Free online courseGetting Started

Course Description

Understanding what really happens on your website or app is the difference between guessing and growing. This free online course in Digital Marketing helps you get comfortable with Google Analytics 4 (GA4) from the very first steps, so you can build measurement you trust and turn data into clearer decisions. You will learn how a GA4 property is structured, what makes it different, and how to navigate the interface with confidence so reports and explorations stop feeling overwhelming.

You will work through practical ways to set up GA4 correctly, whether you prefer adding tags directly with gtag.js or managing everything through Google Tag Manager. From there, the focus shifts to reliable data collection: creating and refining events, editing them inside the GA4 interface to keep naming consistent, and applying cross-domain measurement so sessions and conversions are attributed properly when users move across related sites. These foundations are essential for accurate performance analysis and trustworthy reporting.

Once tracking is in place, the course guides you into GA4 analysis techniques that uncover how people actually behave. You will explore user and path behavior, learn how to interpret segment insights such as overlap, and understand what options like viewing unique nodes change in a path analysis. You will also see how acquisition reporting differs depending on whether you want to evaluate traffic sources or user acquisition, helping you answer the right questions for marketing and product decisions.

To connect analytics to growth, you will learn how GA4 integrates with key tools and workflows. You will connect with Google Ads to unlock useful reporting capabilities, build audiences with the Audience Builder, and understand predictive audiences and the predictive metrics GA4 offers. You will also be introduced to conversion modeling and attribution reporting, including why GA4 favors data-driven attribution for distributing credit across touchpoints. For teams that need scalable analytics, the course covers access management, roll-up properties, subproperties, and best-practice account structures.

By the end, you will be able to implement GA4 with more confidence, diagnose common measurement gaps, and communicate insights that stakeholders can act on. Whether you are starting a marketing career, supporting an e-commerce business, or improving reporting for a growing organization, this course gives you job-relevant GA4 skills you can apply immediately.