BeginnerStart here. No prior knowledge assumed.
0 of 5 complete
Lesson 1
What is Web Analytics?
What analytics tools actually measure, the difference between sessions, users, and pageviews, and why raw numbers without context mean nothing.
Lesson 2
GA4 Setup and Configuration
Installing GA4 correctly, connecting Google Search Console, setting up basic events, and the configuration decisions that affect everything you measure later.
Lesson 3
Understanding GA4 Reports
Navigation, the standard reports, dimensions vs metrics, and how to answer basic questions about your website traffic without getting lost in the interface.
Lesson 4
Bounce Rate, Engagement Rate, and Session Quality
Why GA4 replaced bounce rate with engagement rate, what each metric actually means, and how to identify whether your traffic is genuinely interested.
Lesson 5
Setting Up Goal Tracking
Defining what counts as success for your website and configuring GA4 to track it. Conversion events, key events, and the difference between a micro and macro conversion.
What is the difference between sessions and users in GA4?
Why did GA4 replace bounce rate with engagement rate?
IntermediateBuild on the basics.
0 of 6 complete
Lesson 1
GA4 Explorations — Custom Analysis
The Explore section of GA4 — funnel exploration, path exploration, segment overlap, and how to answer questions the standard reports cannot.
Lesson 2
Google Search Console — Search Data
Impressions, clicks, average position, and CTR. How to use Search Console to understand what Google thinks your site is about and where ranking opportunities exist.
Lesson 3
Conversion Rate Optimisation Fundamentals
What CRO is, how to identify where users drop off, and the systematic approach to testing improvements that actually change business outcomes.
Lesson 4
Heatmaps and Session Recording
Tools like Hotjar and Microsoft Clarity — what they show, what they miss, and how to interpret heatmap data without jumping to wrong conclusions.
Lesson 5
UTM Parameters and Campaign Tracking
How UTM parameters work, why consistent naming matters, and building the tracking system that makes all your marketing measurable across channels.
Lesson 6
Audience Segmentation in Analytics
Building segments in GA4 to compare behaviour between different user groups — new vs returning, paid vs organic, mobile vs desktop, converters vs non-converters.
What do UTM parameters do?
What is conversion rate optimisation?
AdvancedDepth, edge cases and strategy.
0 of 4 complete
Lesson 1
Attribution Modelling
Last click vs first click vs linear vs data-driven. Why attribution is fundamentally unsolvable, what each model gets wrong, and how to make practical decisions despite imperfect data.
Lesson 2
A/B Testing and Statistical Significance
Setting up experiments, calculating sample sizes, reading results correctly, and avoiding the common mistakes that make A/B test results meaningless.
Lesson 3
Looker Studio Dashboards
Connecting GA4, Search Console, and Google Ads data to build dashboards that update automatically and communicate performance to stakeholders who will not log into GA4.
Lesson 4
Analytics Auditing
How to identify whether your analytics setup is trustworthy — common configuration errors, data quality issues, and the audit process that catches problems before they distort decisions.
Why is perfect marketing attribution impossible?
What is statistical significance in A/B testing?