Training day

A Complete Guide to Google Analytics 4 (GA4) for Travel

    28 June 2023
    9:30 - 15:15
  • Venue:
    ABTA, 30 Park Street, London, SE1 9EQ
  • View agenda
  • Book online

Event details

Specifically designed for the travel industry, ABTA’s Google Analytics 4 (GA4) training day is designed to enable marketers to gain a sound understanding of what’s new and get the most out of GA4 to 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 the current Google Analytics version (Universal Analytics) in July 2023.

ABTA’s practical training day will get you up to speed on how to use GA4 and make the most of it so your business and marketing campaigns will benefit. It will give you the confidence on how best to use GA4 for your travel business.
Andy Headington, CEO at Adido will provide practical tips and tools designed to guide you through the change-over process including demonstrating the use of GA4 in data collection and reporting and measuring campaign success.


  • What is Google Analytics 4 (GA4) and how is it different to Universal Analytics?
  • 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 what’s new with GA4 and how it can benefit a travel business
  • Discover how to improve your marketing using GA4 reports
  • Learn how to apply tracking across all your marketing campaigns
  • Get tips on the best ways to measure 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.

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