Google Analytics 4 Fundamentals

In this hands-on course, Google Analytics 4 Fundamentals, you’ll learn how to effectively set up, use, and interpret data in Google Analytics 4 (GA4) — Google’s latest and most advanced analytics platform.

Whether you're a beginner or transitioning from Universal Analytics, this course will help you gain the skills you need to confidently navigate GA4. You’ll start by creating your GA4 property and installing the tracking code using tools like Google Tag Manager or gtag.js. Then, you’ll dive into data streams, enhanced measurement, and understanding how event-based tracking works in GA4.

Next, you’ll explore GA4’s core reports — including traffic acquisition, engagement, demographics, and user retention. You’ll learn how to analyze where your users come from, what actions they take, and which pages or campaigns are performing best. You’ll also discover how to set up custom events and conversions tailored to your business goals.

Through step-by-step lessons, you'll gain practical experience with GA4’s Explorations, custom reports, filters, and segments — helping you turn raw data into actionable insights. You’ll also learn to avoid common mistakes and set up a clean, reliable analytics foundation from the start.

This course is perfect for marketers, website owners, small business owners, students, and aspiring data analysts. No prior experience with Google Analytics is required!

By the end, you’ll be able to confidently use GA4 to make smarter, data-driven decisions that improve your website’s performance and support your marketing goals.