use Variables in GTM to Direct GA4 Traffic
  • How Lead to Client Tracking Works
  • How Does Consent Mode Work in GTM?
  • How to Evaluate if Consent Management is Set Up Correctly
  • How Can You See What Other Websites Are Doing When it Comes to Analytics Tracking?
  • How to Capture Image Views in GA4 (Plus alt tag Text!)
  • How to Set Up User ID Collection in GA4
  • How to Use Analytics Testing Tools
  • How to Use the CASE Function in Looker Studio to Recategorize GA4 Traffic
  • How to Create an Event in GA4
  • Dimension & Metrics Reference
  • Event: accordion
  • Event: content_dwell, content_scroll, and content_consumed
  • Event: cta_button
  • Event: email_link, tel_link, and sms_link
  • Event: fetch_user_data
  • Event: form_submit
  • Event: click, internal_link, and external_link
  • Event: javascript_error
  • Event: page_404
  • Event: page_view
  • Event: scroll
  • Event: file_download
  • Event: video_start, video_progress, and video_complete
  • Event: Web Vitals
  • Event: first_visit and session_start
  • Event: view_search_results
Aleyda Solis
Founder & SEO Professional, Orainti

“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!”

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?

Ready to take the mystery out of analytics?


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

Let us help you convince your company to pay for your course. Click this link for a pre-written email to make your case.

Enroll Now
Andy Crestodina
Co-Founder & CEO, Orbit Media Studios

“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.”

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.

Get the training you need to sell and deliver analytics solutions

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.

Headshot of Nishant Fernando
Nishant Fernando
Previous Learner

“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!”

Ready to learn analytics and reporting?

Frequently Asked Questions

Yes we do!

If you’re buying for yourself, select one of these options:

If you’re buying for your team, please contact us with the number of people in your team and your preferred payment arrangement (3, 6, and 12 months are most common). We’ll then send you a link to purchase and add your team.

Absolutely and we do already have people who work in-house taking the course. When we say “client”, think about your company’s leadership — they are essentially your clients! Depending on the size of the company that you work at, you may already be wrestling with multiple analytics properties, like an agency would. Plus our bi-weekly office hours and community give you opportunities to ask specific questions.

Each lesson is in video format with screen-sharing, closed captioning and transcripts (currently in English only). The videos include how-to’s and demos so learners can see step-by-step how to complete a task. There are also  additional resources (documents, pdfs, etc) and suggested further reading URLs provided in every module.

When you enroll in the Analytics for Agencies course you get:

  • Instant access to all video lessons (90+),
  • Live Office Hours to ask implementation questions and get help directly from your instructor, Dana DiTomaso,
  • Community hosted in Circle where you can connect with other leaners and ask questions
  • Client-ready templates, a complete guide on GA4, Google Tag Manager, and Looker Studio!

I<3GA4 (😉 secret code)

No! Feel free to jump around the course and watch the lessons that you are most interested in first or start with areas that you’re struggling with. It can be a choose your own adventure learning experience.

We’ve broken up the videos to make it easy for you to find specific how to items instead of having to search through an hour-long video.

Related lessons are always mentioned and linked to in a resource as well, and if you start a lesson with supplementary content we’ll always reference the other lessons in our Resources section.

Yes. You don’t lose your access at all, even when you’re done. Office hours can still be attended.

No minimums are required! We have people taking the course who have just one or a few clients, all the way up to larger agencies.

You definitely don’t have to use Looker Studio. The reporting templates we supply are built in Looker Studio but you can take our recommended reporting elements and build a dashboard in any other tool using our template as a guide. We also cover GA4, which is useful no matter what 3rd party reporting tool you use.

You do not need to have GTM experience. The videos cover how to use GTM and walk you through how to implement our default container step-by-step, plus we’ll be adding a GTM reference module to the course. That reference module will help you create your own tags/triggers/variables that we don’t cover in our default container or in our How To module.

You don’t need to be able to code at all — but being able to look at HTML and be able to determine what class or ID an element has will help. We have a recommended tutorial in the Community to check out.