Course Overview

Knowing how people and customers interact with your websites and mobile applications can provide potent insights into how well the messages, pages, and other content on your website is received. By monitoring, tracking, and analysing visitors to your website and their activities on your website, you can draw conclusions about the effectiveness of your site content, promotions, and advertising campaigns and technical details such as site architecture and navigation.

Google Analytics is free to use and easy to set up. It allows your organization to track user actions on your web properties and use Google Analytics' rich reporting and analysis tools to analyse data, measure discrete interactions on your site, and qualify the success of your web initiatives. With Google Analytics, you can define success metrics for your website and measure that performance through data analysis. Google Analytics also lets you monitor your site in real-time, and provide alerts when events occur that are out of the norm.

Prerequisites

• • Delegates should have a good working knowledge of using a Windows based PC and be confident with using a mouse and keyboard. Delegates should also have some familiarity with viewing HTML code, and a working understanding of how websites function, including basic terms such as traffic, hits, and visits.

Target Audience for this Course

• • This course is designed for web administrators, marketing professionals, sales professionals with basic computer and Internet skills who wish to perform baseline analysis of website traffic or online advertising campaigns for a variety of reasons, including website performance improvement, increasing customer reach, and increasing sales.

Course Content

• Introduction & rationale

  Why use an analytics tool and the importance of alignment to business objectives.
  Impact of regulation and platform changes on analytics.
  Overview of privacy benefits of GA4 and what we expect to lose from legacy analytics.

• Key Features of GA4

  Identity spaces - User ID, Google Signals and Device ID.
  Events - automatically tracked events, enhanced events, and custom events.
  Audiences - creating and comparing audiences in reports, targeting with ads, [creating events based on audience signals].

• Creating a GA4 Property

  Introduction to data streams.
  How to structure your Analytics account.
  Account Settings in GA4.
  Property Settings in GA4.

• Understanding GA4 metrics

  Comparing metrics to Universal Analytics.

• Reports in GA4

  Reports Snapshot and Real-Time reports
  Lifecycle suite of reports - Acquisition, Engagement, Monetisation, Retention
  User reports - demographics and technology
  Explorations - funnel measurement
  The search function

• Tracking goals and conversions

  Cross website tracking
  Conversion tracking set up
  Tracking campaigns using UTM tags