Your tools can all be working exactly as designed and still leave you with numbers that don't add up. In this module, you'll connect the pieces of your marketing technology stack, configure custom tracking in Google Tag Manager, diagnose discrepancies between platforms, and combine multiple data sources into one lightweight reporting backend.

You can build a dashboard full of the right numbers and still lose people who can't tell what it means. In this module, you'll connect a data source and build core visualizations in Looker Studio, add filters and controls so stakeholders can self-serve their own view, blend multiple data sources into one report, and build ad-hoc reports using GA4's Explore tool.

You can see conversions on a dashboard and still not know if the money spent to get them was worth it. In this module, you'll blend ad spend with GA4 data to calculate cost per purchase and ROAS, analyze organic search performance in Google Search Console, and compare time periods to identify what's actually driving change in your marketing performance.

Your cookie banner can look compliant on the surface while your tags are still firing before anyone consents. In this module, you'll configure consent-aware tracking in Google Tag Manager, format and import offline conversions into ad platforms, and build predictive audiences in GA4 to sharpen who you target next.

You've built the pieces of a complete marketing analytics practice: aligned KPIs, connected tracking, blended dashboards, measured ROI, and audiences sharpened by prediction. In this module, you'll pull those pieces together into a clear picture of how they work as one system.