Business Growth

Making the most of Google Analytics

Organic Search

17/07/2024 9:30 am

17/07/2024 4:00 pm

Best Western Plus, Lee Wood Hotel, Buxton, SK17 6TQ

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For further information on this event, please contact: Emily Gascoyne on 07741 904395 or email


Google Analytics is a very powerful platform to gain insight into your website visitors, how they got there and what they did. This data can be used to improve your website, helping you to retain visitors and improve their conversion rate, ultimately generating more business from your website.

GA4 is very different to the old Universal Analytics that was retired in July 2023, so this workshop will help you if you’re still struggling with the changeover, or explain it all if you’re completely new to Analytics.

This workshop is designed to walk you through setting up GA4 and Tag Manager to maximise the information you can gather about your website visitors. From there, you’ll explore all the major reports available to you and learn how these can give you invaluable insights into ways to boost traffic, enquiries and sales from your website.

Designed for beginners upwards, even if you’ve never even seen GA4 or Google Analytics before, the workshop explains all the basics to leave you with a solid understanding of how to use Analytics and what you’re looking at in the reports! Understanding this data is key to identifying what works, what needs fixing and how your digital marketing efforts are performing.


Who should attend?
This workshop is for anyone who is responsible for managing a business website or for digital marketing in their company. It is aimed at beginner to intermediate users and no prior knowledge of Google Analytics is required. It is suitable whether you have a start-up or established business, even if you don’t yet have a website.

What’s covered:
• Setting up Google Tag Manager and GA4 accounts, including installation on your website and event tracking.
• Google Analytics settings to be aware of including conversions, site search and data retention.
• Understand how Google Analytics data is presented, what the metrics mean, and what is important to you.
• How to find information that is relevant to you and how it can be used to improve the effectiveness of your website.
• How to recreate some of the standard reports from Universal Analytics in GA4.
• Learn how to segment traffic sources such as paid adverts, email campaigns, and social media to determine which are most valuable.
• Understand what people are doing when they arrive on your website and use that to improve the effectiveness of your site.
• Case studies of insights from Analytics data that lead to website improvements.

What outcomes can you expect from joining us

What outcomes will be achieved?
Attending this workshop will provide delegates with:
• The best way to set up and install Google Analytics on their website.
• The knowledge to utilise the most important reports in Google Analytics.
• How to make the transition from Universal Analytics to GA4.
• Ensuring that their account is set up to measure conversions.
• How to get the best from the data available to improve their website.
• Delegates will leave with an action plan of prioritised tasks they need to complete when setting up, optimising and utilising Google Analytics.

Ian Lockwood

Ian Lockwood is an Online Marketing and Web Design Specialist, who has worked with the Chamber since 2007. He specialises in SEO, PPC, Google Analytics and conversion rate optimisation. During his 20-year career Ian has helped B2B and B2C businesses across all sectors to get the most from their online presence.

Additional Information

Workshops are open to start-up and established small to medium sized enterprises located in the following local authority areas taking part in the East Midlands Chamber’s Accelerator project:
Amber Valley; Ashfield; Bassetlaw; Broxtowe; Chesterfield; Derby; Derbyshire Dales; Erewash; Gedling; High Peak; Leicester City; Mansfield; Newark & Sherwood; North East Derbyshire; Nottingham; Rushcliffe; South Derbyshire.
(Please note: Businesses based in districts not participating in the Accelerator project (i.e. Bolsover/ Leicestershire) may attend providing they are members of East Midlands Chamber. In such instances, please contact Emily Gascoyne on 07741 904395 who will approve your booking)
The Accelerator project delivers online webinars and full-day workshops. The webinars are designed as one-hour taster sessions and the workshops as full-day training sessions which are designed to provide delegates with an actionable plan and strategy.
This project is funded by the UK Government through the UK Shared Prosperity Fund (UKSPF) and is delivered by East Midlands Chamber.

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