Day 1 is assigned to a specific date by the 2ME team based on your batch start date.
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📅 Week 1 · Saturday
day-06
What is Clarigital?.
Today you'll learn: what Clarigital is and why businesses pay for it — explained so clearly you could teach it to your parents by tonight.
⏱ ~20 mins
📖 Read + Quiz + Submit
✅ Need 3/5 to unlock
🔒 Saturday only
Week
Week 1 of 8
Day
6 of 56
Program
2-Month Program
📖 Read This First — About 8 Minutes
GA4 without proper event configuration is like a bank account with no transaction history. The infrastructure exists but tells you nothing.
Google Analytics 4 (GA4) is the measurement foundation for all digital marketing. Every channel connects to it — Google Ads, Meta Ads, Search Console, email platforms — and it's where you go to answer the questions that matter: which channels drive revenue, what's the conversion rate by traffic source, which landing pages perform, and where are users dropping off in the funnel.
GA4's data model is event-based, which is a fundamental departure from Universal Analytics' session-based model. In GA4, every user interaction is an event. Some events are automatically collected (page_view, session_start, first_visit). Others must be configured manually (form_submit, purchase, video_play). The practitioner must know which events matter for the business and how to configure them correctly.
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GA4 is a satellite dish, not a telescope. A telescope shows you what you point it at. A satellite dish receives signals from everywhere simultaneously. GA4 receives signals from every user interaction across every channel and device. But a satellite dish that isn't calibrated picks up noise, not signal. Proper GA4 configuration is the calibration.
⚙️
Installation
Via Google Tag Manager (recommended) or direct code. GTM allows all tags to be managed from one interface without developer involvement for each change.
📊
Key Events to Configure
Form submissions, phone click, purchase, add_to_cart, begin_checkout, file download, scroll depth, video engagement. Mark business-critical ones as 'Conversions'.
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Linking Other Tools
Link GA4 to Google Ads (import conversions), Search Console (organic data), BigQuery (raw data export). This connects the measurement layer to the campaign layer.
✅
Validation
Use GA4 DebugView (real-time event tracking) and the Chrome GA Debugger extension to verify events are firing correctly before campaigns go live.
🔮 The GA4 data retention default: GA4 defaults to 2 months of event data retention. For any serious analysis, change this to 14 months immediately after setup. This is one of the most commonly missed configuration steps. Also enable Google Signals for cross-device tracking if the audience is likely to use multiple devices.
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Read the reference page below before taking the quiz.
What is the fundamental difference between GA4's data model and Universal Analytics?
A
A: GA4 only tracks mobile, UA tracked desktop
B
B: GA4 is event-based (every interaction is an event); UA was session-based (interactions grouped into sessions)
C
C: GA4 requires payment; UA was free
D
D: GA4 only works with Google Ads; UA worked with all platforms
OK GA4's event-based model means every user interaction is a discrete event with parameters (event_name, value, etc.). UA's session-based model grouped interactions into sessions and pageviews. This fundamental difference changes how data is structured and queried.
NO GA4 is event-based: every interaction is an event. UA was session-based: interactions grouped into sessions. This changes the entire data structure and how analysis is performed.
Question 2 of 5
Why is installing GA4 via Google Tag Manager recommended over direct code installation?
A
A: GTM loads GA4 faster than direct code
B
B: GTM allows all tracking tags to be managed and updated from one interface without requiring developer code changes for each update
C
C: Direct code installation doesn't work with GA4
D
D: GTM is required by Google's terms of service
OK GTM is a container tag that manages all tracking tags from one interface. Once GTM is installed on the site (one developer task), all subsequent tracking changes - new events, conversion goals, third-party pixels - can be managed without developer involvement.
NO GTM centralises all tag management. After the one-time GTM installation, all tracking updates can be made through the GTM interface without additional developer work.
Question 3 of 5
Which GA4 configuration step is most commonly missed that significantly limits data retention?
A
A: Linking to Google Ads
B
B: Changing data retention from the 2-month default to 14 months
C
C: Enabling the GA4 DebugView
D
D: Setting up custom dimensions
OK GA4 defaults to 2 months of event data retention. For meaningful year-over-year analysis and audience building, this must be changed to 14 months immediately after setup. Missing this means losing historical data that becomes irreplaceable.
NO Data retention must be changed from 2 months to 14 months immediately after setup. This is one of the most commonly missed configurations and the loss of historical data cannot be recovered retroactively.
Question 4 of 5
Which events should be marked as 'Conversions' in GA4?
A
A: All automatically collected events
B
B: Page views and sessions
C
C: Business-critical actions: form submissions, purchases, phone clicks, key downloads - the events that represent actual business value
D
D: Only purchase events for e-commerce sites
OK Mark as conversions only the events that represent genuine business value: form_submit, purchase, phone_click, appointment_booked. This tells GA4 what to optimise for and what to show prominently in attribution reports.
NO Mark business-critical actions as conversions: form submissions, purchases, phone clicks, bookings. These are the events that represent actual business outcomes and should drive attribution analysis.
Question 5 of 5
How do you verify that GA4 events are firing correctly before a campaign goes live?
A
A: Wait 24-48 hours for data to appear in standard reports
B
B: Use GA4 DebugView combined with the GA Debugger Chrome extension to see real-time event firing
C
C: Check the Google Ads conversion data
D
D: Export data to Google Sheets and analyse manually
OK DebugView in GA4 (Realtime > DebugView) shows events firing in real time when the GA Debugger extension is active in Chrome. This allows you to trigger events manually and verify they're recording correctly with the right parameters before live traffic arrives.
NO GA4 DebugView + GA Debugger Chrome extension shows real-time event firing. This is how you validate tracking before campaigns go live - trigger each event manually and confirm it appears correctly.
–of 5
Answer all 5 questions, then check your score.
✏️ Your Task
🔒
Score 3/5 to unlock this
Complete the quiz above first. The moment you score 3 or more, this section unlocks.
🏅
🎉 Day 6 — done!
Day 7 opens Monday.
📝 Today's Task
Someone in your family runs a small business. In 3–4 sentences, explain Clarigital to them like you're actually WhatsApp-ing them right now. Your own words — not copied from the page.
Start like this: "So there's this platform I was reading about — it's basically for businesses that get too many WhatsApp messages to handle manually. It lets them..."
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Week 1 · Coming Tomorrow
Day 7 — Keyword Research - The Full ProcessOpens Monday on your assigned date.