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Module 6

Analytics & Insights

Digital Marketing & AI Launchpad

Phase 3: Data & Retention

Duration: 1 hour

Learning Objectives

  • ✅ Distinguish vanity vs. sanity metrics
  • ✅ Understand GA4 concepts
  • ✅ Navigate GA4 interface
  • ✅ Create basic reports
  • ✅ Use AI for data analysis

Why Analytics Matter

Without Data

  • "I think this works"
  • "Let's try this"
  • "My gut says..."

With Data

  • "This drove 150 leads"
  • "Mobile converts 2x"
  • "Tuesday gets 40% more"
Analytics Cycle

The Analytics Cycle

📊 MEASURE
what matters
🔍 ANALYZE
patterns
🎯 ACT
on insights
🔄 REPEAT
continuously
Vanity vs Sanity Metrics

Vanity vs. Sanity Metrics

😎 Vanity

  • Look impressive
  • Feel good
  • Hard to act on

🧠 Sanity

  • Drive decisions
  • Measure progress
  • Actionable

Examples

Vanity → Sanity
Page views → Pages/session
Followers → Engagement rate
List size → Open/click rate
Total traffic → Conversion rate

What is GA4?

Google's latest analytics platform

  • Cross-platform tracking
  • Event-based measurement
  • Privacy-first approach
  • AI-powered insights

Key GA4 Concepts

Concept Definition
User Unique visitor
Session Visit to your site
Event Any interaction
Conversion Goal completion
Engaged Session 10+ sec OR 2+ pages

Sessions vs. Users

User A visits twice → 1 User, 2 Sessions
User B visits once → 1 User, 1 Session

Total: 2 Users, 3 Sessions

Everything is an Event

  • page_view - Views a page
  • scroll - Scrolls 90%+
  • click - Clicks a link
  • purchase - Completes purchase
  • custom_event - Anything you define
GA4 Dashboard

GA4 Dashboard

🏠 HOME - Overview metrics
📊 REPORTS - Acquisition, Engagement, Users
🔬 EXPLORE - Custom analysis
📢 ADVERTISING - Campaign performance
⚙️ CONFIGURE - Events, conversions

Key Reports

Report Use For
Traffic acquisition Channel performance
Pages and screens Content strategy
Landing page Page optimization
Conversions ROI tracking
Traffic Metrics

Traffic Metrics

Metric Good Benchmark
Avg. session duration 2+ minutes
Bounce rate Under 60%
Pages/session 2+ pages
Engagement rate Higher = better

🤖 AI Data Analysis

Analyze this website data:

Users: 1,500 (+20%)
Sessions: 2,100
Bounce Rate: 65%
Conversion Rate: 3%

Please:

1. Identify top 3 trends
2. Highlight concerns
3. Suggest 3 improvements

Setting Up GA4

  1. Create GA4 property
  2. Add Web data stream
  3. Copy Measurement ID (G-XXXXX)
  4. Install tracking code
  5. Verify in real-time report

Hands-on Activity

"The Dashboard" - 45 minutes

  1. GA4 Setup (15 min)
    Create property or use Demo Account
  2. Explore Reports (15 min)
    Traffic, pages, demographics
  3. AI Analysis (15 min)
    Export data, get insights

Deliverables

  • ☐ GA4 property configured
  • ☐ Real-time report screenshot
  • ☐ Exported report (CSV)
  • ☐ AI-generated analysis
  • ☐ Weekly template filled out

Key Takeaways

  1. Sanity > Vanity - Measure what matters
  2. GA4 is event-based - Everything is an event
  3. Sessions ≠ Users - Know the difference
  4. Reports tell stories - Make decisions
  5. AI accelerates analysis - Feed data, get insights

Next Module

Email Marketing & Automation

"Owned" audience and retention