Google Analytics and Data-Driven Marketing

Most businesses have Google Analytics installed but never look at it properly. This programme teaches you how to navigate GA4, understand what the data is telling you, and use it to make confident marketing decisions — from which channels to invest in, to where your website is losing visitors.

Modules

Introduction to GA4
How GA4 differs from Universal Analytics, the event-based data model, key terminology, and navigating the GA4 interface. Setting up a property from scratch.

Understanding Your Traffic
Reading the Acquisition reports: organic search, paid, direct, social, referral, and email. Identifying your best and worst performing traffic sources.

Audience Reports and User Behaviour
Who is visiting your site, where they are coming from, what devices they use, and how they move through your pages. Identifying your most valuable audience segments.

Engagement and Content Performance
Which pages perform best, average engagement time, scroll depth, and how to identify content that converts vs content that just gets traffic.

Conversion Tracking and Goals
Setting up key events as conversions: form submissions, button clicks, purchases, and file downloads. Connecting GA4 to Google Ads for full funnel visibility.

Campaign Attribution
Understanding UTM parameters and how to tag your campaign links so GA4 correctly attributes traffic from emails, social media, and paid ads.

Custom Reports and Dashboards
Building Exploration reports and Looker Studio dashboards that surface the metrics your team actually needs, without digging through the standard interface.

Turning Data into Decisions
A structured approach to reading your data monthly, identifying bottlenecks in the funnel, and prioritising where to focus marketing efforts.

Final Activity

GA4 Audit and Action Plan. Participants audit a real or case study GA4 account, identify three key issues in the funnel, and present a prioritised improvement plan.

Key Outcomes:
Navigate GA4 and find the right reports quickly
Understand where your traffic comes from and which sources perform best
Set up conversion tracking to measure outcomes that matter
Use UTM parameters to correctly attribute campaign traffic
Build custom dashboards that surface the data your team needs
Make confident budget and content decisions from real website data

Fee: RM 1,750 per participant
Minimum enrolment: 1 participant
Duration: 1 Day
Level: Intermediate
HRD Corp Claimable
Certificate included

Frequently Asked Questions

RM 1,750 per participant.

Access to a GA4 account is helpful. A demo account will be provided if needed.

Yes. GA4 uses a completely different data model. This programme is built specifically for GA4.

Yes. No coding is required. The focus is on reading and acting on data, not technical implementation.

Yes, this programme is HRD Corp claimable.

Yes. In-house group sessions are available and can use your own GA4 property as the case study.

Yes, a Certificate of Completion is provided.

In-person, in-house, or online. We adapt based on your team's location and preference.