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Google Analytics 4 (GA4) is live now. This course will show you how to implement it and demonstrate the benefits of using it over Google (Universal) Analytics.

The latest Google Analytics 4 update focuses on helping marketers improve their understanding of how customers interact with business and develop deeper insights into campaign ROI. 

The key features include:  

  • Insights powered by artificial intelligence (AI) 
  • Deeper audience integration with Google Ads 
  • Customer lifecycle-framed reporting 
  • Customer-centric data measurements  
  • New navigation and reporting 
  • Enhanced ecommerce reporting 
  • Customise reports
  • Using explore reports

Who should attend?

Users of Google Universal Analytics moving to GA4 in Digital Marketing teams, SEOs, Website managers, Ecommerce managers, Google Ads Buyers.  

If you are a GA4 Editor or Administrator the Google Analytics 4 (GA4) Advanced course covers advanced settings.

Learning outcomes

  • What is Google Analytics 4 (GA4)? 
  • How is it different from Google Universal Analytics? 
  • How to manage the automatically created GA4 properties
  • Events
    • What are the new events in GA4
    • How conversions have now replaced goals
    • How to set up events that track your current conversions
  • New reports
    • Acquisition – Tracking visitors from first to last touch in the customer journey
    • Engagement - Focusing on the detail of engagement time
    • Monetisation – Monitoring revenue generation
    • Retention - Analysing users by cohorts and developing Lifetime Value
    • User Demographics - Location, age, gender, interests, and language
    • User Technology - How users prefer to access your site
  • Advertising
    • Which channels drive the most conversions?
    • Which touchpoints do customers use?
    • First, last and data-driven models
  • Use Explorations to develop:
    • Path analysis
    • Funnel analysis
    • Segment overlap
    • User explorer
  • Current Limitations of GA4
  • The Future of Google Analytics 4


“Graham was brilliant. Really knowledgeable, friendly and engaging. The content of the course exceeded my expectations and I feel a lot more comfortable with GA4 now!!”

Beth Camies Digital Marketing Executive Silver Cloud HR

Course Dates

Start Date Duration Location
15 Dec 2023 1d Virtual
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30 Jan 2024 1d Virtual
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20 Feb 2024 1d Virtual
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12 Mar 2024 1d Virtual
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30 Apr 2024 1d Virtual
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03 Jun 2024 1d Virtual
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11 Jun 2024 1d Virtual
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Course Directors

This course may be run by any of the following Course Directors:-

Graham Hansell

Gavin Llewellyn


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