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DTSTART;TZID=Europe/London:20260217T093000
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DTSTAMP:20250917T120319Z
CREATED:20250917
LAST-MODIFIED:20260121
PRIORITY:5
SEQUENCE:7
TRANSP:OPAQUE
SUMMARY:Digital Analytics Foundation
DESCRIPTION:This session is designed for beginners or those with a basic understanding of digital analytics. It’s perfect if you’re new to GA4 or want a refresher on the essentials.\nPlease read the session outline carefully to make sure it aligns with your needs and experience level. If you’re already confident navigating GA4 and looking to build more advanced reports or segment data strategically, you may prefer to start with the Intermediate/Advanced session instead.\nSection 1: Analytics Fundamentals (45 mins)\nWhy digital analytics matters for your business\n\n– Moving beyond “vanity metrics” to actionable insights\n– Understanding your client journey from awareness to conversion\n– Setting realistic expectations: what analytics can and cannot tell you\n\n \nThe GA4 transition: what changed and why\n\n– Event-based vs session-based tracking explained\n– Why Universal Analytics was sunset\n– Key differences: bounce rate vs engagement rate\n– Data retention changes (2 months default vs UA’s longer retention)\n\n \nPrivacy and consent essentials\n\n– Understanding GDPR impact on tracking\n– Default consent states: what should be denied vs granted\n– Why server-side tracking doesn’t bypass privacy regulations\n– Basic consent management for professional services\n\n \nEssential terminology decoded\n\n– Sessions vs users vs active users\n– Pageviews vs events vs key events (conversions)\n– Engagement rate calculation and what constitutes “engaged”\n– Direct traffic vs organic vs referral sources\n\n \nSection 2: Navigating GA4 (45 mins)\nInterface walkthrough\n\n– Left sidebar navigation: Reports vs Explore vs Configure\n– Understanding the Reports snapshot vs detailed reports\n– How to change date ranges and apply basic filters\n– Where to find your most important metrics quickly\n\n \nReading standard reports\n\n– Real-time report: what it shows and when to use it\n– Acquisition reports: understanding where visitors come from\n– Engagement reports: pages and screens, events overview\n– Demographics: age, gender, interests, location data\n\n \nUnderstanding your data\n\n– Why numbers might not match between reports\n– Data processing delays: why you need to wait 3-5 days for complete data\n– Hands-on exercise: Navigate to find specific metrics for your website\n\n \nCommon beginner mistakes\n\n– Comparing apples to oranges (different date ranges, filters)\n– Misunderstanding what “direct” traffic actually means\n– Over-analysing daily fluctuations vs focusing on trends\n\n \nSection 3: Core Metrics & Interpretation (45 mins)\nKey performance indicators for professional services\n\n– Website visits: quantity vs quality considerations\n– Lead generation metrics: form submissions, phone calls, email clicks\n– Content engagement: which pages keep visitors interested\n– Geographic performance: are you reaching your target markets\n\n \nTrend analysis fundamentals\n\n– Identifying seasonal patterns in your industry\n– Week-over-week vs month-over-month vs year-over-year comparisons\n– Spotting genuine growth vs temporary spikes\n– When to investigate anomalies vs normal fluctuation\n\n \nBenchmarking and context\n\n– Industry averages for professional services engagement rates\n– Setting realistic expectations based on firm size and practice areas\n– Understanding intent differences across traffic sources\n– Exercise: Analyse sample data to identify trends and insights\n\n \nRed flags and data quality\n\n– Recognising bot traffic spikes in your reports\n– When traffic increases aren’t actually good news\n– Conversion rate drops: technical issues vs market changes\n\n \nSection 4: Basic Reporting & Next Steps (45 mins)\nCreating your first reports\n\n– Exporting data from GA4: PDFs vs CSV files\n– Setting up scheduled email reports\n– What to include in monthly stakeholder reports\n– Workshop: Build a basic monthly report template\n\n \nEstablishing a reporting routine\n\n– Weekly check-ins: what to monitor regularly\n– Monthly deep dives: comprehensive performance reviews\n– Quarterly strategy reviews: are we tracking the right things?\n– When to celebrate wins vs when to investigate problems\n\n \nBuilding your analytics foundation\n\n– Identifying what conversions matter most for your firm\n– Setting up basic goal tracking (if not already configured)\n– Understanding when you need help vs what you can do yourself\n\n \nResources and next steps\n\n– Google Analytics Academy courses\n– Professional development opportunities\n– When to consider upgrading to advanced analytics tools\n\n \n\n\nBook Now\n\n				#wpforms-9895 {\n				--wpforms-field-size-input-height: 43px;\n--wpforms-field-size-input-spacing: 15px;\n--wpforms-field-size-font-size: 16px;\n--wpforms-field-size-line-height: 19px;\n--wpforms-field-size-padding-h: 14px;\n--wpforms-field-size-checkbox-size: 16px;\n--wpforms-field-size-sublabel-spacing: 5px;\n--wpforms-field-size-icon-size: 1;\n--wpforms-label-size-font-size: 16px;\n--wpforms-label-size-line-height: 19px;\n--wpforms-label-size-sublabel-font-size: 14px;\n--wpforms-label-size-sublabel-line-height: 17px;\n--wpforms-button-size-font-size: 17px;\n--wpforms-button-size-height: 41px;\n--wpforms-button-size-padding-h: 15px;\n--wpforms-button-size-margin-top: 10px;\n--wpforms-container-shadow-size-box-shadow: none;\n			}\n			Please enable JavaScript in your browser to complete this form.Please enable JavaScript in your browser to complete this form.Attendee details *FirstLastJob Title *Company Name *Company Email *Is your firm based outside  the UK? (for VAT purposes )YesSelect number of attendees1 attendee £2702 attendees £530.003 attendees £780.00Prices per attendees outside the UK: 1st attendee £270  2nd attendee £260  3rd attendee £250Select number of attendees1 attendee £270 plus VAT2 attendees £530.00 plus VAT3 attendees £780.00 plus VATPrices per attendees: 1st attendee £270 + VAT 2nd attendee £260 + VAT 3rd attendee £250 + VATAttendee details2nd Attendee Full Name, Job Title and Company EmailAttendee details3nd Attendee Full Name, Job Title and Company EmailHow do you want to pay? *By cardBy invoiceStripe Credit Card *Company Name *Issue invoice to this companyCompany Address *Address Line 1Address Line 2CityState / Province / RegionPostal Code--- Select country ---AfghanistanAlbaniaAlgeriaAmerican SamoaAndorraAngolaAnguillaAntarcticaAntigua and BarbudaArgentinaArmeniaArubaAustraliaAustriaAzerbaijanBahamasBahrainBangladeshBarbadosBelarusBelgiumBelizeBeninBermudaBhutanBolivia (Plurinational State of)Bonaire, Saint Eustatius and SabaBosnia and HerzegovinaBotswanaBouvet IslandBrazilBritish Indian Ocean TerritoryBrunei DarussalamBulgariaBurkina FasoBurundiCabo VerdeCambodiaCameroonCanadaCayman IslandsCentral African RepublicChadChileChinaChristmas IslandCocos (Keeling) IslandsColombiaComorosCongoCongo (Democratic Republic of the)Cook IslandsCosta RicaCroatiaCubaCuraçaoCyprusCzech RepublicCôte d'IvoireDenmarkDjiboutiDominicaDominican RepublicEcuadorEgyptEl SalvadorEquatorial GuineaEritreaEstoniaEswatini (Kingdom of)EthiopiaFalkland Islands (Malvinas)Faroe IslandsFijiFinlandFranceFrench GuianaFrench PolynesiaFrench Southern TerritoriesGabonGambiaGeorgiaGermanyGhanaGibraltarGreeceGreenlandGrenadaGuadeloupeGuamGuatemalaGuernseyGuineaGuinea-BissauGuyanaHaitiHeard Island and McDonald IslandsHondurasHong KongHungaryIcelandIndiaIndonesiaIran (Islamic Republic of)IraqIreland (Republic of)Isle of ManIsraelItalyJamaicaJapanJerseyJordanKazakhstanKenyaKiribatiKorea (Democratic People's Republic of)Korea (Republic of)KosovoKuwaitKyrgyzstanLao People's Democratic RepublicLatviaLebanonLesothoLiberiaLibyaLiechtensteinLithuaniaLuxembourgMacaoMadagascarMalawiMalaysiaMaldivesMaliMaltaMarshall IslandsMartiniqueMauritaniaMauritiusMayotteMexicoMicronesia (Federated States of)Moldova (Republic of)MonacoMongoliaMontenegroMontserratMoroccoMozambiqueMyanmarNamibiaNauruNepalNetherlandsNew CaledoniaNew ZealandNicaraguaNigerNigeriaNiueNorfolk IslandNorth Macedonia (Republic of)Northern Mariana IslandsNorwayOmanPakistanPalauPalestine (State of)PanamaPapua New GuineaParaguayPeruPhilippinesPitcairnPolandPortugalPuerto RicoQatarRomaniaRussian FederationRwandaRéunionSaint BarthélemySaint Helena, Ascension and Tristan da CunhaSaint Kitts and NevisSaint LuciaSaint Martin (French part)Saint Pierre and MiquelonSaint Vincent and the GrenadinesSamoaSan MarinoSao Tome and PrincipeSaudi ArabiaSenegalSerbiaSeychellesSierra LeoneSingaporeSint Maarten (Dutch part)SlovakiaSloveniaSolomon IslandsSomaliaSouth AfricaSouth Georgia and the South Sandwich IslandsSouth SudanSpainSri LankaSudanSurinameSvalbard and Jan MayenSwedenSwitzerlandSyrian Arab RepublicTaiwan, Republic of ChinaTajikistanTanzania (United Republic of)ThailandTimor-LesteTogoTokelauTongaTrinidad and TobagoTunisiaTurkmenistanTurks and Caicos IslandsTuvaluTürkiyeUgandaUkraineUnited Arab EmiratesUnited Kingdom of Great Britain and Northern IrelandUnited States Minor Outlying IslandsUnited States of AmericaUruguayUzbekistanVanuatuVatican City StateVenezuela (Bolivarian Republic of)VietnamVirgin Islands (British)Virgin Islands (U.S.)Wallis and FutunaWestern SaharaYemenZambiaZimbabweÅland IslandsCountryTotal£0.00Submit  \n\n\n\nCancellations/Substitutions\nDue to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 + VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.\nEligibility\nThis training course is open solely to member firms of the PM Forum, a worldwide group of over 3,000 marketers in professional services firms.\n\n
URL:https://pmforum.co.uk/events/digital-analytics-foundation/
ORGANIZER;CN=PM Forum:MAILTO:
CATEGORIES:Half-day online workshop
LOCATION:Online
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