The intention of this Google Analytics 4 (GA4) course is to understand the data configurations, metrics, and mechanical changes from Universal Analytics and how to best leverage the new systems so that you can continue to understand your website health, test new optimizations, optimize your marketing channels, and provide a better site experience to your visitors. This is about what to do now that you have this data, not how to get your data setup.

I also want to share some bigger-picture trends for Google Analytics as a tool, but really I want to focus on why you need to understand the data structure, the landscape, and the macro trends that will impact your website optimization strategies.

Who this is for: Website optimizers, digital managers/strategists, and/or marketing managers. Anyone who uses Google Analytics to understand the efficacy of marketing and content efforts and/or tracks trends in website behavior for better user experience and conversions.

Who this is not for: Someone who has never used Google Analytics before or doesn’t understand the basics of how website tracking works. I recommend that you start with Google’s Skillshop courses instead.

There are already lots of courses out there that provide detailed instructions on setup and/or a light overview of all the functionality. This course aims to be slightly technical, but ultimately gives you the details you need to feel confident about how GA4 data will change from what you’ve been working with in GA3. This includes understanding what's new as well as limitations, supporting you in using this data to make effective business decisions. I also want to help you understand how to communicate the transition of metrics, KPIs, and OKRs to internal/external audiences, and when should you make the final shift to GA4 reporting. 

Thank you for trusting me with your time and data. I can't wait to see what you achieve with this course.