Web Analytics Mastery with Server-side Tracking

Course Outline:

Module-01: Understanding Web & Digital Analytics

➡ What is Web Analytics? Why Need it?

➡ Web Analytics vs Digital Analytics

➡ Web Analytics vs Google Analytics 4

➡ What is  Cookie? Understanding Various types of Cookies
➡ How Web Analytics works?

➡ Understanding the Process of Web Analytics

➡ What are Data Source & Web Analytics tools

 

Module-02: Understanding Google Tag Manager

➡ What is Google Tag Manager & How it works?

➡ Why need Google Tag Manager?

➡ Account Structure of Google Tag Manager

➡ Components of Google Tag Manager (Tags, Triggers & Variables)

➡ Introduction to GTM Built-in and User Defined Variables

➡ Install Google Tag Manager on a Website (Shopify+WordPress+Wix)

➡ Understanding Data Layer  in GTM for Dynamic Parameters

 

Module-03: Planning of Web Analytics

➡ Identify Web Analytics Objectives according to business goals

➡ Identify the KPIs

➡ Measurement & Reporting plan to align reports with objectives

 

Module-04: Introduction to Google Analytics 4

➡ What is Google Analytics 4 & how does it work?

➡ Google Analytics 4 Account Structure

➡ Google Analytics 4 Property & Data Streams

➡ Understanding Measurement ID in GA4

➡ Install Google Analytics 4 property for a Website with GTM

➡ Test the Setup with GTM & GA4 Debug view

➡ Google Analytics 4(GA4) vs Universal Analytics

 

Module-05: Google Analytics 4 Events Tracking

➡ Whats are events in Google Analytics 4

➡ Setup Enhanced measurement tracking in Google Analytics 4

➡ Setup Button Click  tracking in Google Analytics 4

➡ Setup Lead form, Sign up, Login & Site Search tracking in GA4

➡ Setup Contact Form  7 & Gravity form tracking in GA4

➡ Setup Calendly event tracking in Google Analytics 4

➡  Setup Phone Number & Email link Clicks tracking  in GA4

➡  Setup Cross-domain tracking  in Google Analytics  GA4

 

Module-06: GA4 Ecommerce Tracking

➡ Understanding GA4 Ecommerce Events

➡ Implement Data-layer on Website (WordPress + Shopify)

➡ Setup view_item tracking in Google Analytics 4

➡ Setup add_to_cart  tracking in Google Analytics 4

➡ Setup begin_checkout tracking in Google Analytics 4

➡ Setup purchase  tracking in Google Analytics 4

➡ Setup add_payment_info  tracking in Google Analytics 4

 

Module-07: Google Analytics 4 Conversions

➡ Whats are Conversions in Google Analytics 4

➡ Setup Conversion tracking in Google Analytics 4

➡ Connect Google Analytics 4 with Google Ads

➡ Import conversions from GA4 property to Google Ads account

 

Module-08: Google Analytics 4 Standard Reporting

➡ Understanding Metrics & Dimensions

➡ Acquisition reports in Google Analytics 4

➡ Engagement reports  in Google Analytics 4

➡ Monetization reports  in Google Analytics 4

➡ Demographics reports  in Google Analytics 4

 

Module-09: Google Analytics 4 Exploration Reporting

➡  Free form report in Google Analytics 4

➡  User Lifetime report in Google Analytics 4

➡  Path Exploration Report in Google Analytics 4

➡  Segment Exploration report in Google Analytics 4

➡  Funnel Exploration Report in Google Analytics 4

➡  Cohort Exploration Report in Google Analytics 4

 

Module-10: Digital Marketing Campaign Reporting & Attribution Model

➡  Understanding UTM  tracking & Parameters

➡  Analyze the performance of Paid marketing campaigns

➡  Attribution in Google Analytics 4

➡  Conversion Path reports in Attribution model

➡  Model Comparison reports in Attribution model

➡  Setup Hotjar & Microsoft Clarity for Analyzing user behavior on Website

 

Module-11: GA4 Server-side Tracking

➡ Understanding GA4 Server-side Tracking & Why need it?

➡ Requirements of GA4 Server-side Tracking

➡ Setup GTM Web Container for WordPress & Shopify

➡ Setup GTM Server Container

➡ Setup Client Server using Stape or Google Cloud

➡ Connect GTM Web container to Server Container

➡ Setup GA4 Client & GA4 base tag in Server container

➡ Send Pageview Event to Server-side using GA4 web container

➡ Send View Item Event to Server-side using GA4 web container

➡ Send Add to cart Event to Server-side using GA4 web container

➡ Send Checkout Event to Server-side using GA4 web container

➡ Send Purchase Event to Server-side using GA4 web container

 

Module-12: Facebook Pixel & Web Event Tracking

➡ What is Facebook Pixel & why neet it

➡ Integrate Facebook base Pixel with website

➡ FB Ecommerce Events tracking (ViewContent, Add to cart, Checkout & Purchase)

➡ FB Custom events tracking (ScrollDepth, Outbound Link Click & Time on page)

➡ Facebook Lead, Registration & Subscribe Event Tracking

 

Module-13: Facebook Conversion API  & Server-side Tracking

➡ Understanding Facebook CAPI & Server-side tracking

➡ Requirements of Facebook CAPI Setup

➡ Setup GTM Server Container using Stape or Google Cloud

➡ Connect GTM Web container to GTM Server Container

➡ Setup Facebook Conversion API in GTM Server side

➡ Send Pageview Event to Server-side with Deduplication

➡ Send ViewContent Event to Server-side with Deduplication

➡ Send Add to cart  Event to Server-side with Deduplication

➡ Send Checkout  Event to Server-side with Deduplication

➡ Send Purchase Event to Server-side with Deduplication

 

Module-14: Google Ads Conversion Tracking

➡ Setup Google Ads Add to cart tracking

➡ Setup Google Ads Checkout  tracking

➡ Setup Google Ads Purchase with Dynamic value  tracking

➡ Setup Google Ads Lead form tracking

➡ Setup Google Ads Remarketing tag

➡ Setup Google Ads Phone call tracking (Ad + Website)

➡ Setup Google Ads Enhanced Conversion Tracking for data accuracy

➡ Setup Google Ads Server-side tracking

 

Module-15: Privacy Control in GA4, Facebook & Google Ads

➡ Understanding Consent mode & Data Privacy rules

➡ Available Consent solutions in the Market

➡ Setup Consent mode for GA4, Facebook & Google Ads

 

Module-16: Earning Scopes with Web Analytics & Server-side Tracking

➡ Discuss about Earning Scopes in different Marketplace & Out of marketplace