This Master Class covers:
- How to use GA4 to get better insights into your customers' behaviors
- Setting up GA4 on your websites (without complex code changes)
- Establishing goals and tracking conversions from your website visitors
- How to use Google Data Studio to analyze, visualize, and present your customer data to stakeholders
- Why the new GA4-exclusive tools can find customer patterns that older, cookie-based tracking couldn't dream of
- How to use the data produced by GA4 to level up your marketing strategy
IMPROVE YOUR MARKETING RESULTS WITH GOOGLE'S AI
Digital marketing was built to track cookies. But with new data privacy laws around the world, the Wild West days of tracking Internet users are coming to an end.
But hope isn't lost—Google has a powerful suite of tools for you. The AI-backed tools in Google Analytics 4 help you gather valuable customer data, analyze it in new ways, and better understand your market. Knowing how to use GA4 today prepares you for the future of web analytics.
Join data detective and digital guru Christopher S. Penn as he walks you through GA4. He'll show you how to make the most of its powerful features and turbocharge your marketing.
You have multiple ways to complete the lessons and earn your certificate of completion:
- Attend all of the Watch Parties
- Attend some Watch Parties and complete the rest of the lessons on-demand
- Watch all of the lessons on-demand (after their Watch Parties) when it works for you
MASTER CLASS LESSONS
Complete each of the following lessons to earn your certificate of completion.
Why Should I Care About Google Analytics 4?
Google has created a new product and eventually, we'll all have to use it. Plus, all new development and all new features are only being introduced in Google Analytics 4, so now is the time to get ready.LENGTH: 15:00 minutes
What Is Google Analytics 4, Anyhow?
Learn the origins of Google Analytics 4 and why it's so different, due to its Firebase heritage. You'll also learn how configuration has radically changed and what tools you'll need to know to make it work best.LENGTH: 15:00 minutes
First Order of Business: Determining Your Goals
A conversion in Google Analytics 4 isn't hugely different from a goal in Google Analytics 3, but there are some differences. Learn how to set effective goals that serve multiple purposes and don't clutter up your reporting.LENGTH: 15:00 minutes
Getting Started With Google Tag Manager
Google Tag Manager is the best, preferred way to set up Google Analytics 4 tracking and configuration. You'll learn how to set up variables, triggers, and the relevant tags for GA4—and how they're different from the way you've done them in the past.LENGTH: 15:00 minutes
Configuring Google Analytics 4
You'll learn why views are gone, the kinds of data streams needed (such as web and mobile apps), and the overall configuration of Google Analytics 4, including what settings are critical.LENGTH: 15:00 minutes
Setting Up Your Dashboard With Google Data Studio
You'll learn how to connect Google Analytics 4 to your Google Data Studio account, what connectors you might need, and how to access the different variables.LENGTH: 15:00 minutes
The Google Analytics 4 Reports You Need to Know
You'll look at the different basic reports provided in Google Analytics 4, including acquisition, engagement, monetization, retention, user demographics, and attribution.LENGTH: 15:00 minutes
Getting Started with Google Analytics 4 Business Intelligence Hub—Funnels, Paths, and Cohorts
You'll learn the basics of how to use Google Analytics 4's powerful new business intelligence engine, the Explorations Hub, to generate funnel, path, and cohort analyses of your data.LENGTH: 15:00 minutes
Google Analytics 4 Business Intelligence Hub—Beyond the Basics
You'll learn how to generate segment overlap analyses, user explorations, and lifetime value analyses, as well as build custom freeform analyses.LENGTH: 15:00 minutes
Google Data Studio Basic Dashboard
You'll learn how to generate reports in Google Data Studio that leverage insights from your work in the Exploration Hub, translating those into user-friendly reports for business users.LENGTH: 15:00 minutes
Now What? The Three Whats of Web Analytics
You'll learn the three whats—what happened, so what, now what—as a framework for making decisions about your data and identifying when your data may not be sufficient for decision making.LENGTH: 15:00 minutes
Google Analytics 4 and Your MarTech Stack
Learn what things Google Analytics 4 doesn't do well, and how you'll need to integrate it into the rest of your MarTech stack for maximum productivity.LENGTH: 15:00 minutes
You Don't Need a Crystal Ball: The Future of Web Analytics
Learn where software like Google Analytics 4 fits into the overall customer data framework and what you'll need to do to prepare for a future with less and less customer data available from third-party sources. You'll also learn where Google Analytics fits into zero-party and first-party data.LENGTH: 15:00 minutes
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These materials aren't required to officially complete this Master Class, but they can help you more deeply understand and better implement what you learn.
- Registration required to access supplementary resources
GA4 -- Download | Transcripts (zip)
GA4 -- Replay | Mar 09 watch party (lessons 1-4)
GA4 -- Replay | Mar 11 watch party (lessons 5-6)
GA4 -- Replay | Mar 18 watch party (lessons 7-8)
GA4 -- Replay | Mar 23 watch party (lessons 9-10)
GA4 -- Replay | Mar 25 watch party (lessons 11-13)
YOUR INSTRUCTOR: Christopher S. Penn
Christopher S. Penn is a co-founder and the chief data scientist of TrustInsights.ai, a marketing and management consulting firm. He is a renowned keynote speaker and best-selling author who specializes in analytics, digital marketing, and machine-learning.
LinkedIn: Christopher Penn
Program Advisor: Janet Driscoll Miller
Janet Driscoll Miller is the president and CEO of the award-winning digital marketing firm Marketing Mojo, the author of Data-First Marketing: How to Compete and Win in the Age of Analytics, and a Google Analytics-certified marketing leader. With over 25 years of marketing experience, she specializes in search engine optimization, data and analytics, and digital advertising. Janet regularly helps companies from small businesses to large corporations fix their digital marketing and analytics issues.