Building on Janet’s first module on cross-channel analytics and customer journeys, this session takes GA4 a step further—showing you how to prove marketing ROI; harness GA4’s predictive machine learning; and delivering executive-ready reporting. 

As part of the Masterclass, Janet provides multiple templates to help you streamline your tracking, including:

• Executive Looker Studio Dashboard Template: A plug-and-play Looker Studio template pre-configured to display high-level ROI; cross-channel performance; and conversion trends directly from a GA4 data source. Even if you don't use Looker Studio in your organization, you can access the template to recreate in your own dashboard reporting tool.
• Attribution Model Comparison Sheet: A calculation template to plot GA4 data-driven attribution metrics side-by-side with first-touch and last-touch models, helping justify top-of-funnel ad spend. This sheet is paired with ChatGPT and Gemini to help you decide which model is likely best for your organization.
• GA4 Strategic Measurement Framework: A structured table template that maps macro business goals to micro KPIs, target GA4 custom events, and specific event parameters.
• Predictive Audience Recipes: A quick-reference cheat sheet for setting up GA4 AI-powered segments (e.g., Top 28-day Predicted Purchasers or Likely 7-day Churners) to feed back into Google Ads.

After this Masterclass, you’ll be able to:

• Evaluate data-driven attribution models against legacy rules to better demonstrate top-of-funnel ad spend and mid-funnel nurturing efforts.                                                             
• Use GA4’s predictive metrics, including purchase and churn probability, to better understand customer behavior and address gaps in your data.
• Design dynamic Looker Studio dashboards that translate complex GA4 event parameters into clear financial and strategic KPIs for stakeholders. If your organization uses a different dashboarding tool, you can apply the techniques shared to your own reporting tools.