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Description

Web Analytics: Defining Requirements, Comparing Tools and Managing Migration

Compare audience measurement solutions and select the one that genuinely answers your business questions

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

Changing audience measurement tool is often decided under pressure: a version reaching end of life, data protection requirements, or a dashboard nobody consults any more. Teams then compare features without having written down the questions measurement is meant to answer, and discover after the switch that historical data is no longer comparable.

Two days to approach this decision properly: formulate your performance management needs, build a comparison scorecard, test candidate tools, then prepare the tagging plan and the migration of historical data. Each participant leaves with a completed scorecard and a migration scenario.

Learning objectives

  • Formulate the performance questions measurement must answer
  • Build a weighted comparison scorecard for candidate tools
  • Assess collection methods and their limitations
  • Write a tagging plan that a technical team can act on
  • Prepare the migration and the continuity of historical data

What makes this programme different

The comparison scorecard is built from each participant's own requirements
Candidate tools are handled on demonstration data sets
A dated migration scenario is drafted before the end of the session

Programme

1Start with the questions, not the tools

Knowing what you actually want to measure

  • Distinguish audience measurement from commercial performance measurement
  • List the decisions measurement is meant to inform
  • Identify who the reports are intended for
  • Set aside indicators nobody uses

2Overview of available solutions

Understanding the main families of tools

  • Compare tag-based collection and server log collection
  • Position hosted and self-hosted solutions
  • Identify journey tracking and testing capabilities
  • Take into account total cost and the skills required

3Collection, consent and data quality

Measuring within a constrained framework

  • Align consent collection with audience measurement
  • Understand the effect of tracker blocking on the figures
  • Verify the reliability of a data collection set-up
  • Document discrepancies between sources

4Tagging plan and migration

Moving from decision to implementation

  • Write a tagging plan for key events
  • Organise the testing and validation of measurements
  • Prepare the transfer and retention of historical data
  • Train users on the new reports

Who is it for

Digital marketing managers · acquisition managers · web project managers and data referents involved in selecting or replacing a measurement tool.

Prerequisites

Regularly consult or produce website audience reports.

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.