LAB #1 | March 29 | 1:15pm – 3:15pm

GA4 is coming, are you ready to transition to the next generation of Google Analytics?

Speaker: Jason Dodge, Founder, BlackTruck Media & Marketing

Session Overview
Google’s Universal Analytics is on its way out and being replaced by the new and improved GA4 (Google Analytics 4). In this interactive lab, Jason will dive deep into what GA4 has to offer, the similarities and differences from Universal Analytics - the implications of the transition and what steps you need to take to ensure a smooth transition. This is a must attend session for anyone interested in staying ahead of the curve in website analytics and measuring the effectiveness of your digital marketing efforts.
Primary Learning Objectives

  • In-depth understanding of the differences and similarities between Universal Analytics and GA4 - what you’ll gain and what you’ll lose.
  • Learn how to set up and configure GA4 - from creating a property to linking data streams.
  • Gain knowledge around using GA4’s new features such as enhanced measurement and the implications of machine learning powered insights.
  • Develop an easy-to-understand outlined approach for using GA4’s reporting and analysis tools to gain insights and make data-driven decisions.

Lab #2 | March 29 | 3:30pm - 5:30pm

Vertical Video Trends, Best Practices, and How To Get Started

Brian V. Matson, CTA, Senior Director of Strategy & Education, TwoSix Digital
There’s no doubt that vertical, short-form video content has taken over our feeds and drives our channel’s analytics. Without it, your social accounts are likely struggling! Reels are receiving incredible reach, TikTok continues to grow, and YouTube tries to compete with its new Shorts format. In order to keep up, you need a plan, a process, and a schtick that separates you from the crowd. Whether you’re creating content for Reels, TikToks, or YouTube Shorts, or all of the above, this lab will get you up to speed with the latest strategies and best practices to help you get started (or improve what you’re already doing) in the new world of vertical video. Discover time-saving tips, get advice on different content formats, and receive tips on establishing a tone that will get views and motivate visitation to your destination.