How to use GA4 to Measure PR – On-demand version

If you’re tired of being asked to “show the ROI” of PR, you need to join us for our GA4 Course for communications professionals. For years, digital marketers have used Google Analytics to showcase the ROI of their campaigns, while earned media was the undervalued, underfunded and unmeasurable stepsister to marketing. But Google Analytics 4 (GA4)  has changed all that. 
GA4 is designed to demonstrate the impact of any type of program, be it earned, owned or paid. With AI-powered insights, the new Google Analytics empowers you to optimize your strategies and drive tangible results. Which is why we created this course to help communications professionals unlock the potential of GA4 and show the value of PR and earned media.

The course is offered in four lessons that will walk you through how to set up GA4, how to customize it to show the value of your specific programs, and how to take advantage of AI to find insights in your data. Here’s what it includes:

What’s in it for me?

By the end of this course, you will know how to:

  • Establish a direct link between your earned media (social or traditional) and tangible results.
  • Create custom attribution models to demonstrate your value to senior leadership.
  • Show monetary contribution to marketing & sales efforts
  • Accurately reflect PR’s contribution to desired impact
  • Quickly get insights into how to improve my program
  • Tag all your PR and Comms content to accurately evaluate individual campaign performance.
  • Translate your existing metrics into GA4’s events and goals framework.
  • Harness the power of GA4’s AI-driven insights to enhance your reporting.
  • Tailor GA4 to suit the specific needs of your business or industry.

Who should attend?

Anyone who needs to prove the value of earned media, social media, or communications programs. 

Course Contents

  • Lesson 1: How to set up GA4 to get the data you need
  • Lesson 2: Setting up custom events and conversions to demonstrate your connection to the bottom line
  • Lesson 3: Setting up a “PR” audience to track the behavior of the people PR brings to your site
  • Lesson 4: Setting up your conversion models and using AI to find insights

Who are the instructors?

Greg Jarboe is President & co-founder of SEO-PR, an award-winning content marketing agency. He is the author of YouTube and Video Marketing: An Hour a Day and a contributor to The Art of SEO, Strategic Digital Marketing, Enchantment, and Complete B2B Online Marketing, Executive Education Instructor at Rutgers Business School, Content Marketing Faculty at Market Motive, Editor of The Knowledge Transfer Blog, Contributor to ReelSEO, ClickZ & The SEM Post, Senior Fellow at The Society for New Communications Research & Frequent Conference Speaker, One of 25 successful online marketing gurus in M. Miller’s Online Marketing Heroes.

Katie Delahaye Paine, aka The Measurement Queen (@queenofmetrics), has been a pioneer in the field of communications research and measurement for more than three decades. She was honored with the IPR’s Jack Felton Medal for Lifetime Achievement, and has also been a leading promoter of standards and contributed to the creation of the Barcelona Principles and the first standards of measurement for social media. She founded three measurement companies, The Delahaye Group (now Cision) and KDPaine & Partners Inc. (now Carma) Her latest venture, Paine Publishing designs and develops measurement programs as well as teaches measurement courses.

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