GA4 Level-Up: A Hands-On Analytics Workshop for Marketers
Are you getting the most from your Google Analytics? Is your account set up properly? Do you know which of your marketing activities have the most impact?
In this three-hour bootcamp, our expert speaker will show you how to maximize the value of your GA4 account. We’ll take you step-by-step through setup and go into the deeper analysis where the real value is hiding.
Plus we’ll go a bit deeper and introduce you to new features and methods in how GA4 explorations show the top paths to action.
You’re just a few short hours away from finding the nuggets that will make you a better marketer. Be prepared to level-up your digital marketing expertise. The truth is waiting to be discovered in your Analytics.
Online | June 2, 2026 | 12:30 p.m. – 4:00 p.m. Central Time (includes 30 min break)
Key Takeaways
- How GA4 collects data and its accuracy
- Navigating the UX: The two reports and two features you’ll use 80% of the time
- Campaign tracking basics (UTMs that don’t break reports)
- Engagement indicators that correlate with performance
- Measuring traffic sources and campaigns beyond the click
Get 10% off pricing by purchasing 3 or more tickets for your group or team!
Users will be assigned once the purchase is complete.
Are you an AMA Professional Certified Marketer®️? This training is worth 3 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
AMA Members Get the Best Pricing
Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
AMA Event Policies
All sessions are listed in Central Time
Introduction: How GA4 Actually Works
An overview of what and how GA4 tracks website visitors.
- How GA4 collects data and its accuracy (javascript/cookies, events, parameters, sessions)
- GA4 jargon: users, sessions, engagement, dimensions, metrics, etc.
- Navigating the UX: The two reports and two features you’ll use 80% of the time
Setup That Matters (and What to Ignore)
Let’s take a quick tour of the admin section and confirm that we’re tracking everything we can.
- The ONE most important setup check (key events / conversions)
- URL-based event creation (no code)
- Campaign tracking basics (UTMs that don’t break reports)
- Adding users and basic property hygiene
- Quick intro to Google Tag Manager (what it’s for, when you need it)
Content Performance & the 90/10 Reality
Some content drives huge performance. Other content? Not so much. Analytics will show you the difference.
- Identifying the top URLs that drive most traffic and conversions
- Which articles perform best by source (search, email, social)
- Engagement indicators that correlate with performance
30 minute Break
Campaign & Conversion Analysis
Connect marketing activity to outcomes.
- Measuring traffic sources and campaigns beyond the click
- Landing page performance by traffic source
- Which email campaigns support lead generation goals
Next Level Analysis: GA4 Explorations (but just the useful stuff)
Some things can only be measured with explorations. For other things, a quick custom report will save time and expose insights quickly.
- GA4 Explorations vs. standard reports
- Custom tables for content and campaigns
- Path exploration to see what people do next (What do people click in the main navigation? What paths lead to conversion?)
Andy Crestodina
Cofounder / CMO of Orbit MediaAndy Crestodina is the co-founder and CMO of Orbit Media, an award-winning 50-person digital agency in Chicago. Over the past 24 years, Andy has provided digital marketing advice to 1000+ businesses.
Andy has written 600+ articles on content strategy, SEO, GA4, AI and visitor psychology. These articles reach more than three million marketers each year. He’s also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.
Who Should Attend?
- Marketers with performance goals: email marketing, SEO, paid media, social, etc.
- Marketers responsible for reporting
- Especially relevant to (but not exclusively for) B2B marketers with content marketing programs
- Agencies and brands, early career and senior leaders, anyone who needs insights from their data
Pre-requisites
- Access to a GA4 account
- Access to a paid AI account (optional)
What’s Included?
- 3 hours of live instruction starting at 12:30 p.m. CT (includes 30 min rest break)
- Interactive Q&A
- Tips and best practices
- Access to recording and resources for three months