Course summary

This introductory Google Analytics 4 course is designed to help you and your business get more from your Google Analytics account by harnessing the power of GA4’s built-in AI and machine learning features. Following the transition to the new Google Analytics 4 (GA4) interface, it looks at the best reports and tools to use for your website tracking.

We will show you how your Google Analytics 4 reports and AI-driven insights can be used for better business decision-making, with a particular focus on conversion optimisation. That is, how to get more visitors to complete the actions you want them to make. This practical, hands-on course will help you to identify the potential things that can be done to increase conversions and therefore achieve a better return on investment.

Google Analytics is a powerful business tool that provides essential business data about a website’s performance and how the content is being used. However, maximising its potential requires using GA4’s machine learning tools, custom reports, and predictive metrics to turn raw data into real, actionable results. You can use these data insights and analytics reports to improve the performance of a website and to gain a competitive advantage. In this course, we will take you through analytics account set-up options, the main data reports and tools, plus some more advanced reporting and analysis options.

You will use your own Google Analytics account during the day, so please bring your account login details (ideally as an Admin or Edit level user).

Learning outcomes

By the end of this course, you should be able to:

• understand the main setup options in Google Analytics 4, including events and key events (conversions)
• review different report options and AI-driven search functions to pull faster, more relevant analytics data
• run advanced reports and explorations in Google Analytics to discover new insights and trends
• apply data-driven insights and machine learning predictions to improve conversion rate optimisation for your website.

Content

• How Google Analytics can be used effectively by business websites
• The Google Analytics 4 experience (and how it differs from Universal Analytics)
• What is conversion optimisation and why is it important
• Reviewing the admin options for an account
• Tracking events, key events (conversions), ecommerce transactions and referrals
• Understanding the key statistics and reporting options in Google Analytics
• The advantages of real-time reports
• Creating different report views and using saved reports
• Understanding conversion data and multi-channel funnels
• Utilising GA4’s automated insights, analytics intelligence and predictive audiences
• Advanced reporting, including comparisons, library collections and explorations
• Reviewing practical ways to gain business insights and improve conversion optimisation

Prerequisites

Some familiarity with Google Analytics is recommended, but not essential.

Who this course is for

• Business owners or marketing staff who run a website and want to achieve better results
• Anyone using Google Analytics on their website
• Small business owners

Delivery modes

• Face-to-face, presenter taught workshop using your own device
• Online workshop via the platform Zoom

Materials

Course materials are shared electronically.

What you need to do before the course

To participate in this course, you will need your own Google Analytics account. Access to a demo account can also be provided in class. Throughout the course, you will follow along using your own reports and complete some practical exercises online.

Face-to-face classes

Please bring your laptop with all required accounts set up in advance.

Online classes

For the best experience, we recommend using a computer with a large monitor or dual screens/devices. Small laptop screens can make it difficult to follow the facilitator’s display while working in the software.

Course Brochure