Learn how to turn Google Analytics 4 (GA4) data into actionable insights for marketing decisions. In Google Analytics Insights, you’ll go beyond standard reports to analyze user behavior, identify conversion bottlenecks, and ensure your data is reliable.

You’ll start by working with GA4 explorations custom analysis tools that help you understand how users move through your site. You’ll build funnel and path explorations to identify where users drop off, what actions lead to conversion, and how different traffic sources perform. These techniques help you uncover patterns that standard reports cannot show. Next, you’ll learn how to evaluate the quality of your analytics data. You’ll analyze event tracking and parameter implementation to identify gaps that affect reporting accuracy. Using tools like DebugView and audit frameworks, you’ll diagnose issues such as missing parameters, inconsistent naming, and broken attribution. Through hands-on labs using the GA4 Demo Account, you’ll practice building explorations, tracing user paths, and creating tagging improvement plans. These real-world exercises reflect the work of marketing analysts responsible for reporting and data quality. This course is designed for marketing analysts, digital marketers, web analysts, and other professionals who use analytics data to measure performance and inform marketing decisions. Basic familiarity with digital marketing metrics or web analytics tools is helpful for understanding the concepts and getting the most out of the hands-on activities. By the end of this course, you’ll be able to analyze user journeys, detect data gaps, and recommend improvements that lead to more accurate reporting and better marketing decisions.