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Audience behaviour in Google Analytics 4 (GA4): What can businesses learn from the data and how can this be used?

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Learn how to harness the power of first-party data and user behaviour metrics on Google Analytics 4 and Google Ads.

What you’ll learn

  • Using GA4 to re-configure your business strategies
  • Understand the new metrics that GA4 can provide
  • How to make the most out of your data


The focus now isn’t so much about who (aka demographics) but more about what (aka actions or events) people do on our website that should shape our Audience Segments and how we understand their intent. That in turn influences the messaging we use on our site and Google Ads as well as optimisation implementation that improves their user journey.

In this session, Footprint Digital will explore the ways in which businesses can re-configure their strategies with the new information available to us through Google Analytics 4. As Google moves away from the AABC (Audience, Acquisition, Behaviour, Conversions) Model towards the new AEMR (Acquisitions, Engagement, Monetisation, Retention) Model and new engagement and user stickiness metrics are giving us fresh insights into how users are behaving on your website, join us to find out how you can make the most of this data.


Steve Job

Technical SEO expert, Footprint Digital

Steven Job is a Technical SEO expert with over a decade of experience in the field. He works as part of the Delivery Team at Footprint Digital, a digital marketing agency based in Colchester, Essex. Steve has worked in both in-house and agency roles, and he has extensive knowledge in areas such as Search Engine Optimisation, User Experience, Content Production, and technical fix deployment. Steve is passionate about digital accessibility and is committed to raising awareness of this area of digital marketing.

Charlie Garnham

Digital Trade Adviser, Department for Business and Trade

Charlie loves talking about website UX, international SEO, social media presence and website localisation with her clients to ensure that they get the most out of their digital assets; whether they are selling direct to consumers or trading with distributors, agents or partners overseas. From handbags to security gates, biogas converters to recruitment services, Charlie supports all types of businesses with their export journey. In her spare time, she enjoys long walks in her local area and enjoying good food in the South West.

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