Course Outline 

Module 1: Introduction to Google Analytics 4 (GA4)

• Why GA4 vs Universal Analytics

• GA4 data model: events & parameters

• Setting up GA4 accounts and properties
  Case Study: Migrating from Universal Analytics to GA4

Module 2: Configuring GA4 Properties & Data Streams

• Creating web and app data streams

• Tagging setup via Google Tag Manager (GTM)

• Debugging and validating data flows
  Exercise: Configure GA4 with GTM for a demo website

Module 3: Event Tracking & Enhanced Measurement

• Predefined events and recommended events

• Creating custom events & conversions

• Event parameters and user properties
  Practical: Set up event tracking for form fills and e-commerce actions

Module 4: Audience & User Behavior Analysis

• Audience segmentation in GA4

• User explorer & lifecycle reporting

• Understanding engagement metrics
  Case Study: Identifying high-value user segments

Module 5: Acquisition & Traffic Analysis

• Analyzing sources: paid, organic, referral, direct, social

• Campaign tagging with UTM parameters

• Attribution modeling in GA4
  Practical Exercise: Compare campaign ROI with attribution models

Module 6: E-commerce & Monetization Tracking

• Setting up e-commerce events

• Tracking product impressions, add-to-cart, checkout, and purchase

• Revenue analysis dashboards
  Case Study: Optimizing product funnel using GA4 insights

Module 7: Retention & Cohort Analysis

• Cohort analysis for retention strategies

• Funnel exploration & path analysis

• Predictive metrics (churn probability, revenue prediction)
  Exercise: Build a retention dashboard for customer lifetime value

Module 8: Reporting & Dashboarding

• Creating explorations in GA4

• Building dashboards in Power BI with GA4 data

• Using Data Studio/Looker Studio for visualization
  Practical: Design an executive marketing dashboard

Module 9: BigQuery & Advanced Analytics

• Linking GA4 to BigQuery

• Running SQL queries on GA4 raw data

• Building advanced reports with GA4 + BigQuery + Power BI
  Case Study: Cross-platform user journey analysis

Module 10: AI, Predictive Analytics & Best Practices

• Leveraging GA4 predictive audiences

• AI-driven insights for campaigns and remarketing

• Governance, compliance, and privacy best practices (GDPR, CCPA)
  Capstone Project: Build a GA4 analytics framework for your organization