Marketing Analytics & Google Analytics 4

Categories: Digital Marketing

About Course

3-Day Intensive Live Online Training Programme

Upcoming dates: Available on request.

Marketing Analytics & Google Analytics 4 is an intensive, instructor-led training programme designed for professionals who want to understand, measure, and improve digital marketing performance using data. The course focuses on practical marketing analytics and hands-on use of Google Analytics 4 (GA4), helping participants move from reports and dashboards to real decisions and action.

Through live instruction, guided walkthroughs, practical exercises, and applied examples, participants learn how to read key metrics, interpret behaviour, and build simple reporting views that support campaigns, content, and wider marketing activity.

Participants who successfully complete the training will receive a Certificate of Completion from London Global Centre. Training is delivered by experienced trainers with strong professional and industry backgrounds.

Understand the core concepts and terminology of digital marketing analytics and GA4.
Navigate GA4 to find essential reports and insights on traffic, engagement, and conversions.
Define meaningful marketing objectives and translate them into measurable events and KPIs.
Create simple views and reports that support campaign evaluation and stakeholder communication.
Interpret performance data to identify what is working, what is not, and where to focus next.
Use data to support continuous improvement in channels, content, and website experience.

Course Content

Day 1: Foundations of Marketing Analytics and GA4

Introduction to marketing analytics, key metrics, and the role of data in decision-making.
Understanding GA4 concepts such as events, users, sessions, and engagement.
Navigating the GA4 interface and core reports for traffic, behaviour, and basic conversions.
Workshop activities focused on exploring example GA4 data and identifying headline insights.

Day 2: Objectives, Events, and Performance Measurement

Day 3: Reporting, Insight, and Optimisation

A course by

London Global Centre

Marketing Analytics & Google Analytics 4

About Course

What Will You Learn?

Course Content

Day 1: Foundations of Marketing Analytics and GA4

Introduction to marketing analytics, key metrics, and the role of data in decision-making.

Understanding GA4 concepts such as events, users, sessions, and engagement.

Navigating the GA4 interface and core reports for traffic, behaviour, and basic conversions.

Workshop activities focused on exploring example GA4 data and identifying headline insights.

Day 2: Objectives, Events, and Performance Measurement

Defining clear marketing objectives and mapping them to measurable actions and events.

Understanding event tracking, conversions, and simple configuration choices in GA4 (conceptual and non-technical).

Reviewing channel performance (e.g. search, social, email, referrals) and how traffic sources contribute to goals.

Hands-on exercises to design basic measurement plans and identify key metrics for different campaign types.

Day 3: Reporting, Insight, and Optimisation

Creating practical views, comparisons, and simple dashboards that support regular reporting.

Interpreting trends and patterns to understand where performance is strong or weak.

Using analytics to inform optimisation actions across channels, content, and user journeys.

Final workshop activities focused on building a simple reporting outline and action list for real or example scenarios.

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