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All lessons in Digital and Web Analytics Lesson 4.1 of 32

Module 1: Introduction to Digital Analytics

  1. 1.1What is digital analytics?
  2. 1.2The four types of analytics
  3. 1.3Connecting analytics to business objectives and KPIs

Module 2: Analytics Data and Measurement Planning

  1. 2.1How to build a measurement plan
  2. 2.2Key metrics for each marketing channel
  3. 2.3Data sources, collection, and data quality
  4. 2.4Segmentation and personalization

Module 3: Web Analytics Fundamentals

  1. 3.1Users, sessions, page views, and events
  2. 3.2Traffic sources, channels, and UTM parameters
  3. 3.3Landing pages and user behavior
  4. 3.4Engagement metrics and conversion metrics
  5. 3.5Reading reports, trends, and anomalies

Module 4: Analytics Tools and Platforms

  1. 4.1Google Analytics 4 fundamentals
  2. 4.2Google Search Console performance data
  3. 4.3Adobe Analytics overview
  4. 4.4Tag management and tracking implementation
  5. 4.5Connecting tools and choosing the right stack

Module 5: Conversion Funnels and Optimization

  1. 5.1What is a conversion?
  2. 5.2Conversion funnels and drop-off points
  3. 5.3How to calculate conversion rate
  4. 5.4Prioritizing conversion improvements
  5. 5.5Introduction to A/B testing

Module 6: Digital Marketing Performance Analysis

  1. 6.1Measuring SEO and paid advertising performance
  2. 6.2Social, content, and landing page performance
  3. 6.3Comparing acquisition channels
  4. 6.4Evaluating campaigns and avoiding vanity metrics

Module 7: Reporting, Visualization, and Insights

  1. 7.1Building a marketing performance report
  2. 7.2Data visualization and dashboards
  3. 7.3Comparing periods and benchmarking
  4. 7.4Turning data into actionable recommendations

Module 8: Analytics Projects and Practical Assessment

  1. 8.1Analytics case study: Isla Coffee Co.
  2. 8.2Final assessment: digital analytics case study

Google Analytics 4 fundamentals

What we will go through

  • How GA4 properties and data streams work
  • Automatic and enhanced measurement events
  • What each main GA4 report answers

Short answer

Google Analytics 4 is the free, most widely used web analytics platform. A property holds your data, and a data stream connects your website or app to it. Every interaction is an event, and the important ones are marked as key events. Reports cover acquisition, engagement, monetization, and retention.

Key concepts

  • Property and data streams: a property holds data; data streams connect a website or app to it.
  • Event-based model: every interaction is an event with optional parameters (for example, purchase with value and currency).
  • Enhanced measurement: page views, scrolls, outbound clicks, site search, video engagement, and file downloads are tracked without extra code.
  • Key events: events marked as important business actions.

Main report areas

Report areaAnswers
Reports snapshotHow is the site doing overall?
AcquisitionWhere do users come from?
EngagementWhat do users do on the site?
MonetizationWhat do users buy, and how much revenue?
RetentionDo users come back?
ExploreCustom analysis: funnels, paths, segments

GA4 also connects to Google Ads, Search Console, and BigQuery for deeper analysis.

Try it: explore the demo account

Step 1 of 4

Open the demo account

Search for Google Analytics demo account and open the Google Merchandise Store property.

Quick quiz

1. What connects a website to a GA4 property?
2. Which report shows where users come from?

Your action

Key terms

Property
The GA4 container that holds your data.
Data stream
The link between a website or app and a property.
Enhanced measurement
Events GA4 tracks automatically, like scrolls.
Explore
GA4's area for custom analysis.

Questions beginners ask

Is GA4 free?

Yes. GA4 360 is a paid enterprise version, but most businesses never need it.

Can I practice without a website?

Yes. Google offers a free demo account with real store data.

Related lessons

Want someone to set up your analytics and reporting while you learn? The team at Remar Digital can help.