Learn how to build reports, track campaigns, and measure conversions with a structured GA4 curriculum refined over 17 years of training professionals at Google, 3M, and Nestlé.After taking this course you'll be confident using Google Analytics – you'll understand what your data is telling you, how to set everything up correctly, and how to use the reports to improve your website and marketing. It's a practical course designed for marketers, consultants, and agency teams who want to properly get to grips with GA4, whether you're just getting started or filling gaps in their existing knowledge.

Syllabus

Module 1: Fundamentals (16 lessons)
- Build your GA4 foundation by exploring key metrics, using a measurement plan to connect data to goals, and understanding why context is critical for meaningful insights. Covers account structure, key terminology, events, and how to navigate the interface.
Module 2: Reports (29 lessons)
- Explore the standard reports in GA4 to understand your audience, uncover traffic channels, see how people engage with your content, and report on conversions using key events. Work through the default reports – Acquisition, Engagement, Monetization, Retention, and Demographics – with walk-throughs for every key report so you know exactly where to look.
Module 3: Campaigns (9 lessons)
- Track and report on marketing campaigns in GA4, covering best practice tracking for organic and paid activities, plus linking Google Ads and Google Search Console. Covers UTM parameters, best practices for campaign tagging, linking Google Ads, and connecting Google Search Console.
Module 4: Conversions (11 lessons)
- Measure what matters most by identifying the right conversions, configuring key events, understanding attribution, and using ecommerce tracking to report on purchases. Covers identifying conversions, assigning value, ecommerce data layers, attribution models, and advertising reports.
Module 5: Exploration Reports (12 lessons)
- Go beyond standard reports with GA4's powerful exploration reports, including funnel explorations, path analysis, segment overlap, cohort exploration, and user lifetime reports. Build free form reports, funnel explorations, path explorations, and segment overlaps to answer your specific business questions.
Module 6: Customization (18 lessons)
- Customize GA4 to suit your needs by modifying standard reports, creating custom insights, building audiences, and adding custom dimensions and metrics. Covers comparisons, segments, insights, regular expressions, site search, audiences, custom dimensions and metrics, content grouping, and custom channel groups.
Module 7: Advanced (11 lessons)
- Take your GA4 implementation further with best practices for setup, DebugView testing, internal traffic filtering, Google Tag Manager integration, custom data uploads, and cross-device user tracking. Covers Google Tag Manager, DebugView, internal traffic filtering, cross-domain tracking, data import, User ID, and property settings.