How to measure your Marketing with Google Analytics

Millions of businesses leverage Google Analytics to gain insights into their online audience and improve their marketing performance. The best implementations are those where the business has first considered what questions they need answered.

This Masterclass will first take a step back from this popular tracking tool to the broader role of web analytics in business. Web analytics expert, Carolyn James, will step through a framework for deciding what to measure on your website. She will also share examples of her clients and how they have used analytics as a tool in growing their business.

You will learn how to get started with Google Analytics (GA4), and we will touch on some non-Google alternatives and the reasons they are catching on.

We will also hear about some trends in this fast-changing field:
tracking preventions and the shift from observed data to modelled data
server-side tracking – increasingly relevant when data governance is in the spotlight.

About the speaker

Carolyn James is a web analytics specialist and founder of Website Insights. She started her career as a pharmacist and then was drawn to information technology, working as a project manager and business analyst in the healthcare software industry. 

Carolyn now helps businesses to measure and visualise their marketing data so they can make better decisions for their marketing. She also implements and advises on conversion tracking for her agency clients. Carolyn started her business in 2020 while living in Melbourne, and last year moved back to New Zealand with her husband, to be nearer to family.

Key Takeaways

– A framework for planning your marketing measurement
– What could your business do differently by using analytics
– Getting started with GA4
– An eye on the future – what you need to know to balance privacy with getting data you can use