Google Analytics for PR and Communications

What You Will Learn:

- Setting up and Configuring GA4: From creating a property to configuring data streams and linking Google Search Console.

- Navigating the differences between GA3 and GA4: Including the new metrics, amended metrics, and the shift from standard reports to more customizable analysis.

- Custom Report Building: Harnessing the power of Explorations and Google Looker for detailed analysis and sharing insights with stakeholders.

- Campaign Tracking: Configuring Google Analytics to accurately identify different traffic sources and creating UTM links for precise campaign tracking.

- Preparing for the Future: Strategies for adapting to the challenges posed by browser referral policies and data rate limits, and whether to consider alternative analytics tools.

Who should attend? 

This session is designed to equip PR and Communications professionals with the knowledge and skills to harness the full potential of Google Analytics, thereby enabling data-driven decision-making and more effective PR campaigns.

Preparatory work

You will be sent some materials a week before the session. It is important this is reviewed ahead of time as it will help establish base knowledge which Andrew will be building upon.

These materials will cover:

- An overview of Google Analytics: Its evolution since 1998 and its primary function as a web analytics tool.
- Understanding user interactions: How people find your website and what actions they take once they are on it.
- Introduction to Google Analytics 4 (GA4): The shift from page-centric to user-centric analysis, and why transitioning to GA4 is essential.