What should be analyzed on a website?
Identify your KPIs
Install Google Analytics

Understand the interest of the tool
Interaction between Tag Manager and Analytics
Install Google Tag Manager
Deploy your Google Analytics account via Google Tag Manager

Understand the organization of reports
Choose your analysis period
Define your analysis segments
Understand the dimension / statistics relationship

View statistics by user
Cohort analysis
View user flow
Perform benchmarking

Identify the main channels
Analyze the search engines (which engines? Which keywords?)
Natural traffic VS paid traffic
View Treemaps reports
Check your netlinking
Link with Search Console and Google Ads
Track your emailings

Visualize the Internet user’s journey
Identify the research carried out
Create events: analyze the clicks on a link, the submissions of a form, etc.
See on which pages the events were triggered
A / B testing – Test several variations of a page with Google Optimize

Create a conversion
Analyze your conversions
Attribution models
Direct vs. indirect conversions
Identify the main conversion paths
Setting up an e-commerce site

Define your analysis period correctly
Compare two periods
Use the system segments
Create a segment
Filter the reports obtained

Workshop: Create custom segments and filters

What is a personalized report?
Build a personalized report
Use dashboards
Define an automatic email sending

Workshop: creation of several reports for different profiles (Traffic Manager, Marketing Manager, Manager)

Synthesis
Questions / Answers

Passing of the certification (if foreseen in the financing).