My Skill Lab
Data ScienceBeginner

Marketing Analytics with Google Analytics 4

Events, conversions, attribution and reports that marketers trust.

Taught by Sujata Gurung · Growth & Digital Marketing Lead

What you'll learn

  • Explain GA4's event-based model and how users, sessions and engagement are counted
  • Set up a property, web data stream and tagging, and fix the settings that silently corrupt data
  • Send custom events with parameters, register custom dimensions and mark key events
  • Use standard reports and build funnel, path and free-form explorations to answer marketing questions
  • Tag campaigns consistently with UTM parameters and interpret data-driven and last-click attribution
  • Publish a Looker Studio dashboard and run a first query on the BigQuery event export

About this course

Google Analytics 4 is the measurement layer under almost every marketing team, and most people use a fraction of it. This beginner course teaches GA4 from the ground up: how its event-based model differs from the old pageview world, how to set up a property, data streams and the Google tag or Google Tag Manager, how to send custom events and parameters, mark key events (conversions) and build audiences, how to read the standard reports and build funnel and path explorations, how to track campaigns with UTM parameters and understand attribution models, and how to publish dashboards in Looker Studio or query raw events in BigQuery. It is for marketers, founders and junior analysts with no analytics background; a website or app you can tag is helpful but not required, and every step is shown in the GA4 interface.

Course content

6 lessons
  1. 1How GA4 Thinks: Events, Users and SessionsThe event-based model, how users and sessions are counted, and a tour of the interface.Preview
  2. 2Property Setup, Data Streams and TaggingCreating a property and web stream, installing the Google tag or GTM, and fixing day-one settings.
  3. 3Events, Parameters and Key EventsSending custom events, registering custom dimensions, marking key events and tracking ecommerce.
  4. 4Reports, Explorations and Audiences in PracticeReading the standard reports, then building funnel, path and free-form explorations for real questions.
  5. 5Campaign Tracking and AttributionUTM parameters done consistently, default channel groups, and what attribution models actually claim.
  6. 6Looker Studio Dashboards and BigQuery ExportConnecting GA4 to Looker Studio, designing a dashboard marketers use, and querying raw events in BigQuery.