Guides and Templates

Using Google Analytics To Improve Online Marketing

Get more value from Google Analytics with our guide for marketers

About our Google Analytics Guide

There are many books on Google Analytics, most of which do a good job of explaining setup and where to find the different features and reports. Our guide also steps you through the setup stages, but focuses on how you use Google Analytics to get better business results - the missing link in most books and the Google documentation.

Our guide is designed to help companies, consultants and agencies review how they setup Google Analytics and then apply it to get better results.

This guide features:

  • A 10 step review of Google Analytics setup an customisation
  • Guidance on the features which many companies fail to use
  • Advice on the reports and measures that REALLY matter
  • Recommendations on how to use Google Analytics to increase visits and conversion
  • All examples covers the latest major 2013 updates to Google Analytics
  • Workbook format makes it quick to review and decide on the changes you need to make to improve your online marketing results.

What does the Ebook include?

The 7 steps covered are:

  • Step 1. Setup and customisation
  • Step 2. Marketing Campaign tracking
  • Step 3. Working with reports to find opportunities and problems
  • Step 4. Understanding your visitors
  • Step 5. Improving reach
  • Step 6. Improving journeys and site engagement
  • Step 7. Improving conversion to lead and sale

About the authors of our Google Analytics Guide

hugh-gageHugh Gage is the Founder of Engage Digital. He focuses on helping his clients improve corporate performance by understanding and addressing the needs of their target audience in the online environment. He has worked with worked with more than 30 businesses in retail, education, food and drink, travel and leisure, finance, media, B2B, legal and the list is growing. With 20 years experience in digital marketing, Hugh is an expert in drawing insights from analytics.


Dave Chaffey


Dr Dave Chaffey is the editor of all Smart Insights resources. He has advised on SEO since he created his first site in 1997 when Altavista was the leading search engine and he switched to Google in ‘99. Ten years ago he ran the first SEO training courses for the Chartered Institute of Marketing and for several years was the tutor on the Econsultancy Advanced SEO course and also created the original Econsultancy Best Practice guide to SEO.

Who is the Google Analytics Guide for?

We’ve designed the Google Analytics guide to provide value for people of all skill levels. Early sections will introduce features that more advanced users will be familiar with, whilst later sections will help advanced users to become power users. The guide will be extremely useful for:

  • Digital Marketing Managers looking to improve the insights they are able to draw from Google Analytics
  • Digital Marketing Execs looking to learn how to use the core features of Google analytics to review key metrics.
  • Businesses owners looking to track performance and KPIs
  • Analytics Managers looking to customize Google analytics to their businesses to allow for deeper levels of understanding and insight.

Resource Details


Individual or Business members get full access to this and 6 other guides in the Google Analytics Toolkit.

Learn more about membership Already an Individual or Business member?
Login here
Look Inside

Trusted by marketers all over the world

Since 2009 our toolkits have helped thousands of marketers in over 100 countries to hit - and exceed - their targets.
Will you be next? over 150,000 consultants, agencies, entrepreneurs and SMB's in over 100 countries.

Get better results

"A goldmine of digital information on digital marketing that can help you get better results"

Make your job easier

"I'd recommend signing up to Smart Insights for a suite of useful tools
from planning templates to strategy docs and a variety of other guides to make your job easier."

Tenfold improvement

It's my digital marketing go-to Bible Tenfold improvements in digital marketing results."

Learn more about Individual or business membership options