Advanced Google Analytics 4 (GA4)

Course details

Google Analytics 4 (GA4) sets a new standard for data-driven insights, offering enhanced customization, sharper analysis, and more actionable metrics. In this comprehensive course, join analytics expert Dana DiTomaso as she unveils the full potential of GA4 for intermediate- to advanced-level users.

Learn how GA4’s innovative data streams and filters provide richer perspectives, while powerful integrations with tools like Google Ads and BigQuery enable deeper optimization across marketing channels. Discover built-in functionalities for event tracking, ecommerce analytics, and GA4’s newest feature—explorations—to extract granular, impactful details about patterns in customer behavior. By the end of this course, you’ll have acquired the skills you need to fully leverage your data, gather strategic business insights, and utilize GA4 effectively across different devices, applications, and platforms.

Learning objectives
Implement enhanced data collection and segmentation strategies using GA4 data streams and filters to capture richer, more segmented datasets and drive granular analysis.
Optimize integration with other tools like Google Ads, utilizing advanced GA4 functionality to maximize return on ad spend (ROAS) and marketing performance.
Configure implementation of key GA4 commerce and event-tracking components to generate comprehensive insights into customer behavior across core journeys and interactions.
Leverage GA4’s deeper cross-channel attribution capabilities to accurately evaluate omnichannel customer acquisition, retention, and lifetime value.
Structure highly impactful custom explorations using the full suite of GA4 visualization and configuration tools to uncover actionable patterns in the data.
Establish fully customized dashboards and reporting capabilities, taking advantage of the greater flexibility of the GA4 platform to extract key business insights.
Utilize GA4 effectively across different devices and platforms to drive reliable, accessible, and integrated analytics data for both the web and applications.

Concepts

0. Introduction

01 - Advanced Google Analytics - Diving deep in GA4
02 - What you should know

1. Attribution and Privacy in GA4

03 - How does GA4 capture information
04 - Cookie consent and GA4 modelling
05 - GA4 attribution - First user vs. session

2. Leveraging GA4 for Greater Insight

06 - Surveying advanced GA4 property settings
07 - Configuring your data stream in GA4
08 - Implementing data filters in GA4

3. Working with Events in GA4

09 - Working with automatically captured events in GA4
10 - Creating and modifying events in GA4
11 - Using event parameters effectively in GA4
12 - Using custom dimensions and metrics in GA4
13 - Creating calculated metrics in GA4
14 - Configuring key events in GA4
15 - Troubleshooting events with the DebugView in GA4

4. Users and Audiences in GA4

16 - Tracking users and implementing User ID tracking in GA4
17 - Building audiences in GA4
18 - Using audience triggers in GA4

5. Custom Reports and Explorations in GA4

19 - Using comparisons and filters in GA4 reports
20 - Modifying and creating reports in GA4
21 - Changing the Reports menu in GA4
22 - Using explorations in GA4
23 - Creating a free form exploration in GA4
24 - Creating a funnel exploration in GA4
25 - Creating a path exploration in GA4
26 - Creating a segment overlap exploration in GA4
27 - Creating a user explorer exploration in GA4
28 - Creating a cohort exploration in GA4
29 - Creating a user lifetime exploration in GA4

6. Enhancing GA4 Data

30 - Creating a custom channel group in GA4
31 - Configuring insights and alerts in GA4
32 - Cross-domain tracking in GA4
33 - Product linking in GA4

Conclusion

34 - Keeping current on features and functionality as GA4 evolves

Advanced Google Analytics 4 (GA4)

Authors

Dana DiTomaso