Book soon to save £75 - Price-rise coming in 17 day to £775 at 30 Aug 2019, 12:00pm BST

9:30 - 4:00 September 12, 2019Brighton £700Register

Your Trainer

Al Wightman

Al Wightman

So What Analytics

Meet your trainer

Al is a digital analyst and founder of So What Analytics, a digital analytics consultancy. Al has 20 years digital marketing and e-commerce experience working with brands such as House of Fraser, Ryman, MTV, RSPB, LK Bennett and

Al specialises in the Google Stack toolset: Google Analytics, Google Tag Manager, BigQuery, Google Cloud Platform and more recently Google Data Studio – helping clients to implement these tools as well as create reports, analysis and business insights

Who should attend this course?

If you know and love JavaScript and you want to flex your geek muscles, this course is not for you. If JavaScript terrifies you and you just want to quickly and easily get your marketing tags on your site without stepping into the dragon’s den that is IT, then this is the course for you.

What to expect

If you register for one of our training courses you don’t only get a day of in-depth and practical training from some of the industry’s most respected professionals, you also get a ticket to Europe’s biggest specialist SEO event.

100% Money Back Guarantee

There’s simply no worse feeling than putting aside a day out of the office to go to a training course, handing over your cash and a course failing to live up to your expectations.

We do all we possibly can to make our courses the best you’ve attended but if you ever feel we didn’t live up to your expectations, we’ll give you a total refund, no questions asked.

Course Overview:

Google Tag Manager is not just a shiny tool for nerds. We ALL need to use it. This short course will teach you the fundamentals you need to know with no prior coding knowledge at all.

Detailed Course Outline:

Having done this course you’ll be able to speak confidently about what you need GTM to do and how to do it. You’ll be able to set up your marketing tags without calling on developers. You’ll be comfortable with GTM vocabulary and you’ll have the confidence to safely and reliably add the tags you need to your website.

Part 1

  • Introductions
  • What is a Tag Management System?
  • What is Google Tag Manager?
  • Why use a Tag Management System?
  • Creating a GTM account and containers
  • Deploying GTM on your site
  • The GTM User Interface
  • GTM User Management and Security
  • Tags, Triggers and Variables
  • Auto Event Tracking

Part 2

  • Google Tag Manager and Google Analytics
  • Customising your GA tags including:
  • Custom Dimensions
  • Custom Metrics
  • Content Groupings
  • Cross Domain Tracking
  • What is a dataLayer?
  • Why use a dataLayer?
  • Introducing the GTM dataLayer
  • Some GTM dataLayer examples
  • Using the GTM dataLayer with GTM
  • GTM and GA’s Enhanced Ecommerce

Part 3

  • Creating an end-to-end analytics testing platform
  • Debugging and Publishing:
  • Preview and Testing
  • Versions and Environments
  • Debugging with the Console/3rd party tools
  • Beyond the basics: What to do next?

Listen to Training Taster Podcast


Hear more about the course including what it will cover and who should attend from our trainer in our taster podcast episode.

Register - Brighton Session

Why Train with BrightonSEO

Experts, not Trainers

We won’t waste your time sitting you in front of full time trainers who haven’t got their hands dirty for god knows how long; we get experts from different fields of the industry on board to give you the information they know works, not just the theory of what’s supposed to.

Specific, Detailed and Unique

Most training providers are looking for a course they can run month after month, week after week, so they end up being general and catch-all. Not our courses … they’re more detailed and in-depth than you’ll find anywhere else.

You Drive the Agenda

We don’t drive the agenda, you do. Before each training course, we ask what you want to be taught, and we actually listen. All the workshops we run have been selected because they’re the most commonly requested training subjects useful to you.

Group Sizes

The group sizes are ideal, more than a handful to offer a bit of diversity and substance to the day, but small enough that the training can remain hands-on and personal, making sure all questions are directly answered.

The Perfect Duration

The day runs from 9.30-4.00 to keep it punchy. Any longer than that and it starts to drag, any shorter and you’re not able to properly sink your teeth into what you’re covering. Don’t worry, you’ll also get plenty of breaks to network.

Proper Food & Drink

There’s a couple of coffee breaks, morning and afternoon, and we also provide a proper lunch. That’s right, we’re talking real food with beer and wine rather than soggy sandwiches or mush slopped from a tray.


I've gained invaluable learnings and taken away actionable tactics and ideas for strategy formulation which I've been able to act upon almost immediately. The informal yet structured classroom style of delivery provided an excellent inclusive and engaging environment.
Dawn Anderson

Dawn Anderson
Director, Move It Marketing

It's great to interact directly with industry experts in the SEM field, it also gives you the chance to ask some technical questions. I will be going to Brighton SEO again!
Brett Saltalamacchia

Brett Saltalamacchia
SEO Analyst, Lovehoney

Its always a great experience at Brighton SEO. The whole team learn something new from the industry leaders' experiences.
Danielle Easton

Danielle Easton
SEO Consultant, 22 Digital

The training at BrightonSEO gives you unique, small-group access to some of the best minds in the business who give you actionable tips to take away and improve how you do things straight away. Oh and you get a free lunch
Stuart Kerr

Stuart Kerr
Head of Digital, Liberty Games

I absolutely loved the training I just attended and thought it was completely worth my time and my companies money. My head is about to explode with new information right now.
Juliet Perrachon-Bazire d’Arguesse

Juliet Perrachon-Bazire d’Arguesse
Co Founder, Bébé Voyage

I thought you’d like to know how your sessions are genuinely benefitting people and that your instructors are going above and beyond.
Matt Allfrey

Matt Allfrey
SEO Manager, iCrossing UK

So much background information and explanations provided together with clear detailed plans for implementing what was covered.
Mike Glaire

Mike Glaire
Director, Edinburgh Training and Conference Venue

I had a long wishlist of things I wanted to be able to do, It was clear from the start that the trainer was a real specialist who knows the topic inside out.
Rob Watson

Rob Watson
Head of Marketing, Glendinning Group

BrightonSEO is THE ultimate event for anyone wanting to immerse themselves in talks from the leaders in both Search, Content and Influencer Marketing. The training sessions the day before are even more personal, supercharging you up with 1-2-1 coaching and getting under the bonnet with an expert.
John Sadeghipoor

John Sadeghipoor
Global Head of Digital Marketing, FitFlop

We attend every Brighton SEO (it's like our Christmas!)
Laura Slingo

Laura Slingo
Digital Campaign Manager, Seeker Digital

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