Measuring Your Website with Google Analytics 4

What's inside

1. Level 1: How GA4's Event Model WorksFree
   Learn how GA4 records every interaction as an event with parameters, how this differs from the session-and-hit model of older analytics, that this course is independent of Google, and how to open Google's GA4 demo account.
2. Level 2: Accounts, Properties and Data StreamsFree
   Learn how a GA4 account, property and data stream fit together, and create a property and web data stream with sensible settings.
3. Level 3: Installing with the Google Tag or Tag Manager
   Install GA4 on a website either directly with the Google tag or through Google Tag Manager, and check that data is arriving.
4. Level 4: Automatic and Enhanced-Measurement Events
   Learn which events GA4 collects automatically, which ones enhanced measurement adds, and how to control them from the data stream settings.
5. Level 5: Custom Events and Parameters
   Design and send custom events with parameters through Tag Manager, then register parameters as custom dimensions and metrics so they appear in reports.
6. Level 6: Marking and Managing Key Events
   Mark the events that matter to the business as key events (formerly called conversions), and understand how they differ from Google Ads conversions.
7. Level 7: Consent Mode and Cookie Banners under UK GDPR
   Set up Google consent mode with a cookie banner so GA4 respects visitors' choices under UK GDPR and PECR, as amended by the Data (Use and Access) Act 2025.
8. Level 8: Acquisition and Engagement Reports
   Read the standard acquisition and engagement reports to see where users come from and what they do on the site.
9. Level 9: Monetisation and Retention Reports
   Use the monetisation and retention reports to measure revenue, purchases and returning users, and customise the report navigation.
10. Level 10: Free-Form Explorations and Segments
    Build free-form explorations with dimensions, metrics, filters and user, session and event segments to answer questions the standard reports cannot.
11. Level 11: Funnel and Path Explorations
    Build funnel explorations to find where users drop off, and path explorations to see the steps users take before and after an event.
12. Level 12: Channel Groups and UTM Tagging
    Learn how GA4 sorts traffic into default channel groups, and tag campaign links with UTM parameters so traffic is classified correctly.
13. Level 13: Attribution Models and Settings
    Learn how GA4 gives credit for key events to touchpoints, compare the attribution models available, and set the property's attribution settings.
14. Level 14: Building Audiences
    Create audiences from conditions, sequences and membership durations for analysis and remarketing, and use predictive and suggested audiences where the property qualifies.
15. Level 15: Linking Google Ads and Search Console
    Link GA4 with Google Ads and Search Console to share key events and audiences and to report on organic search queries.
16. Level 16: Ecommerce Tracking and BigQuery Export Outline
    Get an outline of GA4 ecommerce events and their items array, and of the free BigQuery export for analysis at raw-event level.
17. Level 17: Data Studio Dashboards and Trustworthy Numbers
    Build a GA4 dashboard in Data Studio (renamed from Looker Studio in April 2026), and learn how data thresholds, sampling, (other) rows and API quotas make numbers differ between GA4, dashboards and other tools.
18. Level 18: Final Challenge: Full GA4 Audit and Report Exam
    Apply the whole course to audit a GA4 setup for common mistakes, fix them, and deliver a measurement report that answers a business question.

Access

The first 2 levels are free with a free account. Every level, the podcast edition and the AI tutor come with All Access at £4.99/month or any Creator plan — see pricing.

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