Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

Learn how to turn Google Analytics 4 (GA4) data into actionable insights for marketing decisions. In Google Analytics Insights, you’ll go beyond standard reports to analyze user behavior, identify conversion bottlenecks, and ensure your data is reliable. You’ll start by working with GA4 explorations custom analysis tools that help you understand how users move through your site. You’ll build funnel and path explorations to identify where users drop off, what actions lead to conversion, and how different traffic sources perform. These techniques help you uncover patterns that standard reports cannot show. Next, you’ll learn how to evaluate the quality of your analytics data. You’ll analyze event tracking and parameter implementation to identify gaps that affect reporting accuracy. Using tools like DebugView and audit frameworks, you’ll diagnose issues such as missing parameters, inconsistent naming, and broken attribution. Through hands-on labs using the GA4 Demo Account, you’ll practice building explorations, tracing user paths, and creating tagging improvement plans. These real-world exercises reflect the work of marketing analysts responsible for reporting and data quality. This course is designed for marketing analysts, digital marketers, web analysts, and other professionals who use analytics data to measure performance and inform marketing decisions. Basic familiarity with digital marketing metrics or web analytics tools is helpful for understanding the concepts and getting the most out of the hands-on activities. By the end of this course, you’ll be able to analyze user journeys, detect data gaps, and recommend improvements that lead to more accurate reporting and better marketing decisions.

Syllabus

GA4: Master Reports and Explorations

Standard analytics reports often provide surface-level metrics but fail to explain how users actually move through a digital experience. In this module, you will use GA4 Explorations to uncover deeper behavioral insights through funnels, pathing analysis, and free-form reporting. You will learn how to analyze users, sessions, events, and traffic sources while identifying where conversion journeys break down. Through guided demonstrations and hands-on practice in the GA4 Demo Account, you will apply practical analysis workflows used by marketing teams to improve campaign and website performance. By the end of this module, you will be able to build GA4 explorations and identify actionable funnel and pathing insights from behavioral data.

GA4: Analyze Tagging and Instrumentation

Reliable analytics depends on accurate event tracking and consistent data instrumentation across the customer journey. In this module, you will audit GA4 event implementations, identify tagging gaps, and evaluate whether collected data supports meaningful reporting and attribution analysis. You will examine event structures, parameter naming conventions, Enhanced Measurement configurations, and real-time validation workflows using DebugView and browser inspection tools. The module emphasizes practical troubleshooting and communication skills needed to create actionable tagging recommendations for technical teams. By the end of this module, you will be able to analyze GA4 instrumentation issues, identify critical tracking gaps, and recommend improvements that strengthen reporting accuracy and marketing decision-making.