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Description

Google Analytics 4 (GA4): Configure, Analyse and Optimise Your Website

Move from raw GA4 figures to concrete decisions on your website and campaigns

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

Many organisations have migrated to Google Analytics 4 without revisiting their measurement plan. Reports display users and sessions but no one can say which pages actually move the visitor forward or which source brings in worthwhile leads. Optimisation decisions are then made on intuition.

Two days to master GA4 from configuration onwards: structuring the property, defining events and expected conversions, reading standard reports, then building your own explorations. Each participant works on a demonstration account and leaves with a measurement plan tailored to their own website.

Learning objectives

  • Configure a GA4 property and its data stream
  • Define a measurement plan aligned with website objectives
  • Set up events and designate the conversions to be tracked
  • Interpret acquisition, engagement and monetisation reports
  • Build a custom exploration to answer a specific question
  • Present findings in a decision-oriented report

What makes this programme different

The measurement plan is built on each participant's live website
All hands-on work takes place in a GA4 account populated with demonstration data
Differences in interpretation compared with legacy measurement benchmarks are explained and resolved

Programme

1Data Model and Configuration

Understand before you configure

  • The event-based logic of GA4
  • Creating the property and the data stream
  • Collection settings and data retention periods
  • Internal data filters and exclusions
  • Understanding users and sessions

2Measurement Plan, Events and Conversions

Measure what genuinely matters

  • Translating business objectives into indicators
  • Automatically collected events and custom events
  • Event parameters and custom dimensions
  • Designating conversions
  • Verifying collection in real time

3Reading the Standard Reports

Answering the everyday questions

  • Acquisition reports and traffic sources
  • Page and screen engagement
  • User journeys and retention
  • Monetisation reports and transaction tracking
  • Comparisons across segments and time periods

4Explorations and Reporting

Building your own analyses

  • Free-form exploration and cross-tab tables
  • Conversion funnel analysis
  • Path and cohort exploration
  • Audiences and their use in campaigns
  • Building an analysis report for senior management

Who is it for

Digital marketing managers, communication officers, webmasters and managers of small organisations.

Prerequisites

Working with a website whose activity you monitor.

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.