Advanced Google Analytics – Seminar



We work in conjunction with the isbi organisation (Which School) to deliver high quality courses around the UK and abroad, developed over the last 10+ years.


This page explains the ‘Advanced Google Analytics’ training Seminar (for pupil and student recruitment online, admissions and general communications) and how to book a place for one or more delegates.

(Alternatively if an introductory/intermediate seminar would be more relevant or if you would like to attend the introductory/intermediate seminar and the advanced seminar over two days, please click on the link to read about the 1-day ‘Google Analytics & Facebook Insights‘ training seminar.)

Alumni Relations Online Speaker Matthew DArcy Long 0039 250 147The need to master analytics is obvious – without understanding and insights any education and training institution/organisation will waste time and resources and fail to communicate effectively with parents, pupils/students, staff, alumni and others.

This training seminar has been designed to give more experienced Google Analytics users practical knowledge in what the system offers, teaching the more advanced aspects of web analytics using the Google Analytics interface, metrics and journey tracking, linking with Google Adwords, reporting and the application of results to improve communications and engagement with key audiences.

All are welcome to attend from Institutions (Schools, Colleges, Language Schools, Universities, Associations etc) from the UK and Ireland, Europe, Middle East, Asia and worldwide (alternatively read about our Middle East training programme if of interest). Click on the link to read recent comments from those attending a 1-day seminar.


Please simply scroll down this page or click on the sub-headings below to be taken to a particular section:

Ready to book your place(s) on the Advanced Google Analytics training seminar? Please click here to go straight to the “How to Book” section below. [AVAILABILITY – we currently have availability on all Training Seminar dates.]

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CRE_Digital_Education_Marketing_London_Apple_Store_Regents_Street_Window_IMG_6392_300_200After 10 years of providing generalist training seminars to the Education & Training sector we are now introducing different seminars, workshops and conferences (alongside our in-house training and consultancy services) focused on specific themes, topics, platforms and networks for Marketing (Pupil/Student recruitment), Admissions, PR, Communications, Alumni Relations and Fundraising (with relevant case studies and examples and lots of opportunity for networking and shared experience).

Please choose the ‘Advanced Google Analytics’ seminar date most relevant to you – places are limited (but are currently available). Please book soon to secure your place(s) and to benefit from the ‘Early Bird’ booking discount.


The number of places on each seminar is limited, places are allocated on a first come, first served basis… early booking is recommended to avoid disappointment. Individual and team bookings are very welcome.

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Alumni Relations Online Speaker Paul Mallaghan Long 0085 250 129This advanced Google Analytics training seminar builds on the introductory/intermediate seminar, extending the understanding of web analytics and its application for anyone working in the education sector with responsibility for communications activity and strategy for a School, College, University or other learning or training organisation.

With the vital role digital communications (website, social media etc) now play in any institution’s communication with key audiences (such as prospective and current parents and pupils/students, staff, alumni and the wider community) it is important that the proper analysis is undertaken on a regular basis to review, test and improve.

Without regular evaluation and assessment there will be inefficiency, lost opportunity and poor return on the time and resources invested.

Most institutions and training organisations use an analytical system to provide detailed statistics about their website and social media’s traffic, traffic sources, conversions etc.

Alumni Relations Online Delegates Katy ONeill 0010 250 165But despite such systems being in place for many years, few staff really understand how to use their analytics for better communications and higher conversion rates (from pupil/student recruitment and admissions to day to day communications with the wider community to alumni relations).

Attending this advanced seminar will help those who already have some experience in using Google Analytics (and who are confident they have mastered the basis) to take advantage of more precise, insightful tracking, metrics, reporting and testing.

Training will be ‘hands on’ with attendees able to learn by exploring their own Google Analytics system over the day.

The insights, examples and case studies will be presented in an educational context (for general communications, marketing, pupil/student recruitment, admissions, PR, alumni relations and fundraising etc).

Commercial training courses in the use of Google Analytics are very expensive. Specialising in providing inexpensive, cost effective digital marketing, admissions, communications and alumni relations training and consultancy, Click-Recruit-Enrol (OMTAC Ltd) is offering these ‘hands-on’ training courses at a significantly reduced rate to enable key staff from the education sector to maximise the benefit of these powerful systems for their institution/organisation.

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The advanced insights provided during the ‘Advanced Google Analytics’ 1 day seminar and the support materials supplied to all those attending will be invaluable to anyone involved in or responsible for the communications activity at their School, College, University or other learning or training organisation, experienced in using Google Analytics for monitoring all online marketing and improving their web presence.

This Google Analytics training seminar will teach practical skills and analytics tips for everyday use. The training will be engaging and involve a mix of teaching, individual exercises, group exercises and Q&A sessions, of particular interest to:

  • Alumni Relations Online Speaker Julia Birchell Long 0064 250 166School, College and University Communications, Marketing & PR and/or Website Managers
  • Admissions Officers and Admissions Registrars
  • Student Recruitment Directors
  • International Marketing Managers and Directors for Schools, Colleges or Universities
  • Alumni Relations Managers
  • Development Officers / Managers and Development Directors
  • Senior School/College/University Management
  • Head Teachers and Principals

Multiple bookings are welcome – Education Marketing & PR, Alumni & Development and/or Senior Management teams may also find attendance as a group helpful as an “away day” focusing on the review and revision of their online communications activity.

Please note: this is an advanced course so previous experience using Google Analytics is required and all those attending should have Admin access to an active Google Analytics account.

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This ‘hands on’ intensive ‘Advanced Google Analytics’ seminar will provide advanced insights, tips and techniques for using Google Analytics.

We will show you how to analyse your communications activity with more depth and precision, enabling you to maximise all the benefits the Google Analytics tool offers, in an education and training context, so that you and your colleagues can get the best return on your time and resources.

The number of attendees is limited to enable plenty of opportunity for questions and discussion.

Over the 1-day seminar those attending the course will:

  • Grow their understanding of Advanced Web Metrics;
  • Google Analytics 250 167Better understand the wealth of information available, and how it applies to their institution’s communications, recruitment, admissions and alumni activity, through the use of Custom Segments;
  • Learn to use Shortcuts to save time;
  • Learn to implement advanced tracking, tagging and analysis (including more effective use of Events, Demographics and Benchmarking);
  • Set-up Alerts and Intelligence Events for ‘real time’ monitoring;
  • Learn to use Google Analytics reports more effectively and how to present them more effectively to others;
  • Gain confidence in using Visitor Data, Custom Variable, User Flow etc to make measurable improvements to click-through rates and conversions (registrations, enrolments etc) and to increase the engagement by key target audiences;
  • Improve their understanding of using Google Analytics for Google AdWords and other advertising activity;
  • Consider how other tools (such as A+B testing, heat-mapping and alternative analytics tools) may be used together with Google Analytics for continuous improvement.
  • Have access to troubleshooting tips and advice after the seminar.

Information will be clearly presented in a non-technical way with ‘hands on’ teaching, using real analytics accounts, with plenty of Q&A.

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Please arrive between 0930 and 1000 for registration and refreshments. We will begin at 1000. There will be two breaks for refreshments during the day, with a working lunch. We will finish at 1615.

The price per delegate includes your place on the Training Seminar, refreshments, lunch, training materials, certificate of attendance and access to further materials on the Click-Recruit-Enrol website.



0930 – 1000 Registration & Refreshments
1000 – 1130 Advanced Google Analytics Overview – Approach, architecture and process, adopting a successful web analytics approach with a data-driven culture.
1130 – 1145 Refreshment Break
1145 – 1230 Advanced Google Analytics Tracking pt 1 – The .js file, managing profiles, advanced filters, cookies, cross-domain tracking.
1230 – 1315 Advanced Google Analytics Tracking pt 2 & Goals – Marketing campaign tracking, custom segmentation, event tracking, outbound link tracking, site search report, dynamic goals, custom variables.
1315 – 1400 Lunch
1400 – 1500 Advanced Google Analytics Reporting – Advanced segments, custom reports.
1500 – 1515 Refreshment Break
1515 – 1600 Advanced Google Analytics – Applying Google Analytics to an education communications, recruitment and alumni environment; strategic priorities and development.
1600 – 1615 Summary
1615 Close

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The ‘Advanced Google Analytics’ Seminar will be led by Luke Hay, Analytics and User Experience (UX) Consultancy, supported by Matthew D’Arcy, Managing Director of OMTAC Ltd*.


emcdigital_2016_forum_speaker_luke_hay_bw_100_100Recently commissioned by a publisher to write a book on Analytics, Luke is an experienced consultant and trainer specialising in Analytics and User Experience (UX) with an understanding of Search Engine Optimisation (SEO), web design and reputation management online.

Luke started his career with a year as Webmaster at Kabal Media in 2000 followed by 4 years as Website Manager at Sussex Enterprise. In 2005 Luke was appointed Web Manager at Wired Sussex, responsible for maintaining, developing and managing all the organisation’s websites including Wired Sussex, Women in Media, the Digital Media Awards, Brighton Jobs Fair and the Sussex Internship Programme. He was also responsible for compiling and sending out email marketing campaigns as well as assisting with setting up and promoting events.

In 2011 Luke was appointed ‘Research & UX Director’ at No Pork Pies with responsibility for ensuring websites suit the objectives and needs of the site owners by taking a user-centric approach to web management and for providing consultancy and support in Google Analytics.

In 2015 Luke joined Fresh Egg as an Analytics and User Experience (UX) Manager working in the UK and Australia, providing Analytics and UX consultancy to clients of all sizes.

Luke has worked across all sectors including Education, having provided training and consultancy to Schools, Colleges and Universities on behalf of Click-Recruit-Enrol ( since 2012 and spoken at a number of CRE conferences and events.


OMTAC Matthew Portrait PhotographMatthew has been involved in Education Marketing, PR & Admissions for over 15 years and Alumni Relations for over 20 years, having participated in and led School and University alumni committees etc, and more generally with the Education sector while working at the University of Surrey (UK) as Student Enterprise Manager and at Worth School (UK) as Director of Marketing & Careers.

Matthew first began working with the Internet while working at the University and then when creating the first website for Worth School in 1998. Since then he has been using digital marketing and communications in business in different sectors, from recruitment, retail and travel to FMCG and sports products.

Matthew has long personal experience over the last 8+ years in using Google Analytics and Facebook Insights and in providing training and solutions in the area of digital education marketing/student recruitment and alumni relations, giving talks and presentations for organisations and associations such as the GSA, AMDIS, IDPE etc.

(*OMTAC Ltd specialises in providing practical, relevant and inexpensive training and consultancy in digital marketing and communications to the Education, Alumni and Charity sectors and to specific industry sectors.)

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The one day seminars on ‘Advanced Google Analytics’ will take place in various locations around London UK.

(If you would like to attend a seminar but the dates or location are not convenient, please let us know.)

Please scroll down to see the seminar schedule ordered by date. (Final details about the venue will be provided in the joining information sent out a week before the Training Seminar.)

We have kept the cost of the training seminars as low as possible, we are limiting the number of people attending each seminar to encourage interaction, and we are offering various themes to ensure the seminar is as relevant as possible to the majority of Schools, Colleges, Universities and Education organisations.

Please identify the seminar that best suits you (and your colleagues) and then scroll down this page to the “Book Here” section.

Alternatively we are happy to offer internet marketing consultancy, 1-to-1 training and strategic planning and customised training in-house for one or more people at a time and location suitable for you, please contact us for more information.





(For Schools, Colleges, Universities etc.)
Vauxhall, London, UK Vox Studios Meeting Rooms 1-45 Durham St, Vauxhall, London SE11 5JH, UK.
(For Schools, Colleges, Universities etc.)
Vauxhall, London, UK Vox Studios Meeting Rooms 1-45 Durham St, Vauxhall, London SE11 5JH, UK.

(If you would like to attend a seminar but the dates or locations above are not convenient, please let us know.)


Detailed information about the training centre venue and joining instructions will be sent at least a week before the seminar.

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[Places are currently available on all dates. Multiple bookings are welcome.]

READY TO BOOK? – Please click here if you are ready to book your place(s) by completing the Online Booking Form.

If you are paying by Credit/Debit Card or PayPal please click on this link to open the payment webpage in a new window, then make your payment. Please also remember to complete and submit the Online Booking Form.

If paying by BACS/International Wire Transfer please select the appropriate option on the Online Booking Form.

If you have any difficulty with the booking process please don’t hesitate to email us.


Alumni Relations Online Delegates Ian Lewis 0013 250 219The delegate price for the ‘Advanced Google Analytics’ Seminar is generally half that of equivalent courses for the commercial sector and includes:

  • Your place on the ‘Advanced Google Analytics’ training seminar,
  • Refreshments and Lunch,
  • Training materials.

Book now to benefit from an ‘Early Bird’ £50 booking discount on the normal workshop cost, subject to availability and non-transferable. (This offer is currently available but may be withdrawn at any time.)

‘Early Bird’ booking cost per participant:

  • ‘Advanced Google Analytics’ for Schools, Colleges & Universities… ‘Early Bird’ discount – £50 OFF the normal price to attend – cost per delegate: £345 + £69 Vat = £414* per delegate.

(*Approximately €580 Euro or $650 US Dollars, if booking from abroad please note the fee charged to your Credit/Debit Card or to be sent by you by International Wire Transfer is £414 GB Sterling, the currency conversion amount will depend on the currency exchange rate on the day you book.)

Standard pricing (when ‘Early Bird’ discount ends):

  • ‘Advanced Google Analytics’ for Schools, Colleges & Universities cost per delegate: £395 + £79 Vat = £474 per delegate.

READY TO BOOK? – Please click here if you are ready to book your place(s) by completing the Online Booking Form.

If you have any questions or difficulties making your booking please don’t hesitate to email us by clicking here.

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We would like to hear from you on any topic, with any question or comment.

Please use our Contact Us page to tell us about any ideas, issues, difficulties or challenges you face.

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