Advanced Google Analytics - A Practical Guide

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Paid Certificate Available
Duration & workload

15 hours 48 minutes
Sessions

On-Demand
Subtitles

English

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Overview

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This course features Coursera Coach! A smarter way to learn with interactive, real-time conversations that help you test your knowledge, challenge assumptions, and deepen your understanding as you progress through the course. Unlock the full power of Google Analytics with this comprehensive, hands-on course designed to elevate your data analysis skills. You’ll learn how to interpret complex metrics, set up Google Analytics 4, and customize your reports for actionable insights that drive business growth. Whether you are tracking user behavior or optimizing marketing campaigns, this course equips you with practical knowledge and advanced techniques. Starting with foundational concepts like data measurement and user identification, the course guides you through mastering the Google Analytics interface and understanding key metrics. You’ll then dive deep into GA4 setup, customization, and explore real-world applications such as attribution modeling, event tracking, and conversion path analysis. The course is structured to build your expertise progressively with clear examples and practical exercises. As you advance, you will gain proficiency in applying custom dimensions, creating filters, calculated metrics, and managing account structures to tailor analytics to specific business needs. You'll also learn to troubleshoot discrepancies and optimize data accuracy for confident decision-making. This course is ideal for digital marketers, data analysts, and business professionals seeking to enhance their analytics capabilities. Basic familiarity with Google Analytics or web analytics concepts is recommended. The course is best suited for intermediate learners looking to deepen their skills in a practical, results-oriented manner.

Syllabus

Basic Data Description

In this module, we will introduce you to the fundamental concepts of data in Google Analytics. You will learn about the different types of data and why understanding these distinctions is crucial for effective analytics. This foundation sets the stage for mastering advanced analytics techniques.

How the Measurement is Done

In this module, we will delve into how Google Analytics collects and measures data from your website. You will understand the underlying tracking mechanisms and how data flows into the platform. This knowledge is critical for ensuring the accuracy and validity of your analytics reports.

Basic Metrics

In this module, we will explore the core metrics used to measure user behavior and engagement. You will learn how to interpret metrics like sessions, bounce rates, and active users, and adjust settings to better tailor your analytics. These metrics are essential for assessing the health and effectiveness of your web properties.

How to Use the Tool

In this module, we will guide you through the Google Analytics user interface and its powerful tools. You will learn to access and manipulate data in real-time, refine time-based analysis, and customize views for better decision-making.

What to Remember When Doing Analytics

In this module, we will discuss essential considerations and tips for conducting accurate and insightful analytics. You will learn what to keep in mind while interpreting data and how to avoid common mistakes.

Google Analytics 4 Introduction & Setup

In this module, we will guide you through the setup and configuration of Google Analytics 4. You will learn step-by-step how to implement tracking, integrate with Google Tag Manager, and set up key goals for measuring success. This module ensures you are ready to leverage GA4’s powerful new features.

Google Analytics 4 - What Has Changed Comparing to Universal Analytics

In this module, we will explore the differences between Universal Analytics and GA4. You will gain clarity on the new measurement paradigm and understand how to transition effectively.

Google Analytics 4 - Detailed Overview, Key Event Rate, and Customization

In this module, we will dive into GA4’s advanced analysis features, including event tracking, funnel visualization, and report customization. You will learn to tailor your analytics for specific business questions.

Google Analytics 4 - Practical Tips

In this module, we will share practical insights and tips for using GA4 data effectively. You will discover how to analyze diverse metrics, optimize campaigns, and understand user demographics. This module equips you with actionable knowledge to improve your analytics strategies.

Attribution

In this module, we will introduce you to attribution modeling and its application in understanding traffic source contributions. You will learn how to measure and assign credit effectively across user journeys.

Platforms Discrepancies

In this module, we will explain the concept of platform discrepancies and their significance. You will learn how to detect and address data inconsistencies for more reliable analytics.

Scopes

In this module, we will provide a comprehensive overview of scopes and their role in structuring analytics data. You will understand how to apply scopes to achieve clearer insights.

Custom Dimensions and Metrics

In this module, we will introduce you to custom dimensions and metrics, showing how they can enhance your data insights. You will learn to create and implement these customizations to meet your analytics needs.

Custom Reports

In this module, we will guide you through creating custom reports tailored to your unique requirements. You will learn to use powerful reporting tools for detailed and geographic data visualization.

Assisted Conversions

In this module, we will explore assisted conversions and their role in understanding cross-channel impact. You will learn to analyze these conversions to better evaluate marketing effectiveness.

Events

In this module, we will focus on event tracking and how it enhances understanding of user interactions. You will learn to define and deploy events for customized analytics.

Regular Expressions

In this module, we will introduce regular expressions as a powerful tool for refining analytics data. You will learn to use regex for complex filtering and data organization.

Top Conversion Paths

In this module, we will introduce top conversion paths and how they reveal multi-channel user journeys. You will learn to analyze these paths for improved attribution and campaign planning.

Filters

In this module, we will guide you through using filters to customize and clean your analytics data. You will learn to implement filters that enhance data relevance and clarity.

Calculated Metrics

In this module, we will introduce calculated metrics and show you how to create them in GA4. You will learn to use these metrics to gain deeper insights and tailor your analysis.

Custom Channel Grouping

In this module, we will explain how custom channel groupings help organize traffic sources meaningfully. You will learn to create groupings that better reflect your marketing structure.

Custom Alerts

In this module, we will teach you to set up and use custom alerts in Google Analytics. You will learn to monitor important metrics proactively and respond quickly to changes.

OUTRO

In this module, we will conclude the course with a recap of the essential topics covered. You will reinforce your understanding and prepare to apply your new analytics skills effectively.