Google Analytics for education

Understand what is working in your student recruitment, instead of guessing.

“The course helped us understand what we can measure, how to do it and to identify quick wins.”

Noortje de Kort, International marketing & recruitment, Avans University of Applied Sciences, Netherlands

Web analytics tools like GA4 hold crucial information on what works well on your website and where the bottlenecks are.

Pinpointing bottlenecks and removing them is one of the most sure-fire ways to get better results from your marketing efforts and spend.

Yet, GA4 is so complex that many education marketing teams hardly use it to support decisions. Important goals are not tracked and GA4 is hardly accessed. A huge missed opportunity.

This live course is designed to help you use Google Analytics 4 in a practical way. You’ll learn what to measure, how to measure it, and (most importantly!) how to translate insights into targeted actions that improve website conversion.

The course is designed to help you and your team:

Adopt a data-driven approach to your marketing efforts
Clean up Google Analytics 4 so it reflects your student journey.
Read reports with confidence and identify quick wins and real issues.

The course is extremely hands-on. We will work inside your own GA4 view. You will walk away not just with a better understanding of the tool, but with a list of actions that are going to improve your marketing effectiveness.

This course is designed for...

Education marketers and recruiters who want to use Google Analytics 4 to support student recruitment.
Marketing and recruitment teams who want to build a shared, data driven approach to online marketing.
Managers who need to defend budgets, want to base decisions on more than gut feeling and want to be a better conversation partner to external suppliers.

What you'll learn in this course

The course gives you a structured path through all important aspects of using Google Analytics 4 for student recruitment.

The role of Google Analytics in your wider recruitment strategy.
How to translate your student journey into measurable events and goals.
Tracking meaningful actions on your website and from which campaign sources they originated.
Reading key GA4 reports to understand how pages, campaigns and channels perform.
Identifying quick wins in content, funnels and campaigns using simple reports.
Communicate about Google Analytics results, both internally and with external partners, in a way that fosters data-driven collaboration

Throughout the course, you work live inside your school’s Google Analytics setup, so you get familiar with the interface and leave with concrete improvements and a better understanding of how to put Google Analytics to work in your context.

Choose the format that fits you

You can follow this course as an individual, or use it to upskill your whole team. Pick the format that matches your needs and budget.

1-on-1 analytics training

€ 1,000 / person

Two half-day 1-on-1 sessions with Guus, live online.
“Quick Check” review of your current Google Analytics setup before the first session.
Hands-on work in your own GA4 property during the sessions.
Final 30-minute follow-up session about 3 months later to review progress and next steps.
You will receive a certificate upon completion
Ideal for educational marketers and entrepreneurs who to become more data driven.

Full-day Online team workshop

€ 2,500 / team (max 10)

Live online workshop for your team in MS Teams or Zoom (2 half days).
Full focus on your own GA4 property, student journey and marketing priorities.
Mix of short explanations, live demos and exercises in your own accounts.
Workshop output: a practical measurement plan and a list of quick wins.
All participants will receive a certificate upon completion.
Ideal for building a shared, cross-functional understanding of what to measure and how to use the data.

Full-day in-person team workshop

€ Price on request

Full-day workshop at your campus or a location of your choice.
Tailored agenda built around your goals and current Google Analytics setup.
Space for hands-on exercises using your own accounts, dashboards and reports.
Follow-up summary and checklists so your team can keep using what they learned.
All participants will receive a certificate upon completion.
Suitable for Erasmus+ staff weeks and marketing away days, or if you prefer to learn in person.

What past participants say

Noortje de Kort

International marketing & recruitment – Avans University of Applied Sciences, Netherlands

“During the course, we had a tailored look into our online activities with an experienced online marketeer specialized in online marketing for the higher education sector.

The course helped us understand what we can measure, how to do it and to identify quick wins.

The practice within Google Analytics itself, getting familiar with the different things and setups was most useful for me.”

Shen Li

International marketing & recruitment – Avans University of Applied Sciences, Netherlands

“The training is very tailored to marketing staff at higher education institutions.

The step-by-step learning by doing to set up the goals for conversion was very useful, and helped me understand where to look for what type of information to understand the data as well.

It can be somewhat confusing to look at data in GA without sufficient knowledge and a clear vision of what to look at. This fundamental course explained the basic and practical functions of GA to make a kick start.”

Is this course right for you?

This course is right for you, if:

You work in the education sector and want to use Google Analytics 4 to know what works and what doesn’t in your online student recruitment efforts.
You need to understand tracking, goals and reports, even if you are not a full-time data specialist.
Your current analytics setup exists, but people do not really trust or use the numbers.
You want to become more confident in answering simple questions like “Which campaigns work?” and “Where do we lose prospective students on the site?”

It is probably not the best fit if:

You do not work in the education sector.
You are looking for a highly technical deep dive into every GA4 feature, Google Tag Manager and BigQuery.
You are planning a team training, but only one or two team members ever look at analytics. In that case, the course “Effective online marketing for education” may be a better starting point.
You only want a short keynote about analytics rather than a practical course.

Guus Goorts delivering an online workshop on his laptop

Practical questions (FAQ)

How much time should we plan for the live course?

The live online course takes place over two half days (4 training hours each), ideally spaced apart about 2 weeks, so that we can observe the effects of changes made in the first session during the second session. The in-person course is typically conducted on a single full day, though we can adjust this to your preferences.

What level of experience do I need?

This course is suitable for online marketers, recruiters and managers who work in student recruitment and want to use analytics to support decisions. You can sign up with no prior knowledge at all, but it can be just as useful if you’re already using Google Analytics at a fairly high level but still feel you’re running into walls at times.

Since the course is delivered live, we will pick a pace that suits the participants’ prior knowledge.

Can several people from my institution join?

Yes. The team formats are designed for groups. For 1-on-1 training, you can sometimes include a second person if you work closely together; we can discuss this during the intake.

How does the 1-on-1 session work?

To sign up, schedule a short intake with me to understand your goals and current setup. During this conversation, we will schedule the sessions and decide where to focus, so the live time is spent on what matters most to you.

How do the team workshops work?

Before the workshop, we schedule a short call to discuss your goals, audience and current GA4 setup. Based on that, we design a workshop agenda and exercises that fit your team. On the day itself, bring your laptops. Where possible, we work with your real data so you can directly put the output into practice.

Can we pay by invoice rather than paying online?

Yes, in two ways. If you are using the online check-out, you can choose to pay by bank transfer. Fill out the details and you will receive an invoice by email. For team programmes, simply contact me. I will prepare a full invoice for you once we confirm the requirements.

Ready to make better decisions with your data?

Whether you want to upskill yourself or align your whole team, this live course gives you a clear, practical framework for using Google Analytics 4 in higher education.