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Marketing Analytics with GA4
Set up Google Analytics 4 correctly, track the actions that matter to your business, and turn the data into clear reports and marketing decisions.
About this course
Know exactly what your marketing is doing. Set up GA4 properly, track the conversions that matter, and report performance with confidence.
What you will learn
- Explain how GA4's event-based data model differs from Universal Analytics and why the numbers differ.
- Install and configure a GA4 property with sensible retention, internal traffic and cross-domain settings.
- Define key events and apply a consistent UTM naming convention across campaigns.
- Analyse acquisition, engagement and funnel data to find where visitors drop out.
- Compare attribution models and build custom explorations to answer specific business questions.
- Build a Looker Studio dashboard and present a marketing performance report with clear actions.
Curriculum
Module 1GA4 Foundations4 lessons
- 1How GA4 Differs from Universal Analytics Free preview
- 2Events: The Core Data Model
- 3Installing and Configuring GA4
- 4The Interface Tour
- QModule quiz (4 questions)
Module 2Measurement Setup4 lessons
- 5Key Events and Conversions
- 6UTM Tagging Discipline
- 7Audiences and Segments
- 8Cross-Domain and Consent Basics
- QModule quiz (4 questions)
Module 3Analysis4 lessons
- 9Traffic and Acquisition Reports
- 10Engagement and Funnel Exploration
- 11Attribution in GA4
- 12Custom Explorations
- QModule quiz (4 questions)
Module 4Insight to Action3 lessons
- 13Dashboards with Looker Studio
- 14Reporting Rhythms for Teams
- 15Course Project: Marketing Performance Report
- QModule quiz (4 questions)
PFinal project: Marketing Performance Report
Who this course is for
- Marketers and business owners who want to know which campaigns actually work.
- Junior analysts and digital marketing assistants moving into reporting roles.
- Teams that have GA4 installed but do not trust or use the data.
Requirements
- A computer with an internet connection and a Google account.
- Access to a GA4 property, or use of the free Google Analytics demo account.
- Basic comfort with spreadsheets; no coding experience is needed.
What is included
Written lessons
15 lessons, each with a practical exercise and key points to remember.
Module quizzes
A short quiz at the end of each module. Pass mark 70%, and you can retake it.
Final project
Marketing Performance Report. A practical brief with steps and a way to check your own work.
Certificate
A certificate of completion from EMFAD Courses with a unique code anyone can verify.
How the certificate works
Complete every lesson and pass every module quiz with 70% or more. Your certificate then appears in your learner area, ready to print or save as PDF. It shows your name, the course title, the completion date and a unique code. It is a certificate of completion from EMFAD Courses, not an accredited qualification.
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