Digital Analytics Foundation
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.
Please 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.
Section 1: Analytics Fundamentals (45 mins)
Why digital analytics matters for your business
- Moving beyond “vanity metrics” to actionable insights
- Understanding your client journey from awareness to conversion
- Setting realistic expectations: what analytics can and cannot tell you
The GA4 transition: what changed and why
- Event-based vs session-based tracking explained
- Why Universal Analytics was sunset
- Key differences: bounce rate vs engagement rate
- Data retention changes (2 months default vs UA’s longer retention)
Privacy and consent essentials
- Understanding GDPR impact on tracking
- Default consent states: what should be denied vs granted
- Why server-side tracking doesn’t bypass privacy regulations
- Basic consent management for professional services
Essential terminology decoded
- Sessions vs users vs active users
- Pageviews vs events vs key events (conversions)
- Engagement rate calculation and what constitutes “engaged”
- Direct traffic vs organic vs referral sources
Section 2: Navigating GA4 (45 mins)
Interface walkthrough
- Left sidebar navigation: Reports vs Explore vs Configure
- Understanding the Reports snapshot vs detailed reports
- How to change date ranges and apply basic filters
- Where to find your most important metrics quickly
Reading standard reports
- Real-time report: what it shows and when to use it
- Acquisition reports: understanding where visitors come from
- Engagement reports: pages and screens, events overview
- Demographics: age, gender, interests, location data
Understanding your data
- Why numbers might not match between reports
- Data processing delays: why you need to wait 3-5 days for complete data
- Hands-on exercise: Navigate to find specific metrics for your website
Common beginner mistakes
- Comparing apples to oranges (different date ranges, filters)
- Misunderstanding what “direct” traffic actually means
- Over-analysing daily fluctuations vs focusing on trends
Section 3: Core Metrics & Interpretation (45 mins)
Key performance indicators for professional services
- Website visits: quantity vs quality considerations
- Lead generation metrics: form submissions, phone calls, email clicks
- Content engagement: which pages keep visitors interested
- Geographic performance: are you reaching your target markets
Trend analysis fundamentals
- Identifying seasonal patterns in your industry
- Week-over-week vs month-over-month vs year-over-year comparisons
- Spotting genuine growth vs temporary spikes
- When to investigate anomalies vs normal fluctuation
Benchmarking and context
- Industry averages for professional services engagement rates
- Setting realistic expectations based on firm size and practice areas
- Understanding intent differences across traffic sources
- Exercise: Analyse sample data to identify trends and insights
Red flags and data quality
- Recognising bot traffic spikes in your reports
- When traffic increases aren’t actually good news
- Conversion rate drops: technical issues vs market changes
Section 4: Basic Reporting & Next Steps (45 mins)
Creating your first reports
- Exporting data from GA4: PDFs vs CSV files
- Setting up scheduled email reports
- What to include in monthly stakeholder reports
- Workshop: Build a basic monthly report template
Establishing a reporting routine
- Weekly check-ins: what to monitor regularly
- Monthly deep dives: comprehensive performance reviews
- Quarterly strategy reviews: are we tracking the right things?
- When to celebrate wins vs when to investigate problems
Building your analytics foundation
- Identifying what conversions matter most for your firm
- Setting up basic goal tracking (if not already configured)
- Understanding when you need help vs what you can do yourself
Resources and next steps
- Google Analytics Academy courses
- Professional development opportunities
- When to consider upgrading to advanced analytics tools
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Cancellations/Substitutions
Due 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.
Eligibility
This training course is open solely to member firms of the PM Forum, a worldwide group of over 3,000 marketers in professional services firms.
