Analytics, data and CRO

GA4, Looker Studio and conversion rate optimisation

Measure correctly, build useful dashboards and improve the conversion rate of your pages.

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Level
Intermediate
Indicative duration
14 h
Format
Online · On-site
Language
French
Price
On quotation

Learning objectives

  • Audit a GA4 property and fix the settings that distort measurement.
  • Define a tracking plan and key events aligned with business goals.
  • Build a Looker Studio dashboard from GA4 and Search Console.
  • Analyse a conversion journey using explorations and funnels.
  • Run a structured CRO process, from hypothesis to measured result.

By the end of this course, you will be able to check and fix your Google Analytics 4 configuration, define your key events, build a readable Looker Studio dashboard and run a structured conversion rate optimisation (CRO) process.

We start with data quality: a dashboard is only as good as the data behind it. You learn to check the essential GA4 settings (key events, Consent Mode, data retention, internal traffic filters, Search Console and Google Ads links, cross-domain tracking) and to set up lasting UTM conventions.

The second part covers analysis and action: GA4 explorations, funnels and segments, followed by the CRO method (observation, hypotheses, prioritisation, testing and measurement). We stress the usual traps: samples that are too small, conclusions drawn too early and poorly defined metrics.

Who it is for

  • Marketing managers and junior web analysts.
  • E-commerce site managers.
  • Digital project managers.
  • Marketing consultants who want more reliable analyses.

Prerequisites

  • Read access, ideally edit access, to a GA4 property (a demo property can be used).
  • Comfortable with spreadsheets.
  • Basic digital marketing knowledge.

Skills you will gain

  • GA4 setup and audit
  • Tracking plan
  • Google Tag Manager (basics)
  • Looker Studio
  • Funnel analysis
  • CRO method and prioritisation
  • Critical reading of data

Programme

  1. Measurement fundamentals

    2 h
    • GA4 data model: events and parameters
    • Automatically collected events, enhanced measurement, custom events
    • Tracking plan: from goal to event
    • Google Tag Manager basics

  2. Essential GA4 settings

    3 h
    • Key events and import into Google Ads
    • Consent Mode: principles and checks
    • Data retention, internal traffic, unwanted referrals
    • Search Console and Google Ads links, cross-domain tracking, UTM conventions

  3. Analysis in GA4

    3 h
    • Standard and custom reports
    • Explorations: free form, funnel, path
    • Segments and comparisons
    • Avoiding common misinterpretations

  4. Dashboards with Looker Studio

    3 h
    • Connecting GA4, Search Console and a spreadsheet
    • Choosing metrics and visualisations
    • Filters, date controls and sharing
    • Readability best practices

  5. Conversion rate optimisation

    3 h
    • Observing: data, session recordings, customer feedback
    • Writing and prioritising hypotheses
    • A/B tests: validity conditions and alternatives for low traffic
    • Optimisation plan and follow-up

Exercises and projects

  • Audit a GA4 property with a checklist and write up the fixes needed.
  • Write the tracking plan for a services website or an online shop.
  • Build a one-page Looker Studio dashboard combining GA4 and Search Console.
  • Analyse a conversion funnel and propose three prioritised improvement hypotheses.

Upcoming sessions

No public session is scheduled yet. Leave a request: we will let you know as soon as a date is set, or organise a session for your team.

How to enrol

How to enrol

  1. Fill in the enrolment request form on this page (name, email, phone, current role and expectations).
  2. We reply by email to check that the course matches your level and to share practical details.
  3. Scheduled sessions are announced on this page as soon as they are planned; if no date is shown, your request is recorded and you will be notified when the next session opens.
  4. Your enrolment is final once confirmed in writing by email.

Companies: to enrol several employees or arrange a dedicated in-house session, mention it in the form and we will send you a quote.

Request a quote

Context, goals, tools in use, timeline.