Build your analytics expertise, one course at a time.

Data Over Instinct Workshop Series

Free workshops offered as virtual webinars

Build your expertise in analytics by attending one of our free courses.

Our Workshop Series was inspired by the success of our annual Data Over Instinct Summit, with attendees requesting more technical training options. Each Workshop is taught by the same practitioners at Anvil who implement robust measurement programs for our clients, and our courses are designed to offer training far beyond other educational options available. Attendees will finish each course with a deep technical understanding of the Workshop topic, empowered to implement solutions.

Update: All Workshops are now free and will be conducted as live, 1-hour webinars. Space is still limited to ensure an effective, personalized learning experience.

Building Effective Digital Marketing Reports

FEBRUARY 24, 2020

11am – 12pm

Are your digital marketing reports landing with your audience? Are you able to leverage the power of data to tell an effective story that will help you secure and protect your marketing budget? Join us for a 1-hour workshop that will help you learn how to make your reports less boring and more impactful.

You’ll learn the following:

  • How and when to use a dashboard, report, or simply dialogue to communicate the results of your marketing campaigns
  • The process for creating digital marketing dashboards and reports
  • How to handle common issues that come up during the reporting process

Tracking Conversions and Events with 3rd-Party Pixels

MARCH 10, 2020

11am – 12pm

Do you know when you need to use 3rd-party tracking pixels? What if you need to build out a complex conversion funnel that spans multiple websites? Join us for a 1-hour workshop to learn how, when, and why to use 3rd-party pixels to track the effectiveness of your campaigns.

You’ll learn the following:

  • When you need to leverage 3rd-party pixels to complete your reporting
  • How to implement various 3rd-party pixels
  • How to interpret 3rd-party platform results vs data collected in Google Analytics

Working with Custom Data in Google Analytics

APRIL 9, 2020

11am – 12pm

Google Analytics is a catch-all tool, tracking many metrics “out of the box.” But, it has a tremendous amount of power to be customized for your business, including tracking events, custom metrics, calculations, and other important metrics across your website. Join us for a 1-hour workshop to learn more about how using custom data can help give you insight you may not have known was possible.

You’ll learn the following:

  • How to set up event tracking to measure onsite behavior
  • How to configure custom dimensions, calculations, and metrics that will help you better understand your audience
  • How to use the Measurement Protocol when Google Analytics data needs to be tracked outside of your website

A Deep Dive Into Attribution Modeling

APRIL 22, 2020

11am – 12pm

Do you know which attribution model to use to measure the effectiveness of your campaign? First-click? Last-click? Linear? 50/50? There are quite a few different models, and it’s easy to be overwhelmed, confused, and frustrated about choosing one. Taking a peek into the Model Comparison Tool inside of Google Analytics makes things more confusing. Join us for a 1-hour workshop where you’ll learn more about different attribution models and which one to select for your campaign’s measurement (or not).

You’ll learn the following:

  • How to set the ideal attribution model for your business
  • How to compare results across different attribution models
  • How to compare results across platforms that are using various attribution models

Google Tag Manager for Intermediate Users


11am – 12pm

You may have discovered the power of Google Tag Manager (GTM) for injecting tags on your website without needing to involve a developer. But, have you developed a strategic approach to tagging (including data governance) that will allow you to maximize the effectiveness of your web and app data? Join us for a 1-hour workshop that will help you learn how to make the most of GTM.

You’ll learn the following:

  • How to establish a data governance plan that will reduce confusion within your organization
  • How to use the dataLayer to create triggers on custom rules and tags to capture this data
  • See examples of custom tracking solutions including:
    • Add a Google Ads ID to Google Analytics Sessions to manually import data into Google Ads
    • Stop sending IP data to Google Analytics, but still exclude internal traffic in reports

Tracking + Measurement for Multi-Touchpoint Funnels


11am – 12pm

Effectively measuring the performance of multi-touchpoint sales funnels (i.e. when your traffic is sent to multiple websites) may seem tricky, but it’s actually not too complicated once you understand it and have implemented it. Join us for a 1-hour workshop to learn how to develop a strategic approach for what you do and don’t need to effectively track Google Analytics traffic across multiple web properties.

You’ll learn the following:

  • How to tell the full-funnel story of how visitors progress through your digital experience that may span several websites, apps, etc.
  • How cross-domain tracking works and alternative options for cross-domain tracking including User ID tracking
  • How to set up an actual cross-domain tracking property in Google Analytics

“The Data Over Instinct Workshops cover topics that our team is trying to build internal capabilities for right now. Receiving hands-on, technical training on a specific area of focus accelerates our learning curve and makes the team productive much faster than other education options.”

Brad Hogenmiller, VP of Esports + Technology at EyePromise

Corporate Training

We also offer corporate training, if you’re interested in raising the bar for your entire marketing organization. Contact us for pricing and availability.

Upcoming Training

Interested in learning more about upcoming training dates and topics when they’re announced? Sign up for our interest list.