Analytics Essentials-using Google Analytics to measure success and improve content

This practical workshop is designed to teach you how to use metrics to both measure your success and improve your content.  This course is designed to give working content creators and journalists a practical understanding of how to use metrics in their work, with the aim of actually improving their output, rather than just assessing success and failure.

Analytics – the ability to see who is reading your content, how they’re reading it and when they come to the site – is the secret of success in digital. But without a good understanding of how to use online traffic measurement, it can mislead you.

Course Content

The course will start from the basics and will help you build an understanding of what data is important and how to use the reporting tools in Google Analytics.

Specifically the course will cover :

Getting Started with Google Analytics

  • Setting up an account
  • Overview of the main sections of Google Analytics
  • How does Google Analytics work
  • What do the metrics mean?

Understanding Website Traffic(User Acquisition)

  • Where do visitors come from?
  • Direct, referring sites, search engines and keywords
  • Search Engine Optimisation and Pay-Per-Click advertising
  • Tagging campaigns for email, social media, and offline marketing

Website User Activity(User Behaviour)

  • What do users do when on the website?
  • What pages are users looking at?
  • Which pages cause visitors to leave
  • How did users navigate the site?

Who is your Audience

  • Using the audience reports to learn about your audience ,their language preference, what country they visited from, what time they visited from, name of their company etc.

Audience Activity(Conversions)

  • What are your goals?
  • How did you set them up?
  • What reports do you need to measure your goals?

At the end of this course you will have :

  • The confidence to set your own measurement strategies, and the knowledge to incorporate analytics-based feedback into your work in the future.
  • The skills to develop a practical plan that you can implement when you return to work.


Lorcán Kinsella is Founder & CEO of Brand Nova Digital. He is one of the most sought after Digital Marketing Strategists both in Ireland and internationally, having worked with some of the biggest names in information marketing while working with the Launchmen.

Over the past 3 years, he has trained over 2,500 professionals through custom programmes, including 12 week Digital Marketing Strategy, two day intensive lead generation sales funnel architecture workshops for leading brands, radio sector and agencies. With his extensive experience, he has first-hand knowledge of the many challenges facing businesses in the market place today.

Well known for his innovative and passionate approach to digital marketing. He lectures in Digital Marketing with several institutions including the Dublin Business School, Griffith College, Digital Marketing Institute and other corporate training organisations.

Brand Nova Digital was born out of his desire to make digital marketing easy and accessible to every business. By demystifying the jargon and reflecting all relevant data in one place via NOVA 1 platform - Brand Nova's Proprietary Marketing Software Platform, providing monitored marketing support services to every business.