Marketing Analytics with GA4
Google Analytics 4 is the most powerful free analytics tool available — and most marketers use 5% of it. This course teaches you GA4 from the new event model through to attribution, funnel analysis, and building dashboards that drive actual decisions. You will leave with a working analytics stack, not just theoretical knowledge.
What you'll learn
Course outline
Free — no account needed
Why GA4 Is Different — The New Data Model
The event-based model that replaces sessions and pageviews — and why it is actually more powerful
Events and Parameters — The GA4 Data Model in Practice
What every event should include and how to structure custom tracking for your business
Your First Exploration Report — Custom Analysis in GA4
Build reports that answer specific business questions instead of looking at default dashboards
Full course — $49 one-time
Setting Up Conversions and Key Events
Track the actions that matter to your business and connect them to revenue
Attribution — Understanding Which Channels Drive Sales
The models that determine which marketing channels get credit for conversions — and why it matters
Audience Segments and Cohort Analysis
Understand how different user groups behave — and what that tells you about retention and growth
Connecting GA4 to Google Ads and Search Console
Close the loop between marketing spend and analytics to make data-driven budget decisions
Building a Marketing Dashboard That Tells the Story
Create a weekly marketing report that drives decisions rather than just reporting numbers
Get the full course
8 lessons — GA4 setup through attribution and a Looker Studio marketing dashboard.