Digital Marketing - Study Notes:
Google Analytics
For the purpose of this course, we’ll be using Google Analytics 4, or GA4, as our main tool for digital marketing analytics. Sign up to use GA4 through a number of different websites, including the ones listed here:
- google.com/analytics/
- analytics.google.com
Account set up
To access Google Analytics 4, you need to have an email attached to a Google account, such as Gmail or a Google Workspace email address.
Ideally you should use the same email address as you use to log into Google Ads, Google Search Console, Merchant Center, YouTube, and any other Google services you use. Doing this will simplify the login and account linking processes for all your Google tools.
You then need to add your account information to set up your Google Analytics 4 account. This included your domain name, time zone, data sharing settings, and so on.
Next, make sure that you read and understand the Google Terms of Service. Bear in mind that accepting these terms means you must adhere to them when using Google Analytics 4.
Demo account
GA4 also provides a demo account, which you can use to get familiar with GA4. You can use this account to start to practice even without a website of your own.
When you sign up or log in to Google Analytics, simply click this link to add the GA4 demo account to your Google Analytics 4 account list:
- analytics.google.com/analytics/web/demoAccount
Cathal Melinn
Cathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.
Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimization. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.
Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue-generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.
Over his career, Cathal has worked client-side too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.
He can be reached on LinkedIn here.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
