Course Overview
This intensive training equips participants with end-to-end mastery of Google Analytics 4 (GA4), from setup and configuration to advanced analysis, reporting, and integration with business intelligence tools. The program emphasizes hands-on learning with real datasets, enabling professionals to effectively track user behavior, measure marketing ROI, and create actionable insights using GA4, Google Tag Manager, BigQuery, Power BI, and AI-based analytics.
Course Duration
10 Days
Target Audience
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Digital Marketing Professionals
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Data Analysts and Business Intelligence Specialists
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CRM & Customer Insights Managers
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E-commerce and Product Managers
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Marketing Agencies and Consultants
Personal Impact
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Gain confidence in setting up, customizing, and managing GA4 properties.
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Learn to design customer journey tracking and event-driven analytics.
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Acquire advanced skills in data visualization, dashboards, and reporting.
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Strengthen ability to derive insights that improve ROI and strategy.
Organizational Impact
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Improved data-driven decision-making across departments.
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Enhanced ability to measure digital marketing and sales performance.
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Stronger customer insights through cross-platform journey analysis.
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Competitive advantage from predictive analytics and AI-driven insights.
Course Outline
Course Objectives
By the end of this course, participants will be able to:
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Configure and customize GA4 properties and data streams.
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Implement event tracking and enhanced measurement features.
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Analyze audience behavior, acquisition, engagement, monetization, and retention.
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Create dashboards and custom reports in GA4 and Power BI.
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Leverage BigQuery, AI, and predictive analytics for advanced insights.
Course Modules
Course Outline
Module 1: Introduction to Google Analytics 4 (GA4)
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Why GA4 vs Universal Analytics
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GA4 data model: events & parameters
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Setting up GA4 accounts and properties
Case Study: Migrating from Universal Analytics to GA4
Module 2: Configuring GA4 Properties & Data Streams
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Creating web and app data streams
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Tagging setup via Google Tag Manager (GTM)
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Debugging and validating data flows
Exercise: Configure GA4 with GTM for a demo website
Module 3: Event Tracking & Enhanced Measurement
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Predefined events and recommended events
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Creating custom events & conversions
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Event parameters and user properties
Practical: Set up event tracking for form fills and e-commerce actions
Module 4: Audience & User Behavior Analysis
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Audience segmentation in GA4
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User explorer & lifecycle reporting
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Understanding engagement metrics
Case Study: Identifying high-value user segments
Module 5: Acquisition & Traffic Analysis
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Analyzing sources: paid, organic, referral, direct, social
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Campaign tagging with UTM parameters
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Attribution modeling in GA4
Practical Exercise: Compare campaign ROI with attribution models
Module 6: E-commerce & Monetization Tracking
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Setting up e-commerce events
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Tracking product impressions, add-to-cart, checkout, and purchase
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Revenue analysis dashboards
Case Study: Optimizing product funnel using GA4 insights
Module 7: Retention & Cohort Analysis
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Cohort analysis for retention strategies
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Funnel exploration & path analysis
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Predictive metrics (churn probability, revenue prediction)
Exercise: Build a retention dashboard for customer lifetime value
Module 8: Reporting & Dashboarding
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Creating explorations in GA4
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Building dashboards in Power BI with GA4 data
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Using Data Studio/Looker Studio for visualization
Practical: Design an executive marketing dashboard
Module 9: BigQuery & Advanced Analytics
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Linking GA4 to BigQuery
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Running SQL queries on GA4 raw data
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Building advanced reports with GA4 + BigQuery + Power BI
Case Study: Cross-platform user journey analysis
Module 10: AI, Predictive Analytics & Best Practices
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Leveraging GA4 predictive audiences
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AI-driven insights for campaigns and remarketing
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Governance, compliance, and privacy best practices (GDPR, CCPA)
Capstone Project: Build a GA4 analytics framework for your organization
Related Courses
Course Administration Details
Methodology
These instructor-led training sessions are delivered using a blended learning approach and include presentations, guided practical exercises, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience as professionals and trainers in these fields. All facilitation and course materials are offered in English. Participants should be reasonably proficient in the language.
Accreditation
Upon successful completion of this training, participants will be issued an Indepth Research Institute (IRES) certificate certified by the National Industrial Training Authority (NITA).
Training Venue
The training will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
Accommodation and Airport Transfer
Accommodation and Airport Transfer are arranged upon request. For reservations contact the Training Officer.
Tailor-Made
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our IRES Training Centre or at a convenient location. For further inquiries, please contact us on:
Payment
Payment should be transferred to the IRES account through a bank on or before the start of the course. Send proof of payment to [email protected]
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