GA4 Training

GA4 isn’t built for the way most people learn it. Let’s fix that.

If you’ve sat through a "GA4 fundamentals" course and come out more confused than when you went in, it isn’t your fault. Most GA4 training is a tour of the interface, every menu, every report, every setting, without ever quite explaining what you’d actually use any of it for.

I run training that starts from the questions you’re trying to answer and works backwards: what does the report need to show, what events need to fire, what configuration makes it possible. By the end you can navigate GA4 fluently, but more importantly, you can use it.

What I cover.

Training adapts to your team’s actual level and the questions you need GA4 to answer. Typically, a session or a course will cover:

    • Events vs sessions vs users - the architectural shift from Universal Analytics

    • Default, recommended and custom events: when to use which

    • Parameters, custom dimensions and custom metrics

    • The data model, explained without the jargon

    • Property and data stream configuration that’s worth knowing about

    • Internal traffic filtering, IP exclusions and sub-property setup

    • Conversion / key event configuration

    • Cross-domain measurement, the Measurement Protocol, and debug mode

    • Data retention, BigQuery export and what each setting really means

    • Standard reports vs Explorations - when to reach for each

    • Building reports that answer real questions, not just show all the data

    • Free-form, funnel, path, cohort and segment overlap explorations

    • Comparison vs segmentation - and why they’re very different things

    • How to spot when GA4 is showing you sampled or thresholded data

    • The attribution models GA4 uses now and what changed

    • Why GA4 attribution differs from Google Ads attribution

    • Why your GA4 conversions don’t match your CRM - and what to do about it

    • Looker Studio basics for sharing reports outside GA4

    • The "(direct) / (none)" mystery

    • Source / medium overrides

    • Funny session counts after iOS or Safari updates

    • "Why is this page being attributed wrong?" debugging

    • Realtime vs DebugView vs standard reports - three different views of the same data

How I run training.

Three formats - pick whichever fits how your team actually learns.

1:1 coaching

For solo marketers, founders or specialists who want to skill up without burning a day on a workshop. Typically a series of shorter sessions, working through your actual GA4 account so you’re learning against your own data - not a sandbox.

Inquire

Team workshops

Half-day or full-day sessions for marketing teams, delivered remotely or on-site. Built around your account and your business. Pre-work sent ahead, the session run live, then a recording and follow-up materials so people can revisit anything they didn’t fully land in the room.

Agency training

For agencies who want their account managers, strategists or media buyers to talk credibly about GA4 with clients. Usually a mix of live sessions and Q&A blocks, scheduled around your team’s calendar and delivered in cohorts if you’d like.

Shorter focused courses.

If you don’t need a full GA4 deep-dive, just a sharp, focused hour on one specific topic, there’s a shorter option. One hour, live, recorded for you to keep, on a single subject. Run as 1:1 or for a small team.

UTM Course - 1 hour

Stop arguing about source and medium in 60 minutes. A complete UTM strategy: the framework, naming conventions, what to track and what to ignore, the common mistakes (utm_source vs utm_medium confusion, campaign sprawl, link spreadsheet chaos), and how to enforce consistency across your team or your clients.

GTM Course - 1 hour

The mental model of Google Tag Manager: tags, triggers, variables, the dataLayer, consent and debugging. Aimed at marketers who want to brief and review their developer or agency confidently — or take ownership of smaller changes themselves without breaking anything.

Platform-specific courses - 1 hour

On request, I’ll run focused sessions on specific platforms — LinkedIn Ads conversion tracking, Meta Pixel and CAPI setup, TikTok Events API, Microsoft Advertising UET, Google Ads Enhanced Conversions, or whatever your team is wrestling with. Tell me what you need and I’ll build the session around it.

Who it’s for.

  • In-house marketers who’ve inherited GA4 and don’t fully trust their numbers

  • Agency teams who need to talk credibly about GA4 with clients

  • Founders or directors who want to read their own dashboards confidently

  • Freelancers and consultants who want to add GA4 to their service line

  • Anyone who’s done a free Google course and somehow come out worse off

What you’ll leave with.

  • A working mental model of GA4 - the architecture, not just the interface

  • The confidence to brief or review work being done in your account

  • A reference deck and recording where applicable

  • Specific recommendations for your own account, not generic advice

  • A clear next step - whether that’s a setup project, an audit, or simply trusting your own numbers

What it costs.

Pricing is flexible because every engagement is different - a one-hour session isn't a half-day workshop, in-person delivery isn't the same as remote, and a single learner isn't the same as a team of fifteen. The figures below are the indicative range.

1-hour sessions - £100

Flat rate. Covers the UTM course, GTM course, and any platform-specific 1-hour course. Delivered live, recorded for you to keep.

Half-day workshops - from £350

Up to four hours, remote or in-person (travel costs additional for in-person outside the UK). Tailored to your team's level, your account, and the questions you need answered. Pre-work and follow-up materials included.

Full-day workshops - from £500

Up to eight hours including breaks, remote or in-person (travel costs additional for in-person outside the UK). Built around your team's stack, your actual GA4 property, with pre-session materials and a recording.

Bespoke engagements

Multi-session 1:1 coaching, agency cohorts and repeat workshops are quoted on the specifics. Tell me what your team needs and I'll come back with a firm fee.

Tell me what your team needs.

Tell me the level your team is at, what they’re trying to do with GA4, and any deadlines. I’ll come back with a format and a fee that actually fits.