Google Analytics Course Online (Self-Paced)

This self-paced course offers a detailed introduction to Google Analytics 4 and its tools for measuring and analyzing website performance. You'll learn how to set up an account, identify important metrics, and configure event tracking to better understand user behavior. The course also explores GA4’s updated data model and reporting features, helping you make more informed, data-driven marketing decisions. A Google Analytics account is not required, though participants who already have accounts are encouraged to bring access during class.

What You Will Learn

• Learn the fundamentals of web analytics and how Google Analytics supports the customer journey
• Set up and configure Google Analytics accounts, including filters, goals, and e-commerce tracking
• Navigate the GA4 interface and interpret audience, acquisition, behavior, and conversion reports
• Create and evaluate measurement plans that align key performance indicators with business goals
• Build and customize dashboards, shortcuts, and shared reports for streamlined access to data
• Use UTM parameters to track and compare marketing campaign performance across channels
• Explore retargeting approaches and create remarketing audiences using Analytics data
• Apply data-driven best practices to improve marketing effectiveness and user engagement

Course Outline

Google Analytics Curriculum

Introduction to Google Analytics

• What is Web Analytics
• Intro to Google Analytics
• How Google Analytics Works
• Why Web Analytics Matter
• Questions Google Analytics Answers
• The Role of Analytics in Your Buyer’s Journey

Developing a Google Analytics Strategy

• Intro to Measurement Plans
• The Importance of Measurement Plans
• Who Should be Involved in Creating a Measurement Plan?
• Framework for Developing a Measurement Plan

Best Practices for Setting Up a Google Analytics Account

• How to install Google Analytics Tracking Code
• How to test to confirm codes are installed and tracking correctly
• Understanding the structure of your Google Analytics Account
• Introduction to Views in Google Analytics
• Google Analytics account limits
• Understanding account users and permissions
• Important Google Analytics configurations

Introduction to Filters

• Understanding Google Analytics filters
• Google Analytics filter types
• How to set up Google Analytics filters?

Conversion Tracking

• What is conversion tracking?
• What are goals?
• How to set up goals
• Important configurations for tracking ecommerce transactions

An overview of the Google Analytics Dashboard

• An overview of reports
• Understanding dimensions & metrics

Google Analytics Reports

• Audience Report, what it’s for and how to use it
• Acquisition Report, what it’s for and how to use it
• Behavior Report, what it’s for and how to use it
• Conversion Report, what it’s for and how to use it
• Ecommerce Report, what it’s for and how to use it

How to leverage Google Analytics data to improve performance

• How to share reports
• How to set up dashboards and shortcuts
• How to track your marketing campaigns in Google Analytics

UTM Code Tracking

• Why Tracking Visitors Matters
• Introduction to UTM Parameters
• Anatomy of a UTM Parameter
• A Look at UTM Parameters in Google Analytics
• How to Create a Link with the UTM Builder

Retargeting

• Introduction to Retargeting
• Why Retargeting
• How to Create a Retargeting List

This course is available for 30 days. You can choose when to start your access period. Once you activate, you will have 30 days to complete it (access the course materials, quizzes, projects and videos). You may request one extension of seven (7) days. Other extension requests will be evaluated on a case-by-case basis. Videos are not downloadable.