Google Analytics 4 (ga4) And Data-driven Marketing

Introduction

In today’s digital age, data-driven decision-making is at the heart of effective marketing strategies. Google Analytics 4 (GA4) has emerged as the next-generation tool for tracking and analyzing customer interactions across websites, mobile apps, and other digital platforms. This training course is designed to equip participants with the skills to navigate the advanced features of GA4 and leverage its insights to optimize marketing performance.

With a focus on practical applications, this course will guide participants through setting up GA4, interpreting key metrics, and utilizing data to enhance customer experiences, drive conversions, and measure the effectiveness of marketing campaigns.

Target Audience

This course is ideal for digital marketers, analysts, content creators, e-commerce managers, and business owners who want to harness the power of GA4 to make informed decisions and maximize their marketing ROI. It is suited for:

• Digital marketing professionals
• Marketing managers
• Web analysts and data scientists
• E-commerce professionals
• Business owners looking to track their digital performance
• Anyone interested in mastering GA4 for better marketing insights

Course Objectives

By the end of this course, participants will:

• Understand GA4’s Fundamentals: Gain a solid understanding of GA4’s new interface, features, and its differences compared to Universal Analytics.
• Set Up GA4 Properties: Learn how to set up and configure GA4 properties, including event tracking and audience creation.
• Track User Journeys: Master how to track and analyze user behavior across devices and platforms, providing a comprehensive view of customer journeys.
• Create and Use Reports: Learn to create customized reports and dashboards that are tailored to business objectives.
• Data-Driven Marketing Strategies: Understand how to leverage GA4 data to make informed marketing decisions and drive targeted campaigns.
• Advanced Features: Discover advanced GA4 features such as predictive analytics, machine learning insights, and integrating GA4 with Google Ads.
• Optimize Conversion Tracking: Learn how to set up and monitor key performance indicators (KPIs) for improved campaign performance.
• Utilize Marketing Attribution Models: Explore how to use GA4’s attribution models to understand the impact of different marketing channels on conversions.
• Privacy and Compliance: Understand data privacy laws (e.g., GDPR) and how to ensure that GA4 tracking complies with regulations.

This course will provide participants with the practical knowledge and tools needed to fully leverage GA4 and implement data-driven marketing strategies that deliver measurable results.

Duration

10 Days

Course content

Introduction to Google Analytics 4 (GA4)

• Overview of GA4 and its evolution from Universal Analytics
• Key differences between GA4 and Universal Analytics
• Understanding GA4 interface and features

Setting Up Google Analytics 4

• Creating and configuring GA4 properties
• Installing GA4 tracking code and integration with websites and apps
• Setting up data streams for cross-platform tracking (web, app, etc.)

Understanding GA4 Data Model

• Events vs. sessions in GA4
• User properties, custom events, and conversions
• Understanding dimensions and metrics in GA4

Navigating GA4 Reports

• Overview of default and customized reports
• Setting up and using real-time reports
• Understanding engagement metrics like engaged sessions and engagement rate

Advanced GA4 Reporting and Dashboards

• Creating and customizing reports and dashboards
• Building custom metrics and dimensions
• Using the Exploration feature for in-depth data analysis

Tracking User Journeys Across Devices

• Cross-device and cross-platform tracking in GA4
• Using GA4’s user-centric data for better insights
• Analyzing multi-platform user journeys

Event Tracking and Custom Dimensions

• Configuring and tracking custom events
• Using GA4’s automatic and enhanced measurement features
• Setting up and managing custom dimensions and metrics

Audience Creation and Segmentation

• Understanding GA4 audiences and segments
• Setting up custom audiences based on user behavior
• Utilizing segments for targeted marketing

Data-Driven Marketing Strategies

• Leveraging GA4 data to make informed marketing decisions
• Creating and optimizing marketing funnels based on user behavior
• Designing personalized marketing campaigns based on user insights

Conversion Tracking in GA4

• Setting up and tracking conversions and goals in GA4
• Analyzing conversion paths and funnel visualization
• Utilizing the eCommerce tracking features in GA4

Advanced Features of GA4: Predictive Analytics

• Overview of predictive metrics and audiences in GA4
• Setting up and using predictive analytics for forecasting
• Leveraging machine learning insights for better decision-making

Integrating GA4 with Google Ads

• Linking GA4 with Google Ads for enhanced performance tracking
• Analyzing campaign data and user engagement across channels
• Using GA4 data to optimize Google Ads campaigns

Attribution Models in GA4

• Understanding attribution models and their importance
• Using GA4’s attribution models to understand cross-channel impact
• Setting up and analyzing attribution reports

Privacy and Compliance with GA4

• Data privacy regulations (e.g., GDPR, CCPA) and their impact on analytics
• Setting up GA4 to comply with privacy laws and policies
• Data retention settings and user privacy controls

Optimizing Marketing Campaigns with GA4 Insights

• Using GA4 to monitor and optimize campaign performance
• A/B testing and experiment tracking within GA4
• Making real-time data-driven adjustments to campaigns for improved ROI

These modules will provide participants with a comprehensive understanding of GA4 and its application in data-driven marketing, helping them make informed decisions, optimize their marketing strategies, and drive business growth through actionable insights.

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Training Venue

The training will be held at our Skills for Africa Training Institute Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Skills for Africa Training Institute certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Terms of Payment: Unless otherwise agreed between the two parties’ payment of the course fee should be done 5 working days before commencement of the training.