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

CPD Accredited

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!

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
  • Online Tutor-led
  • 12.5 CPD Hours
  • £899 only
Next start date

3 July 2024, 6.30pm-9.00pm

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