Webinar RecordingModern Web Analytics Stack: Which Tools Should a Marketing Department Choose
We'll talk about the current tools in the analytics stack and the reasons why the capabilities of the GA4 interface are no longer sufficient for quality analytics. In practice, we'll break down methods for building an end-to-end data collection system that combines cloud data warehouses, server-side containers, and CRM systems.
Who want to go beyond the standard limitations of GA4 and learn how to stitch together raw data from different sources without loss.
Who want to understand the advantages and disadvantages of Server-Side GTM, cloud data warehouses, and data transformation tools.
Who are looking for ready-made architectural solutions for setting up end-to-end analytics.
FOR MARKETERS
Who want to find out why a company loses data due to browser restrictions and ad-blockers, and how to fix this.
Who want to effectively manage their marketing budget based on a complete picture of spend and actual payments from the CRM.
Who are looking for the optimal set of tools to automate and increase the effectiveness of advertising campaigns.
FOR BUSINESS OWNERS
Who want to build a transparent system for monitoring advertising effectiveness with no blind spots.
Who want to scale their business based on accurate financial metrics from end-to-end analytics.
Who are looking for a strategy to combine traffic spend and financial results in a single analytics window.
programs
Webinar Syllabus
PART 1. ANALYTICS FOR ANALYTICS
What we will talk about
Browser restrictions on cookies, ad blockers, and legal tracking limitations.
The extent of data loss in GA4 and an analysis of modern alternative marketing and product systems.
What You Will Achieve
You'll learn about the main factors causing companies to lose up to 20% of their marketing information, and you'll find out what alternative analytics tools exist on the market.
What we will talk about
Features of using Google BigQuery and a comparison with other similar solutions.
The advantages of collecting raw data.
What You Will Achieve
You'll understand why BigQuery is currently one of the best solutions for marketing analytics: you'll learn about its key advantages for marketing and the importance of scaling analytics without direct dependence on the IT department.
What we will talk about
Methods for transferring data using BigQuery Data Transfer Service and Google Datastream.
Using third-party connectors and data transformation platforms (dbt, Dataform).
What Customer Data Platforms (CDP) are and when they can be useful.
What You Will Achieve
You'll get a clear understanding of the tools for automated data transfer from databases, CRM systems, and ad accounts into a single storage using modern ETL and CDC technologies.
PART 2. ANALYTICS FOR ADVERTISING
What we will talk about
Methods for sending data from BigQuery to ad accounts for optimization.
The advantages of using server-side Tag Manager (Server-Side GTM) and working with Google Tag Gateway.
Technical advantages, hidden drawbacks, and the real cost of server-side tracking.
What You Will Achieve
You'll learn the operating principles of the Google Tag Manager server-side container and methods for securely sending conversions to ad accounts (we'll cover both sending from the website and sending from the CRM).
PART 3. ADDITIONAL TOOLS IN THE MODERN STACK
What we will talk about
Tools for configuring user consent (Consent Management Platform) and systems for analyzing user experience (UX/Heatmaps)
Platforms for conducting A/B testing and applying modern AI agents.
What You Will Achieve
You'll learn about additional elements of the modern analytics stack that help address tasks related to legal compliance, conversion optimization, and rapid testing of marketing hypotheses.
PART 4. PRACTICE: BREAKING DOWN A REAL CASE
What we will talk about
An analysis of the current situation on the project — a custom-built CRM with no integrations, fragmented data, and chaos in call attribution.
Decisions on tool selection: when data collection genuinely requires a complex server-side GTM setup, and when Google Tag Gateway will work much more effectively.
A breakdown of technical nuances: how to correctly configure the most effective user identification.
How to build a system of automated reports: in which cases it's better to choose BI platforms, and when a flexible AI agent is preferable.
What You Will Achieve
You'll see in practice how an end-to-end analytics system is built step by step for a real and complex business situation. You'll understand how to think through the process of designing a data architecture so as not to create unnecessary technical "workarounds." You'll learn exactly what needs to be taken into account at each stage.
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