About Session

In this session you will learn how Google Analytics 4 (GA4) can become a game-changer for your marketing strategy—whether you focus on SEO, content, social media, or paid campaigns. Gemma will guide you through the essential features of GA4, showcasing practical insights on how to track customer behavior across platforms, optimize campaigns, analyze user interactions and boost your ROI. No prior experience with GA4 is required as we break down concepts like event tracking, audience segmentation, and cross-channel performance analysis.

For SEO professionals, this session will cover how GA4’s enhanced metrics, such as engagement rate and user retention, can support the optimization of organic content strategies by providing deeper insights into audience preferences. Content marketers will learn how to measure content performance more effectively, leveraging metrics like scroll depth and content engagement to refine messaging and formats. Social media managers will discover ways to measure the true impact of their campaigns, utilizing custom events and funnel visualization to understand the complete customer journey. Additionally, we’ll dive into paid campaigns, covering advanced attribution models that allow you to assess ad performance with greater accuracy, ensuring you allocate your budget where it matters most.

Gemma will conclude the session with actionable tips for creating GA4 reports tailored to your marketing goals, so you leave ready to apply data-driven decisions to your SEO, content, social media, and paid campaigns immediately.