Your marketing data is only as good as the tracking behind it — and with the right approach, you can have GA4 collecting meaningful data faster than you might think. In this module, you'll set up GA4 using Google Tag Manager, implement the Google Tag for automatic analytics coverage, and build custom events that capture the specific actions that matter most to your business.

You've got data flowing into GA4 — now it's time to turn those numbers into decisions you can actually defend. In this module, you'll build practical fluency across every major report category, from acquisition and engagement through monetization, retention, and advertising attribution, and develop the skills to segment your audience with comparisons and audiences for drill-down analysis that drives real insight.

The skills you've built across this course — from configuring GA4 and creating custom events to navigating its full suite of reports — are ready to put to work. In this conclusion, you'll consolidate your capabilities with a final assessment and leave with a curated set of resources to keep your GA4 knowledge current as the platform evolves.