Visão Geral

Este Curso Google Analytics 4 for B2B Analytics, é focado no uso do Google Analytics 4 (GA4) para negócios B2B, abordando análise de jornadas longas, múltiplos decisores, geração e qualificação de leads, account-based marketing (ABM) e métricas orientadas a pipeline e receita. Os participantes aprenderão a integrar dados de marketing, produto e vendas para apoiar decisões estratégicas em ambientes B2B complexos.

Objetivo

Após realizar este curso Google Analytics 4 for B2B Analytics, você será capaz de:

• Modelar jornadas B2B complexas no GA4
• Analisar geração, qualificação e conversão de leads
• Mensurar engajamento por conta e usuário
• Apoiar estratégias de ABM com dados
• Integrar métricas de marketing e vendas
• Criar dashboards orientados a pipeline e receita

Publico Alvo

• Product Managers B2B
• Marketing Managers B2B
• Growth Managers
• Analistas de dados
• Times de vendas e pré-vendas
• Executivos de receita

Pre-Requisitos

• Conhecimento básico em Google Analytics 4
• Noções de funil de vendas B2B
• Familiaridade com métricas de marketing e vendas
• Conhecimentos básicos de Google Tag Manager

Materiais

Conteúdo Programatico

Module 1: B2B Analytics Fundamentals

1. B2B business models
2. Long sales cycle analytics
3. Account-based metrics
4. North Star Metrics for B2B

Module 2: Event and Account Modeling

1. User vs account tracking
2. Lead lifecycle events
3. CRM integration concepts
4. Measurement plan for B2B

Module 3: Lead Generation and Qualification

1. Top-of-funnel analysis
2. MQL and SQL tracking
3. Content engagement metrics
4. Lead scoring concepts

Module 4: Funnel and Journey Analysis

1. Multi-touch funnels
2. Assisted conversions
3. Path exploration
4. Bottleneck identification

Module 5: ABM and Engagement Analysis

1. Account engagement metrics
2. High-value account identification
3. Campaign impact analysis
4. ABM dashboards

Module 6: Conversion and Revenue Attribution

1. B2B attribution models
2. Opportunity influence analysis
3. Revenue contribution
4. Pipeline analytics

Module 7: Retention and Expansion Metrics

1. Customer retention analysis
2. Expansion and upsell signals
3. Churn risk indicators
4. Account health scoring

Module 8: BigQuery for B2B Analytics

1. GA4 BigQuery export
2. Joining CRM and GA data
3. SQL for pipeline analysis
4. Advanced B2B use cases

Module 9: B2B Dashboards and Reporting

1. Executive dashboards
2. Sales and marketing views
3. Product engagement reporting
4. Data storytelling

Module 10: Governance and Best Practices

1. Data quality in B2B
2. Privacy and compliance
3. Scaling B2B analytics
4. Real-world B2B scenarios