Google Analytics Course

Lesson 1 • Installing the GA4 Tracking Code

Covers manual tag installation and Google Tag Manager deployment for GA4. Verifies data collection is active using DebugView and real-time reports.

Lesson 2 • Google Analytics Platform Overview

Surveys the GA4 platform architecture, product history, and ecosystem integrations. Positions GA4 within the broader Google Marketing Platform.

Lesson 3 • Core GA4 Concepts and Terminology

Defines events, parameters, users, sessions, and the event-based data model. Contrasts GA4's model with session-based analytics for conceptual clarity.

Lesson 4 • Web Analytics Fundamentals

Defines web analytics, its business value, and how data informs marketing decisions. Establishes the conceptual baseline for all subsequent GA4 work.

Lesson 1 • Home Dashboard and Report Snapshot

Explores the GA4 home screen, insight cards, and report snapshot widgets. Teaches how to read at-a-glance summaries for quick performance checks.

Lesson 2 • Customising Standard Reports

Teaches adding metrics, changing dimensions, and applying comparisons within standard reports. Enables students to tailor default views to their specific KPIs.

Lesson 3 • Using Filters and Date Comparisons

Demonstrates inline report filters and date-range comparison features for trend analysis. Builds skills for isolating specific traffic segments within any report.

Lesson 4 • Reports Section Deep Dive

Covers the Life Cycle and User report collections, including Acquisition, Engagement, Monetisation, and Retention. Connects each report to a specific business question.

Lesson 1 • UTM Parameters and Campaign Tracking

Explains UTM parameter structure and how to build tagged URLs for campaign tracking. Ensures accurate attribution for paid, email, and social campaigns.

Lesson 2 • Attribution Models in GA4

Compares data-driven, last-click, and other attribution models available in GA4. Teaches how model selection affects reported channel credit and budget decisions.

Lesson 3 • Google Ads and Search Console Integration

Connects GA4 to Google Ads and Search Console for unified acquisition reporting. Enables cross-platform analysis of paid and organic search performance.

Lesson 4 • Traffic Source Dimensions Explained

Defines source, medium, channel, and campaign dimensions and how GA4 populates them. Clarifies the difference between session-scoped and user-scoped attribution.

Lesson 1 • Retention and User Lifecycle Reports

Analyses Retention reports to measure new vs. returning user behaviour over time. Connects retention trends to content strategy and re-engagement campaign planning.

Lesson 2 • Pages and Screens Report Analysis

Uses the Pages and Screens report to evaluate content performance by views and engagement. Identifies top-performing pages and underperforming content requiring optimisation.

Lesson 3 • Event Tracking and Interaction Analysis

Examines automatically collected, enhanced measurement, and custom events in GA4 reports. Connects event data to specific user interactions for behavioural insight.

Lesson 4 • Engagement Metrics Defined

Introduces engaged sessions, engagement rate, average engagement time, and scrolls. Contrasts these GA4-native metrics with legacy bounce rate for accurate interpretation.

Lesson 1 • Understanding GA4 Audiences

Defines GA4 audiences, their evaluation logic, and how they differ from UA segments. Explains audience membership duration and its impact on remarketing and reporting.

Lesson 2 • Segments in Explore Reports

Applies user, session, and event segments within the Explore section for ad hoc analysis. Teaches segment comparison to isolate behavioural differences between user groups.

Lesson 3 • Building Custom Audiences

Creates audiences based on events, parameters, user properties, and behavioural sequences. Covers audience triggers and exporting audiences to Google Ads for remarketing.

Lesson 4 • Custom Dimensions and Metrics

Registers event-scoped and user-scoped custom dimensions and custom metrics in GA4. Enables tracking of business-specific data points not captured by default parameters.

Lesson 1 • Validating and Troubleshooting Conversions

Uses DebugView, real-time reports, and GTM preview to verify conversion firing accuracy. Diagnoses duplicate conversions, missing events, and parameter errors.

Lesson 2 • Conversion Reports and Analysis

Interprets conversion rate, conversion paths, and assisted conversions in GA4 reports. Connects conversion data to acquisition channels for ROI assessment.

Lesson 3 • Defining Conversions in GA4

Explains the shift from goals to conversion events and how to mark events as conversions. Aligns conversion definitions with specific business objectives for meaningful measurement.

Lesson 4 • Tracking Key Conversion Actions

Configures conversions for form submissions, purchases, sign-ups, and file downloads. Covers both tag-based and GA4 interface methods for each conversion type.

Lesson 1 • Funnel Exploration and Drop-off Analysis

Constructs open and closed funnels to measure step-by-step conversion rates. Identifies the highest drop-off steps and segments users who abandoned the funnel.

Lesson 2 • User Lifetime and User Explorer Reports

Analyses lifetime value and individual user journeys using User Lifetime and User Explorer. Connects long-term revenue patterns to acquisition source for LTV optimisation.

Lesson 3 • Cohort and Segment Overlap Explorations

Uses Cohort exploration to track retention by acquisition week and Segment Overlap to find audience intersections. Reveals long-term user value and cross-segment behavioural patterns.

Lesson 4 • Introduction to the Explore Section

Surveys all exploration templates and the shared canvas interface in GA4 Explore. Establishes the workflow of adding dimensions, metrics, and segments to any exploration.

Lesson 1 • Building a Measurement Framework

Creates a structured measurement plan linking business objectives to KPIs, events, and conversions. Ensures every tracked metric maps to a decision that can improve business outcomes.

Lesson 2 • Custom Dashboards and Looker Studio

Builds GA4-connected dashboards in Looker Studio for automated stakeholder reporting. Covers data source connection, chart selection, and dashboard sharing best practices.

Lesson 3 • Data-Driven Optimisation Process

Applies a hypothesis-test-analyse cycle using GA4 data to improve conversion rates and engagement. Connects GA4 insights to A/B testing tools for evidence-based site improvements.

Lesson 4 • Ongoing Analytics Governance

Establishes processes for data quality audits, tagging documentation, and team training. Ensures the analytics setup remains accurate and scalable as the business evolves.