About the course

Google Analytics (GA4) helps you understand user behavior, measure performance, and turn data into actionable insights. This course is designed to help you confidently set up, track, analyze, and report data using GA4, Google Tag Manager, and Looker Studio.

You’ll learn how to track events and conversions, analyze campaign performance, use attribution models, and leverage AI-driven insights to make smarter marketing decisions.

What You will Learn?

1. GA4 Fundamentals & Setup

   - Introduction to Digital Analytics & why it matters
   - Overview of Universal Analytics vs GA4
   - Understanding GA4’s event-based model
   - Key metrics & dimensions: sessions, users, engagement, conversions
   - Navigating the GA4 interface (Realtime, Life Cycle, User reports)

   - Creating a GA4 Property and Data Streams
   - Linking GA4 with a website
   - Installing GA4 using Google Tag Manager (GTM)
   - Understanding tags, triggers, and variables
   - Setting up enhanced measurement (scrolls, outbound clicks, form interactions)

2. Conversion Tracking & Attribution

    - Understanding conversions: micro vs macro
    - Marking events as conversions in GA4
    - Track conversions, connect GA4 with Google Ads and Search Console 
    - Analyze campaign effectiveness with attribution models

3. Data Exploration & AI Insights

    - Introduction to Explorations in GA4
    - Free-form, funnel, and path explorations
    - Building dashboards in Looker Studio (formerly Data Studio)
    - Integrating GA4 data into Looker Studio
    - Using AI tools for analytics

    - Turning data into insights: identifying what’s working
    - Making data-backed recommendations for marketers
    - Presenting analytics reports to clients or management
    - Common reporting mistakes & how to avoid them