Start a conversation ↗

Description

Google Analytics: Measuring Audience, Tracking Conversions and Making Decisions

Two days to move beyond raw figures and connect website audience data to marketing decisions

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

The tool has been installed for a long time, yet the reports are opened and never truly read. Visit numbers are reviewed without knowing where the valuable visitors come from or what causes them to drop off. Investment decisions are then taken on intuition.

These 14 hours start from business questions before any report is opened. Participants check the quality of data collection, identify their traffic sources, configure event and conversion tracking, analyse user journeys, then build a dashboard and a reading routine suited to their own activity.

Learning objectives

  • Check the quality of data collection on a website
  • Identify the traffic sources that bring in valuable visitors
  • Configure event and conversion tracking
  • Analyse a navigation journey and pinpoint drop-off points
  • Build a dashboard that a non-specialist team can read

What makes this programme different

Analysis of the participant's own live website data during the session
A simplified tracking plan aligned with the organisation's objectives
A monthly dashboard template ready to be populated

Programme

1Data Collection and Reliability

Understanding what the tool actually measures

  • Principles of data collection and the role of tagging
  • The concepts of user, session and event
  • Filtering internal traffic and noise in the data
  • Consent and its impact on measurement

2Audience and Traffic Sources

Knowing where visitors come from

  • Acquisition reports and channel groupings
  • Campaign parameters and link tracking
  • Comparing channels on traffic quality
  • Analysis by device and by geographic area
  • Comparison periods and seasonal effects

3Events, Conversions and User Journeys

Tracking what matters to the business

  • Defining the actions that create value for the organisation
  • Configuring events and conversions
  • Analysing entry and exit pages
  • Spotting breakpoints in a funnel
  • Reading user behaviour on forms

4Reporting and Decision-Making

Reports that people actually read

  • Building a dashboard by objective
  • Selecting indicators and comparisons
  • Shared reports and automated distribution
  • Review cadence and analytical commentary
  • Interpretation limits and common mistakes

Who is it for

Digital marketing officers, website managers, e-commerce professionals and project managers who work with audience data.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.