5 valuable things you will learn:
- Master key marketing metrics to analyse website performance and turn data into actionable insights.
- Learn GA4 setup, optimisation, and conversion tracking for tailored business needs.
- Explore Google Marketing tools, including Tag Manager integration and technical limitations.
- Understand the “What, So What, Now What?” framework to interpret and act on data trends.
- Optimise marketing strategies using advanced analytics and reporting tools.
Who should attend?
This course is for all B2B marketers who want to gain or strengthen their foundational understanding of Google Analytics 4 (GA4) and data-driven attribution - so that they can measure their marketing efforts more effectively. Having GA4 set up correctly and being able to read GA4 reports and draw insights from the data is an essential skill for all marketers.
What's included?
The essentials of using GA4 and data-driven attribution modelling as an enabler of smart decision-making based on marketing results.
Organisations that have benefitted from MPG's training
Course content:
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Marketing metrics and analytics:
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Get a comprehensive overview of the core concepts and role of analytics and tracking.
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Learn how to evaluate your website performance, including the most important metrics to track and analyse regularly for the best results.
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Understand how to transform the reporting numbers into actionable insights.
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Get to grips with Google Marketing tools:
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Get an introduction to GA4 and learn how to get the most from your reports.
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Explore Google Tag Manager and how to integrate it into your analytics & tracking tool kit.
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Discover the limitations and technical factors behind web analytics – what’s possible and what’s not.
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Understand how to set up and optimise GA4:
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Learn how to set up or improve GA4 properties, data streams and web/app tracking that you need for your business.
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Get an understanding of custom parameters, events, conversions, audiences and how to set them up.
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Discover how to effectively track conversions and how to implement testing and maintenance.
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Go beyond the data with the “What, So What, Now What?” framework:
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Gain an understanding of the “What” as you learn about the different types of data that can be collected, how to collect it, and how to store it.
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Get to grips with the “So What” and learn how to analyse your data to identify trends and patterns.
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Learn how to take action by using the insights gained from the data to make decisions and optimise your marketing.
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What MPG customers have said about our training programmes
Andrew Milne, Director, Event Marketing & Business Partnering, GSMA
Really insightful and useful course. Helped focus the team on the key aspects of audience acquisition and some invaluable tools to improve our productivity and planning. Thanks to the MPG Academy team!
Tania Marshall, Global Marketing Director, FT Live - The Financial Times
The marketing training programme that MPG delivered for my team was exactly what our marketers needed as strong inbound and digital skills are now so critical. The delivery and format of the training was tailored to what we needed and had great impact.
Gabriela Cogorno, Head of Marketing - Telecoms and Tech, Delinian
My team of event marketers found the MPG Academy course super helpful! It covered new areas of marketing we had not previously had time to consider. We took away some very useful action points that will definitely make a difference to the performance of our marketing.
