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Description

Google Analytics 4: Configuring Conversions, Segmenting and Using Reports

Move beyond standard GA4 reports to measure what genuinely matters to your business

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

The move to Google Analytics 4 has left many teams with a property that collects data without answering the questions being asked. The event-based model unsettles those used to reading sessions and page views. Prebuilt reports remain descriptive and discrepancies with advertising platforms fuel mistrust.

These two days pick up the configuration exactly where it stalls. Participants structure a tagging plan aligned with their commercial objectives, then configure their key events. They go on to build explorations that answer a genuine business question and present their conclusions in a dashboard that can actually be used.

Learning objectives

  • Structure an event-based tagging plan aligned with company objectives
  • Configure key events and conversions in the administration interface
  • Build custom explorations answering a precise business question
  • Analyse acquisition journeys and conversion drop-off points
  • Present results in a dashboard shared with the wider team

What makes this programme different

Each participant works on a demonstration property fed by real traffic
A complete tagging plan is produced during the session and taken away at the end
Explorations built in the workshops are exported and reusable back at work

Programme

1The Event-Based Data Model

Understanding what GA4 actually records

  • Automatic, recommended and custom events
  • The role of parameters and custom dimensions
  • User identification and the scope of sessions
  • Collection limits to know before designing a plan

2Conversion Configuration

Capturing the actions that matter

  • Creating key events from interactions on the site
  • Configuring conversions and their associated values
  • Tracking purchase steps on an online store
  • Checking collection with the debugging tool

3Explorations and Segmentation

Going beyond prebuilt reports

  • Choosing the exploration type according to the question asked
  • Building segments combining conditions and sequences
  • Funnel and path analysis
  • Comparing cohorts over a defined period

4Attribution and Reporting

Turning data into decisions

  • Available attribution models and their effect on how channels are read
  • Reconciliation with data from advertising platforms
  • Building a decision-oriented dashboard
  • The effect of consent collection on measured volumes

Who is it for

Digital marketing officers, e-commerce managers, webmasters and analysts already working with a Google Analytics 4 property.

Prerequisites

Use Google Analytics 4 on a regular basis and be able to read an acquisition report.

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.