Introduction to Google Analytics 4, Google Tag Manager & Reporting Training

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5 Week Training Course Covering GA4, GTM & Looker Studio

Are you aiming to develop your expertise in data analysis and digital marketing analytics? Our training course is designed to empower you with essential skills in Google Analytics 4 (GA4), Google Tag Manager (GTM) and Google’s Looker Studio. Enabling you to deliver clear executive summaries and harness actionable insights that drive business success.

This specialised training course is expertly led by James, a certified educator and supported by Michael. Michael is a seasoned digital marketing expert with over 15 years of experience in digital marketing and analytics. The curriculum is meticulously tailored to ensure you harness and deploy the full capabilities of the GA4 analytics suite and can build automated looker reports. Allowing you to understand and interpret complex data into strategic insights.

Michael’s robust background in management accounts and his extensive experience as a digital marketing director provide him with a unique perspective on applying practical insights and strategies for enhancing digital marketing efforts. His expertise is broad, spanning SEO, analytics, paid media and the technical aspects of third-party tracking and tagging.

With a deep understanding of both in-house and agency dynamics, Michael is adept at maximising team performance and engaging stakeholders to propel commercial success. Under their guidance, you will learn to master the integrated use of GA4, GTM, and Looker Studio. Setting a solid foundation for your advancement in your digital marketing career.

Why Choose Our Programme:

Our program is designed to provide you with the skills and knowledge necessary to excel in your digital marketing role. That being web analytics to direct marketing on your channel.

Particularly focusing on the crucial aspects of data analysis and with a step by step training course outlining a tried and tested reporting and implementation framework.

Week 1

Introduction to GA4

Google analytics basics
How analytics has evolved from traditional Universal Analytics
Full interface walkthrough
Events and basic setup
Attribution modelling
Reporting
Setup & Data Streams

Week 2

Introduction to GTM

Full Google Tag Manager walkthrough
Implementionat of Variables, Triggers & Tags
Using Datalayers & integration with variables, tags and triggers
Implemetiong third party tags
Integrating with GA4
Utalising the debugger

Week 3

Advanced Setup & Integration

Workshop session

Data Streams - Internal traffic, cross domain & other settings
Cookie consent implementation
Implementing custom events & parameters
Data import and account linking
Key events setup

Week 4

Reporting templates

Q&A - mini workshop
Downloading & converting the date
Build your own reporting templates with Google sheet examples
Looker Studio report builds and templates
Exploration report building - Free form, Cohort, Funnel exploration, Path exploration, Segment Overlap and User lifetime

Week 5

Analytics Frameworks

Course Recap and Support

Understanding
Visuals & prompts
Storytelling
Buy-in & business cases
How to pull together an impactful summary

5 Weeks to Mastering GA4, GTM and Looker STudio

Enroll in our 5 week course and elevate your carrier!

Enrol today

What will you Learn

Upskill & Development

Google Analytics 4 Fundamentals
How GA4 has evolved from traditional Universal analytics
How to setup and manage your own GA4 Property
Events - How they work
Events - Built in GA4 events
Events - Setup of custom events
Events - Key events (previously called Conversions)
Reporting - Standard built in report management: Acquisition, Engagement, Monetisation, Retention, Demographic and Technology report competency
Exploration reporting - Path Analysis, Funnel Exploration, User Explorer, Segment Overlap & Free-form Reporting
Current Limitations of GA4
The Future of Google Analytics 4
What is Google Tag Manager
GTM - Integration with GA4 and third party tracking
GTM - Custom events implementation
GTM - Trigger and tag setup
GTM - Introduction to Datalayer and implementing
GTM - Templates, debug views, custom variables & parameters
Data Analysis
Report Writing & Executive Summaries
Introduction to Looker Studio
Looker Studio - Integrating different data sources
Looker Studio - Templates example and data visualisation
Looker Studio - Building your own dashboards
Summarising your performance and executives summaries

What is an executive summary?

An executive summary provides a concise overview of a document or a report. By condensing important information for key stakeholders within a business and includes key details crucial for decision-making.

A well-crafted executive summary follows a structured format by addressing the problem, recommending solutions, the value & impact and is backed up with supporting data. It offers stakeholders a bigger picture view and should be easily digestible by the reader.

What is Google Tag Manager and how is it used?

Google Tag Manager is a robust tag management system (TMS) that empowers you to efficiently update measurement codes and related code fragments (commonly known as tags) on your website or mobile app. This system facilitates the swift addition and modification of tags for conversion tracking, site analytics and remarketing tags. It supports a wide range of Google and third-party tags with additional templates within the community template gallery.

One of the key benefits of Google Tag Manager is its ability to significantly empower marketing teams by providing more control over the tagging process. Reducing the reliance on IT and development teams when implementing. Once the container code has been installed across the site, GTM enables you to deploy your tags or third party code to your site or App directly. The functionality also allows you to both test and then publish your tracking before deploying live to the site to ensure quality control when implementing your tracking.

What is Google Analytics 4 (GA4)?

Google Analytics 4 (GA4) is an analytics service designed to track and measure user engagement across both websites and applications. Unlike Universal Analytics, GA4 shifts from session and cookie based tracking to an event based data collection approach, providing a deeper understanding of user interactions across a combined web and App journey if necessary. This allows for a more granular analysis of the customer journey, encompassing everything from engagement to retention and revenue generation.

In addition, GA4 incorporates enhanced controls such as cookieless measurement and advanced modelling of user behaviours and key events. With these capabilities, GA4 equips businesses and marketers with the tools needed to make informed and data-driven marketing decisions.

What is Looker Studio?

Looker Studio is Google’s free tool that transforms complex data into easy to read and informative dashboards. It allows users to create custom visualisations like line graphs, bar charts, pie charts and maps using a simple drag-and-drop editor. This tool provides interactive features such as filters and date range controls, which enhances the interpretability and interactivity of reports. With Looker Studio sharing insights is straightforward, enabling you to distribute your findings with teams or globally through embedded reports on various platforms or via scheduled emails.

Key Information

Wednesday Evenings
Duration: 5 Weeks
Time: 2.5 Hours a Week
Virtual Tutor-led
12.5 CPD Hours

Next start date

Intakes September & November

When

Thursdays 6.30pm-9.00pm

Our Marketing Courses

Transform your marketing career

98

candidates achieved a significant skill improvement compared to their baseline knowledge before starting the course.

95

of candidates have expanded their professional network following the course

80

increase in conflict management resolution, equipping candidates with essenital tools to navigate workplace challenges.

100

satisfaction rate, reflecting the value and positive impact the Marketing Launchpad Programme delivers

Book your free career consultations

Discuss your career ambitions with James, today.

What our students say

I recently had the privilege of participating in the Marketing Launchpad Programme. I can confidently say that it was a transformative experience. If you're a marketing manager seeking to push your professional journey, look no further - this course is an absolute game changer. Conflict management, a critical skill in any professional setting, is addressed comprehensively. Digital marketing, branding, and data-driven decision-making are explored in-depth. It's a fantastic opportunity to advance your marketing career, develop essential skills, and connect with industry professionals.

Brian MartinMarketing Manager

Having completed the Advanced Marketing Professional Development course, and I found it to be exceptional. The course is well-structured, covering a comprehensive range of topics crucial for any marketing professional looking to advance their career. I benefited most from the Networking and Conflict Resolution modules. James, demonstrated a superior knowledge and made the complexities come together seamlessly. The way James teaches significantly boosted my confidence, not just in my current role but also in my potential to achieve more. I highly recommend this course to anyone looking to advance their marketing career, especially those who may be held back by imposter syndrome. This course provides the tools, knowledge, and confidence needed to take that next step.

Chris ShepherdHead of Marketing

"The course offered me the chance to have discussions with like-minded people outside of the normal day-to-day sprints. It was eye-opening to listen to other course attendees on their experiences and make reflections on my own role and current situation. James was very good at engaging with each and one of us, helping with the flow of the discussion points and brainstorming ideas. More importantly, it has allowed me to shape my personal objectives and develop a personal development plan with a clear short and long-term focus. Overall, the experience provided me with a great space for sharing and collaborations as well as new perspectives on how to manage career progressions."

Otiia SimionescuCRM Executive

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