Google Analytics Training

Basic and advanced courses from a Google Analytics 360 Sales Partner

Trainer with 10+ years' experience

Actionable insights

Real-life examples and use cases

Practical sessions

Beginner and advanced courses

Our courses

We have two levels of courses to suit all abilities of analytics user. Whether you are starting out with Google Analytics or need to know how to take your knowledge of GA4 360 to the next level, we have a course for you.


Core concepts

Core concepts is right for you if:

  • You are new to GA4 or
  • You rarely use the software and haven’t had formal training or
  • You want to get the best out of Google Analytics’ standard tools.

View course outline

Advanced concepts

Advanced concepts is right for you if:

  • You have been using Google Analytics for some time at a good level or
  • You have used other analytics packages to a high standard or
  • You want to drive more value from Google Analytics.

View course outline

Course day essentials


The price of a one-day course is £475 + VAT with a discounted offer of £850 + VAT if you take both days’ training.

The course will be held at Google’s offices in King’s Cross and will run from 9:30 am – 4:30 pm.


The next available dates are as follows:

Core concepts: TBA

Advanced concepts: TBA

As part of the course package, we will provide:

  • Lunch and refreshments
  • Course materials
  • Notebook and pen.

You will need to bring your own laptop and charger in order to participate in the practical sessions.

Interested in Analytics training?Register for future dates

Core concepts

The core concepts course is targeted at Google Analytics users with beginner or intermediate levels of experience using the tool. It will equip attendees with a thorough knowledge of the product to allow them to become expert analysts and quickly enable them to start producing actionable insights.

Core concepts course outline


Introduction to Google Analytics

  • Overview of the market-leading software
  • Best practice account structure
  • Tracking overview and how to implement it
  • How Google Analytics collects and processes data
  • Measuring and segmenting what matters to your business using dimensions and metrics
  • Connecting user behaviour across devices and browsers using userID


Reporting capabilities

  • Reporting overview, including Audience, Acquisition, Behaviour, Conversions (AABC)
  • Deep-dive into key reports
  • Reporting features, functionality and anatomy
  • Real-time reports
  • Dashboards and how to create them
  • Understanding and setting up content groupings

Campaigns and KPIs

  • Designing and measuring KPIs to fit your business strategy
  • Attributing by source and campaign using UTM tracking
  • Channel groupings, and how to set them up
  • Goals, configuration and funnels
  • Ecommerce and Enhanced Ecommerce overview
  • How to compare attribution models and decide which one is right for your business
  • Multi-channel funnel reports


The tools for actionable insights

  • Custom reports tailored to your business
  • Segmentation of data
  • Audiences – define the people most likely to convert on your site, which can be used for more efficient targeting for your digital advertising

Interested in joining one of our courses?Contact us today

Meet your trainer

Paul Shearing

Head of Analytics and Data Science, and Google Analytics specialist


Paul has worked at Search Laboratory for 13 years and currently leads the operational analytics and data science team. Having started in paid search, Paul has also specialised in conversion optimisation and is now an expert in both Google Analytics, and the enterprise version, Google Analytics 4 360. He works with clients, such as multi-channel retailer Studio, to drive value from the platform and utilise its advanced features.

Advanced concepts

The advanced concepts course is targeted at Google Analytics users that play a part in the solution design at their organisation.  It would also suit those analysts who are keen to understand the full potential that the tool offers or technical staff keen to understand the ins and outs of implementation.  It is presented using real-life scenarios to help attendees really grasp the concepts and start to think of applications within their companies.

Advanced concepts course outline


Under the bonnet of Google Analytics

  • Tracking code and what it does
  • How to debug issues and what to look out for
  • Cookies
  • Code customisation
  • Common issues and how to overcome them
  • Cross-domain and sub-domain tracking
  • An introduction to Google Tag Manager

The implementation of advanced features

In this section, we will use a hypothetical case study to interrogate advanced features of analytics that will lead to a more accomplished roll-out of the tool. These will include:

  • Custom dimensions
  • Custom metrics
  • Events
  • Virtual page views
  • UserID implementation
  • Data upload
  • Measurement protocol
  • CRM integrations
  • A deep-dive into Enhanced Ecommerce

Making use of it all – actionable insights and audience activation

  • Segmentation deep-dive
  • How to put audience activation into practice with real-life use cases
  • Getting the most from your remarketing
  • Conversion optimisation with Optimize 360
  • How to find ‘lookalikes’ of your best customers


Beyond the Google Analytics user interface

  • Google Data Studio for visualised reports
  • API integration
  • BigQuery data processing

“We’re really pleased with the work Search Laboratory has carried out and look forward to reaping the benefits of using the Google Analytics 360 platform.”

Rebecca Smith, Digital Analytics Manager, Ann Summers 

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