Practical Analysis with Google Analytics 4

A shoe shop owner split a $4,000 budget evenly across three channels because it "felt fair," and six months later still had no idea which channel worked. Once he turned on Google Analytics 4, the truth came out: the channel with the smallest spend had the highest ROAS, while the channel with the biggest budget was quietly burning money. This course teaches you to read those numbers correctly instead of guessing. You'll learn why GA4 moved from a session-based model to an event-based one, how it follows one customer across multiple devices, and how its reports are organized around the lifecycle from acquisition to retention. The core part shows you how to add UTM tags to every campaign so traffic doesn't disappear into a vague Direct bucket, and how to compare traffic quality across channels using engagement rate and conversion rate, not just visit counts. You'll also learn to use Pages and screens to spot pages that retain poorly, set up key events, and use Funnel and Path exploration to find the exact step where customers drop off. It's the skill that turns a marketing budget from an even split based on feelings into an allocation based on evidence.