smxmc23-logo-e1689023921463 Online August 21-22, 2024

Dominating Google Analytics 4 and reporting with Colleen Harris

Confidently leverage GA4, GTM, Big Query, and Looker Studio for enhanced data storytelling

Online August 21-22 | 12:00pm - 3:00pm ET | $249

All the data in the world doesn't mean anything if you don't know what to do with it. Join analytics expert Colleen Harris for her live, two-day Master Class exploring tips, tricks, and tactics you should be implementing today to take full advantage of GA4 -- from finding data to replacing views with custom reporting.

In order to take advantage of all the features of GA4, understanding how to use Google Tag Manager, Big Query, and Looker Studio in concert with GA4 is key. The GA4 migration opened up the door for new questions and issues for a lot of us and this Master Class will answer, “What does this all mean?”

You'll learn all the ways you can influence your digital strategy with data -- even if you don’t know the source. You'll also learn how to build audiences in cross-domain tracking and how “consent mode” works as we set up full tracking in Google Tag Manager.

The actionable tactics and proven steps covered in this Master Class will empower you to confirm you are making the most of Google Analytics 4 — and that you’re using the data in your overall digital strategy.

PLEASE NOTE: This will be a hands-on training experience with real-time practice of the skills being taught. You should come to the class with a Google Analytics 4 property installed on your site and data flowing into the account. If you use Google Tag Manager to install Google Analytics currently, you should also come with access to that container. Google Tag Manager access is not required to attend this class.


Here’s a breakdown of what will be covered:

Setting up GA4 for success. We’ll start the Master Class with a refresher on best practices for setting up GA4 and how to audit an existing account. We’ll also cover new GA4 features like Key Events, changes in reporting display and importing data. First we’ll talk about what you consider success, so we can determine what to track on each page and understand how GA4 can track user activity. We'll dive into connecting other Google properties like Search Console and Google Ads.

Google Tag Manager. It’s possible to configure GA4 to work through Google Tag Manager (GTM) and we’ll show you how to build everything in GTM, including custom dimensions and events. We will also deep dive into Consent Mode in Google Tag Manager, what it does and what it doesn’t do for tracking management.

Reporting. In this part of the Master Class, we’ll show you how to build usable reports in Looker Studio from GA4 and provide tips to best set up your Big Query account and pull data from it. You’ll discover the difference between explorations and reports, how to customize a report, why UTM tagging is critical and more.  

Data storytelling. Now that you have collected the data and reported the data, we’ll end with a section on tips and tricks for presenting the story that the data is telling. We’ll talk about how you should always start with your goals, and bring in the most impressive metrics that illustrate how you met them. We’ll also talk about how images and stats will make our story stand out.

After this Master Class, you’ll be able to:

  • Use events in GA4 to understand the ROI of your “direct” traffic
  • Organize and customize reports & explorations for reporting needs
  • Build reporting for a user funnel, including building one with custom actions
  • Find the best ways to leverage Google Tag Manager with GA4, especially with Consent Mode
  • Know how data flows from Google Analytics to Big Query to Looker Studio
  • Build your ROI story with the components that tell the story

Who should attend this Master Class?

This Master Class is for anyone working in digital marketing that leverages Google Analytics including account managers, specialists, whole teams, agencies and internal account teams.

Meet your Master Class instructor

With almost 20 years of digital marketing experience in the automotive, healthcare, and entertainment industries, Colleen Harris combines her passion for data storytelling with her deep knowledge of SEO and analytics in her current role as Director, Product Manager at Ansira. Colleen is an award-winning dynamic presenter who has been invited to speak at numerous digital marketing conferences and nonprofits in both the US and abroad. Recent speaking engagements include Digital Summit, Automotive Analytics & Attribution, SMX West, SMX Advanced, NADA 20 Groups, Seattle Women in Technology, Year Up, Seattle Search Network, 501 C Commons and the National SEMPO member conference. Outside of work, Colleen has volunteered as a digital consultant for non-profits in the Seattle area. Colleen is a member of SEMPO and has authored thought leadership on topics including local search, content marketing, and Google Analytics.


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