Training: Getting more from your GA4 Reporting

In this session, we will focus on helping marketers by stepping through a series of familiar Google Analytics 'user stories'. We will look at a selection of questions marketers would typically turn to GA4 for answers and step through the process of answering these questions individually.

This practical session will help attendees get to grips with getting answers from the data.

For example:

• I want to know how our most recent email campaign performed
• Which are my best-performing pieces of content?
• I want to see the impact of a website migration on organic search traffic and conversions.
• How can I group content by type to better understand which topics our visitors are most interested in?
• Channel conversion performance, with and without Google's data-driven attribution.

You can ask Julian questions, and he will answer them live.

At the end of the session, you'll have the skills to use GA4 more effectively.

Session conducted by Julian Erbsloeh, Head of Analytics

Duration: Two hours

Who should attend this session?

This session is ideal for anyone trying to understand data in Google Analytics, including newbies and seasoned semi-pros. There will be something useful for everyone.

Julian Erbsloeh, Head of Analytics

In 2012, Julian joined Fresh Egg as an SEO engineer to expand his digital horizons. Within a year he moved into the analytics and insight department where he was soon promoted to a senior position. In this role, he was able to combine the knowledge gained from his business degree with his passion for measurement and performance optimisation and really make an impact on the websites he worked with. During the pandemic he felt that it was time to explore other opportunities and worked for the data consultancy Measurelab for a year where his main client was Google. He returned to Fresh Egg in September 2021 as a Strategy Director and soon floated the idea of setting up a digital marketing Academy within the agency. The first cohort of trainee web analysts joined the academy in 2023 and Julian now runs the Academy and leads our overall Data and Insight offering.