Strategic Analytics and Optimisation

Important – Please read before continuing:

This session is aimed at intermediate to advanced users. It assumes you already have a solid grasp of the topics covered in the beginner session, including:

• Confident navigation within GA4 (e.g. using the platform day-to-day)
• A working knowledge of analytics fundamentals, key metrics, and terminology
• Basic understanding of how event-based tracking works in GA4
• Moderate experience using GA4 to interpret user behaviour and site performance

If you’re not yet comfortable with those topics, we strongly recommend attending or reviewing the Digital Analytics Foundations session first before diving into this one.

Section 1: Advanced GA4 Configuration & Strategy (45 mins)

Quick privacy and technical overview (15 mins)

• Server-side tracking: brief overview of benefits and when to consider it
• Consent management essentials for advanced setups
• Data retention optimisation

Advanced conversion tracking setup (30 mins)

• Creating custom events for complex user journeys
• Setting up enhanced measurement vs custom events
• Tracking multiple conversion types: downloads, video engagement, scroll depth
• Phone call tracking and offline conversion imports
• Workshop: Map out comprehensive conversion tracking for your business model

Section 2: Advanced Analysis & Segmentation (45 mins)

Master segmentation techniques

• Creating behavioural segments: high-value users, repeat visitors, engaged prospects
• Geographic and demographic segmentation strategies
• Technology segmentation: device, browser, traffic source performance
• Hands-on: Build 3-4 strategic segments for different analysis needs

Attribution modelling deep dive

• Understanding GA4’s data-driven attribution vs rule-based models
• Multi-touch attribution analysis using GA4’s native reports
• Identifying assist channels and hidden conversion influences
• Time decay vs position-based: choosing the right model for your business
• Analysis exercise: Compare different attribution models on real data

Advanced user journey analysis

• Path exploration: understanding how users navigate your site
• Funnel analysis: identifying drop-off points and optimisation opportunities
• Cohort analysis: tracking user behaviour changes over time
• Cross-device journey mapping within GA4

Section 3: Custom Reporting & Dashboard Creation (45 mins)

GA4 Explorations mastery

• Free-form exploration for custom analysis
• Funnel exploration: advanced conversion path analysis
• Path exploration: understanding user flow and navigation
• Segment overlap analysis: finding your ideal audience intersections
• Lab: Create 2-3 custom explorations for ongoing analysis needs

Advanced filtering and data manipulation

• Custom dimensions and metrics: when and how to use them
• Advanced filtering techniques for cleaner data
• Calculated metrics within GA4 explorations
• Comparison and benchmarking within reports

Automated reporting within GA4

• Scheduled exports and email delivery
• Creating shareable exploration links
• Setting up recurring analysis templates
• Quick mention: When Looker Studio makes sense

Section 4: Optimisation & Strategic Insights (45 mins)

Campaign performance analysis

• Advanced UTM strategies and campaign tracking
• Content marketing performance: which content drives conversions
• Social media analysis beyond vanity metrics
• Email marketing integration and cross-channel analysis
• Workshop: Build UTM naming convention and tracking strategy

Conversion rate optimisation using GA4 data

• Identifying your highest-converting pages and traffic sources
• Form abandonment analysis and optimisation opportunities
• Page performance analysis: load time, engagement, conversion correlation
• A/B testing analysis within GA4
• Case study: Real CRO wins from GA4 insights

Advanced monitoring and alerts

• Setting up intelligent alerts for performance changes
• Bot traffic identification and handling
• Anomaly detection: distinguishing real issues from noise
• Performance degradation early warning systems

Strategic presentation and business impact

• Building compelling reports that drive action
• ROI calculation for different marketing channels
• Presenting complex data insights to stakeholders
• Creating regular reporting cycles that matter
• Final exercise: Present key insights and recommendations from your analysis

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