Mitie Case Study

Learn how I trained the team at Mitie on using GA4 in their workflows and how to utilise Google Tag Manager for ongoing tagging management.

About the brand

Mitie is a UK-based facilities management and professional services company. It runs large-scale outsourced operations for public- and private-sector clients across the UK and Ireland—covering engineering and maintenance, cleaning and hygiene, security, energy and decarbonisation, waste/landscapes, and specialist government and healthcare services.

Listed on the London Stock Exchange, Mitie positions itself around tech-enabled operations, data-led performance, and sustainability.

The Brief

The team at Mitie approached me shortly before the switch over from UA to GA4 and asked for me to create a day of personalised training on GA4 and Google Tag Manager. They also asked if I would do a basic audit of their current GA property and GTM setup, to identify issues within our training session.

Initially I sent out a questionnaire to the team at Mitie, to outline their level of expertise, pain points and areas they wanted to up skill on, in relation to GA4 and Google Tag Manager.

Google Analytics 4 Audit

I then conducted an audit of their GA4 account, to identify any issues with their existing property. Based on my audit, I was able to further refine how I would personalise the training day and provide feedback on some improvements to make.

Google Tag Manager Audit

I further conducted a GTM audit, identifying any issues that related to their GA4 property. These additionally refined how I would personalise my training and I advised on required updates to improve their measurement setup.

GA4 & GTM Training

Based on the answers to the questionnaires and audit findings I created a day of in-person training, completely personalised to the Mitie team and their Google Analytics and Tag Manager setup. This covered the following key areas:

• Preparation and planning – Setting expectations & goals, creating a measurement plan and migrating from UA to GA4.
• Introduction and general housekeeping – differences between UA & GA4, data transfers and backups of UA data.
• Getting to grips with GA4 – Account & property structure, events & tracking, event parameters & custom dimensions / metrics and conversion tracking / modelling.
• Working with GA4 – Standard reporting, Explorations, segmentation, UTM tagging and Looker Studio integrations.

The team were given exercises on the day, that they did separately and in a team, at various junctions to ensure they understood what I had taught.

The Outcome

The Mitie team were able to go away and start using GA4 and GTM in a more confident and knowledgable manner.