Training day

An Essential Guide to Campaign Tracking and Google Analytics 4 (GA4) for Travel

    23 November 2022
    10:00 - 15:15
  • Venue:
    Science Gallery, London, SE1 9GU
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Event details

This event has been moved to 23 November to avoid the major disruption anticipated by national train strikes.

ABTA’s new training day will provide a guide to campaign tracking and Google Analytics 4 (GA4).  Attend this training day to be fully prepared for the replacement of Universal Analytics with GA4 and discover how GA4 can improve marketing campaigns, capture data and measure campaign success.

About the event

Designed to improve the understanding of how customers engage with your business, GA4 will replace Universal Analytics on 1 July 2023. It is imperative that you are prepared for the switch and the impact that it will have on your business and marketing campaigns.

ABTA’s practical training day will get you up to speed on what the changes are, the benefits they can bring and how to get started with implementing GA4.

Hear from the experts and take part in practical sessions designed to guide you through the change-over process including demonstrating the use of GA4 in data collection and top tips for reporting and measuring campaign success.


  • What is Google Analytics 4 (GA4) and how is it different to Universal Analytics?
  • Practical steps to make the switch to GA4
  • Configuring GA4 to collect meaningful and accurate data
  • Using GA4 reports to track users, spot key trends and irregularities in data
  • Tracking cross-device and cross-platform engagement 
  • Monitoring and measuring the success of your campaign with GA4
  • Alternative analytics platforms to consider.


Andy Headington, CEO, Adido

Andy helped set up Adido as an award-winning digital agency in Dorset in 2003. He spent the first few years primarily learning SEO from scratch and has since gone on to help develop an amazing digital marketing team working with some brilliant designers & developers at Adido HQ.

As CEO of Adido, Andy has a vast knowledge of all areas of digital marketing and is a regular blogger, contributor and presenter on all areas of digital. His most specific areas of expertise and interest are search marketing, travel marketing and future innovations in the digital world.

Andy has presented at numerous leading industry events including several ABTA events, The British Travel & Tourism Show, TTG Luxury, Travolution Summit and the Visitors Attraction Conference. He has also presented at industry events such as SES, SASCon, UK Search Awards, SMX, UK Search Awards and Digital Gaggle as well as hundreds of business groups across the UK. He has also been asked to comment on digital trends for the likes of Econsultancy, Sky News, The FT, The Guardian, Virgin and The Internet Marketing Podcast.

Benefits of attending

  • Gain an understanding of GA4 and how it is different to Universal Analytics
  • Get practical insights into making the switch to GA4
  • Discover how to improve your marketing with GA4 reports
  • Learn how to apply tracking for all your marketing campaigns
  • Get tips on measuring engagement across your campaigns
  • Discover how to combine web and app data with cross-platform tracking 

Who should attend?

The event is ideal for marketers and anyone working in the travel industry who is looking for practical guidance on how to make the switch to GA4, including:

  • Marketing managers, directors and team leaders
  • Digital marketing teams
  • SEOs and content marketing teams
  • Directors and senior managers from small businesses.

Event prices

ABTA Member/ABTA Partner rate* – £235 plus VAT 
Non-Member rate –  £355 plus VAT

This includes lunch and refreshments throughout the day, all delegate materials, presentations and an attendee certificate. 

Make payment by credit or debit card. ABTA Members and Partners can request an invoice.

View our booking terms and conditions here.


  • Book three places and get 50% off the third place.
    (This discount will be automatically applied when you book online.)
  • If you are looking to book for a larger group please contact for a bespoke discount.

*To qualify for the ABTA Member/Partner discount you must have a current ABTA Member/Partner number or your application must be in progress when the event takes place.

Non-Members are welcome to attend. For information about becoming a Member click here.


Event partner

Adido are experts in the travel and tourism sector having worked with travel brands since 2003. The Adido team continually research all the latest news and information about travel & digital marketing to ensure our clients keep at the forefront of the industry. We're committed to inspiring commercially-focused companies to evolve their digital experiences, and to achieve more from their marketing spend. We challenge briefs, explore alternatives and offer candid advice; all with the aim of advancing digital performance for our clients. We look for the ‘why’ and establish the ‘so what’ when assessing performance. We push to deliver efficiencies, delivering sustainable profitable growth and proving value. We obsess over meaningful commercial metrics and are not sidetracked by vanity KPIs. We embrace technology and always objectively use data to inform decision making. This ensures our digital platforms and digital marketing campaigns achieve success. We hypothesise, test, learn and evolve in order to be proactive and progressive. By combining skills across design, development, digital marketing and analytics our team offers an informed, collaborative and honest approach to digital solutions, and thrive on partnerships with clients.

For information on sponsorship opportunities please contact Matt Turton on 07766 517 611 or email

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