Web Analytics with GA4

Web Analytics with GA4 The two-day seminar for everyone who wants to know what really happens in the shop: you learn to set up Google Analytics 4 properly, to read the numbers correctly and to turn a report into a decision. By the end you can prove which measure worked — and which only looked good.

Web Analytics with GA4 at a glance

• Format: 2 days on site + self-learning track
• Level: basic to advanced
• Participants: max. 16 people
• Language: German (English on request)
• Certificate: AEI certificate of attendance
• Investment: €490.00 plus VAT

Most shops have analytics installed and do not use it. It is set up once, a dashboard is built, and afterwards nobody looks in, because the numbers do not match what is happening in the business. Sessions, bounce rate, page views: plenty of movement, little insight.

The real reason is rarely the tool. It is the missing question. Whoever looks into a report without a question will always find something that looks like a problem — and then changes what was quickest to change, not what is costing revenue.

This seminar reverses the order: first the decision, then the metric. You set up GA4 so that the events fit your business questions, you check data quality before you believe it, and you work on real evaluations from your shop. The technical setup is craft here, not an end in itself.

What you take away

• A clean GA4 structure with account, property and data stream that is still understandable in two years.
• An event and conversion model that fits your shop instead of the default template.
• A checking routine that tells you whether a number is reliable.
• Evaluations for traffic, channels and funnel that you can explain yourself.
• A procedure for turning an anomaly into a well-founded measure.

Your learning objectives

• You set up a GA4 property including its data stream completely and know what you deliberately leave out.
• You define events and conversions so that they answer a business question.
• You recognise typical data errors before you base a decision on them.
• You read reports and explorations without getting lost in detail.
• You turn a metric into a measure with a measurable expectation.

The levers at a glance

A metric without a question is decoration. “The bounce rate went up” is not an insight, it is a measurement without context. Only the question — are more of the wrong visitors arriving, or does the entry break at one point? — turns the value into information.

Conversions are a decision, not a technique. GA4 counts everything you define as an event. If you define twenty conversions you have twenty goals and none. Three to five are enough, and they must match what the business calls success.

Data quality is not a footnote. Duplicate purchases, missing parameters, consent bounces in the funnel: whoever does not know these effects reads a report that is systematically wrong — and never notices, because the number looks plausible.

The limit of analytics is the reason for experiments. Analytics shows what happened. Why it happened is not in there. Whoever knows the difference stops selling correlations as causes.

Who is this seminar for?

For people who make decisions about measures in the shop and have to justify them.

• Marketing and e-commerce leads who want to evaluate their channels.
• Shop managers who no longer just pass GA4 numbers on but understand them.
• Performance and content teams who have to prove their impact.
• Career changers who have only seen analytics as a finished dashboard.

Technical background helps but is not a requirement. The setup is explained during the seminar; anyone who has seen a tag manager before will be faster, anyone who has not will still keep up.

It is not suitable for teams looking for pure tool training to learn the interface click by click. We work on questions and decisions — the interface changes every few months anyway.

Investment and dates

Participation costs €490.00 plus VAT, including the self-learning track, materials and certificate of attendance. There are six dates per year in Berlin, Hamburg, Cologne, Munich and live online, plus an in-house variant for teams. You will find all dates in the list on this page.

For the exercises you work best with access to your own GA4 property or with the test data we provide. Both are possible; tell us before the date which one suits you.

After the seminar

You keep the materials, an event schema to fill in for your own shop and a checklist for the monthly data review. Both are built so that you can use them without further explanation.

Two weeks after the seminar you receive a short follow-up: one task to carry out on your real account and the option to look at the result with us. That is not an obligatory part but the offer not to interpret your first report alone.

For teams the seminar is available as an in-house event with your own accounts and questions. The procedure stays the same, the examples come from your shop.

Programme: 2 days

Day 1 – Web analytics fundamentals

• Why web analytics
• Understanding the basic terms
• Account, property, data stream
• Events and conversions
• Reports and explorations
• Traffic and channels

Day 2 – Evaluation

• Consent and data protection
• Securing data quality
• From number to measure
• Limits of analytics

Both days run from 09:00 to 16:15 with breaks in the morning, at midday and in the afternoon. Short self-checks sit between the blocks so you can test where you stand before moving on.

Each day has three parts: an introduction to the pattern, an exercise on your own case and a review in the group. At the end of day one you formulate one question that you want to check on your account before day two.

The seminar includes a self-learning track. It contains the patterns from both days as short units with examples and one self-check each. You can work through it before the date to clarify terms, or afterwards to repeat what stuck and what did not.

Our approach

We work on your questions, not on a sample configuration. At the start of each exercise you decide which decision you want to support with the numbers; at the end stands the measure that follows from it.

The exercises are short and repeat in variations. That is deliberate: a report does not change by watching, but by reading it repeatedly with a concrete question in mind.

We work in pairs, in small groups and in plenary, with changing partners. Every participant gets feedback on their evaluation, not just on their settings. Group level and participant count are deliberately limited: with 16 people no anonymous lecture is possible.