Analytics

1. Introduction to web analytics

   1. The roots of the field of web analytics
   2. The importance of web analytics in marketing strategy
   3. Overview of available analytical tools
   4. Introduction to Piwik PRO

2. User sessions and recorded events

   1. Where does the data in reports come from?
   2. Definitions and understanding of sessions and events
   3. Overview of event types:
      1. Page Views
      2. Searches (Searches)
      3. File Downloads
      4. Link clicks (Outlinks)
      5. Custom Events
      6. Content Consumption (Content Impression / Interaction)
      7. Conversions (Goal Conversions)
   4. Session tracking and tracker debugging
      1. Session log
      2. Tracker debugger

3. Basic KPIs and their importance

   1. Overview of key performance indicators (KPIs):
      1. Sessions
      2. Page Views
      3. Unique visitors/Users
      4. Bounce rate
      5. Returning visitors rate
   2. Using KPIs in performance analysis

4. Reporting basics

   1. Device reports
   2. Reports on traffic sources
   3. Subpage reports - Pages
   4. Reports of specific types of events
   5. Report segmentation
   6. Comparing segments and time periods

5. Conversions

   1. Understanding and tracking conversions
   2. Conversion reporting and related metrics
   3. Reporting capabilities related to conversions

6. Custom reports

   1. Create your own reports
   2. Explorer as a universal analytical tool
   3. User Flow and user path analysis
   4. Funnel (conversion funnel) and its use to analyze conversion paths
   5. Dashboards and widgets

7. Additional configurations

   1. Custom data dimensions - what they are and application examples
   2. Grouping of standard and custom dimension values
   3. Use of calculated metrics
   4. Custom grouping of channels
   5. Scheduling e-mail shipments of reports and alerts

8. Additional reports

   1. Heatmaps - installation and operation
   2. Go generally Search - method of integration, available data and limitations
   3. Google Ads - data integration and analysis
   4. Page performance reports

9. Manage users and permissions

   1. Creating and managing user accounts
   2. Understanding the permission hierarchy in Piwik PRO
   3. Granting and managing permissions
   4. User groups
   5. Module permissions
   6. Audit Log

10. API reports and raw data

    1. Introduction to API Piwik PRO
    2. Examples of API applications
    3. Use of HTTP clients like Postman/Insomnia

ConsentManager

1. What is Consent Manager and what is it for?

   1. The role of consent messages
   2. History and introduction to GDPR
   3. Purpose and functions of Consent Manager
   4. Good and bad practices - examples

2. Configure Consent Manager on your website

   1. Interface layout
   2. Content of the message - legal possibilities and requirements
   3. Consent categories
   4. Support for various languages

3. Restrictions due to anonymous tracking

   1. Identity linkage
   2. Data accuracy

Implementation aspects

1. Settings Piwik PRO for a given website

   1. Overview and explanation of global settings

2. Embedding the code on the page

   1. Implementation of the tracking code
   2. CORS configuration
   3. Parameterization of environments

3. Consent Manager configuration

   1. Possibility to build your own interface or integrate it with existing mechanisms.

4. Tracker configuration

   1. Correct configuration of domains and cookies
   2. Additional tracker configurations

TagManager

1. How the browser works

   1. Elementy of the website address
   2. How the page loads

2. What are tags

   1. Introduction to HTML, CSS and JavaScript
   2. Document structure HTML (head, body + files)
   3. The role of tags in creating and modifying websites
   4. Tag examples HTML

3. Basics JavaScript in the browser

   1. Basics of syntax JavaScript
   2. Console.log and code debugging
   3. Features, events and user interactions
   4. Document and window objects, DOM elements
   5. Using querySelector and querySelectorAll
   6. Additional useful methods

4. What is Tag Manager

   1. Purpose and functions of Tag Manager
   2. The concept of tags, triggers and variables
   3. How to load Tag Manager on a website
   4. DataLayer - introduction and application

5. Page Views tracking methods

   1. Page Views tracking for classic reloaded pages
   2. Page Views Tracking for Single Page Applications (SPA)
   3. On-demand tracking - Virtual Page Views
   4. Configuration and reporting against URL fragments (anchors)

6. Tags

   1. Tags Custom JavaScript
   2. Functionality tags Piwik PRO
   3. External integration tags
   4. Dynamic changes HTML using tags

7. Startup rules (triggers)

   1. Basic triggers: URL, click
   2. Click detection and their limitations
   3. Advanced triggers: element presence, triggering tags via dataLayer

8. Variables

   1. Using the “Click Element” variable
   2. Creating functions in variables
   3. Troubleshooting variables
   4. Triggering tags based on variables

9. Changelog and publication system

   1. Change log and version control
   2. Testing changes using the debug cookie
   3. The process of publishing and implementing tags

10. Advanced solutions

    1. Customization HTML of the website - Content Tracking example
    2. DataLayer based triggers
    3. Tag Manager optimization and performance

11. Best practices and case studies

    1. Discussion of best practices in using Tag Manager
    2. Analysis of specific use cases
    3. Successes and pitfalls associated with implementing Tag Manager

12. Summary and discussion

    1. Summary of the material discussed
    2. Answers to participants' questions
    3. Discussion about experiences related to the implementation and use of Tag Manager