Web Analytics

This course transforms how you approach digital analytics by taking you beyond the basics and into the professional implementation, measurement, and intelligence systems that power data-driven organizations. You'll learn how to leverage Google Analytics 4 (GA4), Google Tag Manager (GTM), and Looker Studio to build a complete analytics ecosystem that captures accurate data, attributes performance correctly, and communicates insights that move businesses forward. You'll start by mastering GA4 implementation through Google Tag Manager, learning how to govern containers, design scalable event tracking frameworks, and configure the data layer for clean, reliable data collection. You'll establish the professional standards that separate trustworthy analytics from fragile, inconsistent setups. Next, you'll dive into e-commerce measurement and campaign attribution. You'll build end-to-end tracking across the full purchase funnel, standardize UTM-based campaign tracking across channels, integrate Google Ads with GA4, and evaluate attribution models to understand how each channel truly contributes to conversion outcomes. You'll also analyze conversion funnels and map user journeys to identify drop-off points and surface optimization opportunities. Finally, you'll move from tracking to intelligence. Through hands-on exercises, you'll apply advanced segmentation strategies, build cohort analyses, configure predictive metrics, and design Looker Studio dashboards that enable leadership teams to self-serve strategic insights without analyst dependency. By the end of this course, you will be able to: - Implement and govern a professional GA4 tracking setup using Google Tag Manager, including event architecture and data layer configuration. - Build and validate a complete e-commerce measurement framework that captures accurate revenue and funnel data. - Standardize campaign tracking with UTM parameters and evaluate multi-touch attribution models for smarter budget decisions. - Analyze conversion funnels, user paths, and behavioral segments to generate actionable optimization recommendations. - Configure predictive metrics in GA4 and activate audience intelligence for retention and growth campaigns. - Design and publish Looker Studio dashboards that translate GA4 data into clear, executive-ready business insights. Designed for digital marketers, analytics professionals, e-commerce specialists, and marketing operations practitioners, this course equips you with the technical depth and hands-on experience to build, manage, and extract strategic value from a professional-grade GA4 analytics system. Step in, elevate your analytics practice, and learn how to turn implementation precision and behavioral data into the intelligence your organization needs to grow with confidence.

This course transforms how you approach web analytics by introducing you to the core principles and tools used to capture, measure, and interpret digital data. You’ll learn how to leverage Google Analytics 4 (GA4) and other industry-standard tools to gather insights that drive smarter business decisions and marketing strategies. You'll start by learning the basics of web analytics, including key metrics, dimensions, and KPIs to measure website and user performance. Then, you’ll dive into data collection, tracking users, sessions, events, and conversions to ensure accurate data flows into your analytics platforms. Next, you'll focus on configuring your analytics system, setting up GA4 accounts, properties, data streams, and automated events to track user behavior in line with business goals. You'll also learn to avoid common setup mistakes to ensure reliable data collection. Finally, you'll explore reporting and analysis. Through hands-on exercises, you'll create and customize reports, analyze traffic sources, and derive insights to improve landing page performance and refine marketing strategies. By the end of this course, you will be able to: - Identify key metrics, dimensions, and KPIs for web analytics and their role in driving business decisions. - Set up and configure GA4 properties and data streams for comprehensive data tracking. - Analyze website traffic and user behavior through custom reports and dashboards. - Optimize conversion tracking and define meaningful conversions for measurable success. - Implement strategies to analyze and interpret data to uncover deeper business insights. Designed for marketing analysts, digital measurement specialists, data analysts, and business intelligence professionals, this course equips you with the technical expertise and hands-on experience to manage web analytics systems and drive data-driven decisions in the digital landscape. Step in, enhance your web analytics skills, and learn how to transform data into valuable insights that will fuel your organization's growth.