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Learning Path

Applied Analytics for Product Managers—Methods for Understanding Users

Time to complete: 2h 25m

Published byO'Reilly Media, Inc.

CreatedJune 2018

Data is being gathered today at unfathomable rates and volumes, and from a broader range of sources than ever before. Nested within all of this information are valuable insights into how your products and services are performing and how your users are interacting with them. As the axiom goes, knowledge is power, and as a product manager, being able to analyze these veritable mountains of data and extract actionable intelligence is a crucial skill to acquire and hone.

This three-course learning path, designed for product managers who have a fundamental understanding of how to use data, expands on the material presented in the learning path Using Analytics to Inform Product Design. In it, you’ll look deeper into ways to use data and analytics to understand your users’ behaviors, such as setting up goals and how to access goals in Google Analytics. You’ll also look at how to use segments and set up goals-based segments to create groups of users. In addition, you’ll examine split testing and learn how to analyze the results, and much, much more. The material for this learning path will help product managers, designers, and other user experience (UX) professionals understand how to gain deeper insight about who their users are and what their users want.

What you’ll learn—and how you can apply it

  • How to set goals up, and where to access goals in Google Analytics
  • Use segments to understand what types of users complete goals
  • Understand what events are, parts of an event, and how to access events in Google Analytics (building upon Using Analytics to Inform Product Design)
  • Map interactions to determine what goals and events should be tracked, and when it is most helpful to use goals, events, or event-based goals
  • How to explore events by page or content group, not just events across the entire website or app
  • How to use segments to better understand how certain types of events affect user behavior and alter how users should be grouped
  • How (and when) to use events in custom reports and custom dashboards
  • How external heatmap or recording tools can add deeper clarity to event interactions
  • Learn what split tests are and when split tests are useful
  • How to use events, goals, and other data points to determine what to test
  • How to set up either an A/B or multivariate test using Google Optimize, with a brief overview of other available tools
  • How to review the results of the split test in Google Optimize and in Google Analytics

This learning path is for you because…

  • You have completed the learning path Using Analytics to Inform Product Design and put the lessons shared in that course to work, but are now seeking even deeper ways to understand your users through each step of the product funnel
  • You're a product manager who is already using the basics of analytics to understand how users interact with your product, but want to take your analytics work to a deeper level to achieve even better results
  • You have goals and events established in Google Analytics to track product usage and want to extract greater insight as to what your users want from your product


  • You should have some experience working with web analytics to understand their product and their users
  • Having launched a digital product would be beneficial but is not required
  • You should have access to an analytics tool like Google Analytics

Materials or downloads needed in advance: None