Overview

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Google Analytics 4 is the measurement engine behind nearly every modern marketing decision — and knowing how to set it up, read its reports, and act on what it tells you is one of the highest-leverage skills you can develop as a marketer or business owner. Without confidence in GA4, you're guessing about what's working; with it, every campaign and content decision is grounded in real data. In this course, you'll build a working knowledge of GA4 from the ground up. You'll set up tracking using Google Tag Manager, configure the Google Tag, and create custom events that capture the actions that actually matter to your business. You'll move through every major report category — acquisition, engagement, monetization, user, retention, and advertising — and gain the skills to segment data with comparisons and audiences so you can extract real insight, not just summary totals. By the end, you'll be able to set up GA4, navigate its reports, and turn analytics data into decisions you can defend.

Syllabus

Introduction to Google Analytics 4

Google Analytics 4 represents a fundamental shift in how businesses track their website visitors, and knowing the "why" behind that shift changes how confidently you can use it. In this module, you'll build the foundational knowledge to navigate GA4 with clarity, from essential analytics vocabulary to the privacy-first data model that distinguishes GA4 from Universal Analytics.

Setting Up Google Analytics 4

Your marketing data is only as good as the tracking behind it — and with the right approach, you can have GA4 collecting meaningful data faster than you might think. In this module, you'll set up GA4 using Google Tag Manager, implement the Google Tag for automatic analytics coverage, and build custom events that capture the specific actions that matter most to your business.

Key Google Analytics 4 Reports

You've got data flowing into GA4 — now it's time to turn those numbers into decisions you can actually defend. In this module, you'll build practical fluency across every major report category, from acquisition and engagement through monetization, retention, and advertising attribution, and develop the skills to segment your audience with comparisons and audiences for drill-down analysis that drives real insight.

Conclusion

The skills you've built across this course — from configuring GA4 and creating custom events to navigating its full suite of reports — are ready to put to work. In this conclusion, you'll consolidate your capabilities with a final assessment and leave with a curated set of resources to keep your GA4 knowledge current as the platform evolves.