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Learn Google Analytics 4 in 2025

The Complete Course

4.7 Filled star Filled star Filled star Filled star Half star
Based on 61 ratings
Auke Hilbrands

Welcome to Learn Google Analytics 4 in 2025 | The Complete Course — your complete, step-by-step guide to mastering GA4, even if you’re a total beginner.

Whether you're a beginner, digital marketer, webshop owner, or want to upskill, this course is designed to help you gain practical, real-world skills in Google Analytics 4. With the transition from Universal Analytics to GA4, it's never been more important to learn how to track user behaviour, measure performance, and make data-driven decisions.

In this course, you’ll learn how to:

Read more

Welcome to Learn Google Analytics 4 in 2025 | The Complete Course — your complete, step-by-step guide to mastering GA4, even if you’re a total beginner.

Whether you're a beginner, digital marketer, webshop owner, or want to upskill, this course is designed to help you gain practical, real-world skills in Google Analytics 4. With the transition from Universal Analytics to GA4, it's never been more important to learn how to track user behaviour, measure performance, and make data-driven decisions.

In this course, you’ll learn how to:

  • Set up a Google Analytics 4 account from scratch - the right way.

  • Install GA4 on websites built with WordPress, Wix, Squarespace, Shopify, custom-coded or any other builder

  • Understand the GA4 dashboard and core features like Reports, Explore, and Admin

  • Track events and conversions using tags and data streams

  • Build custom explorations such as funnels, paths, and user segments

  • Create your own personal GA4 Dashboard

  • Connect GA4 to Google Ads and analyze ad performance

  • Use filters, comparisons, UTM parameters, and attribution models

  • Apply your skills through real-world assignments and examples

The course includes 100+ video lectures, resources, templates, and practice activities to reinforce your learning.

No prior analytics knowledge is required — we’ll guide you through everything in a clear, hands-on way.

By the end of this course, you’ll feel confident using GA4 to understand your audience, improve your website, or grow your business.

Let’s get started – enroll today and become a Google Analytics 4 pro.

Enroll now

What's inside

Learning objectives

  • Install google analytics correctly on any website
  • Understand the ga4 dashboard, including admin settings
  • Build custom reports
  • Analyze data to make data-driven decisions
  • Answer real-world business questions using data in ga4

Syllabus

Learn what GA4 is, how it works, and how to set up your first account and property from scratch.
Welcome to your first lesson!

Learn how GA4 accounts, properties, and data streams are structured.

Read more

Step-by-step guide to setting up your GA4 account and property.

Understand what GA4 is, its purpose, and why it's different from Universal Analytics.

Learn how to access and use the GA4 demo account for safe practice.

Learn how to switch between the GA4 demo account and a regular account.

Explore the GA4 Home page and understand the overview metrics.

Navigate GA4 reports and understand default reporting features.

Dive into the Explore section for deep custom data analysis.

Explore the advertising section to evaluate ad campaign performance.

Understand what you can manage in the GA4 Admin section.

Understand what tags are and how they help track user interactions.

Set up a data stream to start collecting website or app data in GA4.

Learn the three different ways to install Tags on your website and pick the best for your situation.

Use browser plugins to test and debug your GA4 setup.

Install GA4 on a WordPress site using plugins like SiteKit.

Learn how to add GA4 to your Wix website easily.

Install GA4 on your Squarespace site for tracking visitors.

Add GA4 tracking to your Shopify store for Ecommerce insights.

Find official documentation to troubleshoot and learn more.

Learn how to plan GA4 advertising strategies and structure.

Understand how standard GA4 reports are structured and grouped.

Learn how dimensions help break down and segment your GA4 data.

Explore key GA4 metrics like users, sessions, and engagement.

Navigate GA4 reports and understand default reporting features and how to save them.

See the standard GA4 reports most frequently used by pros.

Customize your reports using filters and comparison tools.

Understand what UTMs are and how to use them for campaign tracking.

Helpful tools when working with UTMs.

Learn to build your first exploration with GA4's Explore tool.

Get familiar with different exploration types in GA4.

Create flexible, custom data views with free form exploration.

Analyze user behavior over time using cohort exploration.

Build funnels to track user journey stages and drop-offs.

Understand how to build and apply user segments in GA4.

See how different user segments overlap in your data.

Track the paths users take through your site with path exploration.

Measure long-term value of users with the User Lifetime report.

Learn how to share or export your custom reports.

Understand how GA4 tracks user actions as events.

Learn about automatic, recommended, and custom event types.

Build a report that shows an overview of performance by page

Build a report that shows traffic trend over time

Build a report that shows an overview of events that fired

Build a report that shows event count, sorted by page

Which locations do purchases and sessions come from? This report will tell you.

Build a report that shows which items are generating the most revenue.

Build a report that shows which sources are generating the most revenue.

Build a report that shows where users are dropping off during the checkout funnel.

Build a report to understand the events that fire during the checkout process on any webshop.

Build a report that shows the conversion rate of a pop-up on your website.

Build a report to understand the overlap of purchasers with paid/organic or web/mobile traffic.

Connect your Google Ads account to GA4 for ad insights.

Understand different attribution models and how they impact reporting.

Explore advertising segments to evaluate ad campaign performance.

Use the Setup Assistant to configure GA4 easily.

Manage high-level account settings and permissions.

Configure property-level details and data sharing options.

Learn the most important Data Stream settings.

Control how GA4 collects, modifies, and processes your data.

Set how your collected data is displayed and structured in GA4.

Link GA4 to other Google products like Ads, Search Console, and BigQuery.

Make sure to connect with me on LinkedIn: https://www.linkedin.com/in/aukehilbrands/

Thank you so much for following this course! If you're happy with where you're at now, please make sure to leave a positive review. It would help me and the course out a lot!

For now, enjoy your new skills and I'll see you in another course :)

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Career center

Learners who complete Learn Google Analytics 4 in 2025 | The Complete Course will develop knowledge and skills that may be useful to these careers:
Web Analyst
A Web Analyst is a specialist focused on understanding visitor behavior on websites and digital platforms. This role involves collecting, processing, and analyzing web usage data to provide actionable insights that improve online performance. Learners attracted to this role will find the "Learn Google Analytics 4 in 2025 | The Complete Course" exceptionally relevant. The course directly equips you with the skills to set up GA4 accounts, navigate its dashboard, build custom reports, and conduct deep custom data analysis using the Explore tool. Mastering funnels, paths, and user segments—as taught in the course—is fundamental for a Web Analyst to identify user journeys and optimize website elements. This course is a direct path to developing the core competencies required for this career.
See salaries and explore the career path for Web Analyst
Conversion Rate Optimization Specialist
A Conversion Rate Optimization Specialist focuses on improving the percentage of website visitors who complete a desired action, such as making a purchase or filling out a form. This role is inherently data-driven, requiring deep analysis of user behavior. The "Learn Google Analytics 4 in 2025 | The Complete Course" is an exceptional resource for this career path. The course teaches how to build custom explorations like funnels and path analyses, which are critical for identifying where users drop off and understanding their journey. Learning to track events and conversions, and analyzing specific reports like checkout funnels and pop-up conversion rates, directly provides the tools a Conversion Rate Optimization Specialist needs to diagnose issues and test solutions effectively.
See salaries and explore the career path for Conversion Rate Optimization Specialist
Paid Advertising Specialist
A Paid Advertising Specialist manages pay-per-click PPC campaigns across platforms like Google Ads, aiming to drive targeted traffic and conversions. Success in this role hinges on precise performance measurement and optimization. The "Learn Google Analytics 4 in 2025 | The Complete Course" is incredibly valuable for a Paid Advertising Specialist. The course explicitly covers connecting GA4 to Google Ads and analyzing ad performance, as well as exploring advertising segments. Deep dives into understanding different attribution models and applying UTM parameters—skills directly taught in the course—are crucial for accurately measuring campaign effectiveness and optimizing budget allocation. This course helps ensure you can make data-driven decisions for maximum return on ad spend.
See salaries and explore the career path for Paid Advertising Specialist
Digital Marketing Specialist
A Digital Marketing Specialist plans, executes, and optimizes online marketing campaigns across various channels. Understanding campaign performance and user engagement is crucial for this role. The "Learn Google Analytics 4 in 2025 | The Complete Course" provides indispensable skills for aspiring Digital Marketing Specialists. You will learn to track events and conversions, essential for measuring campaign success and attributing results. Connecting GA4 to Google Ads and understanding attribution models, as covered in the course, directly supports optimizing ad spend and improving return on investment. This course helps build a foundation in data-driven decision-making, which is vital for effective digital marketing strategies.
See salaries and explore the career path for Digital Marketing Specialist
Growth Marketer
A Growth Marketer focuses on scaling a company's customer base, revenue, and product engagement through experimentation and data-driven strategies across the entire user funnel. This role inherently relies on robust analytics. The "Learn Google Analytics 4 in 2025 | The Complete Course" is incredibly pertinent for aspiring Growth Marketers. The course directly teaches how to track user behavior, measure performance, and make data-driven decisions, which are core tenets of growth marketing. By mastering custom explorations such as funnels, paths, and user segments, you gain the ability to analyze every stage of the customer journey, identify bottlenecks, and develop targeted experiments to drive acquisition, activation, retention, and revenue, accelerating business growth.
See salaries and explore the career path for Growth Marketer
E-commerce Manager
An E-commerce Manager oversees the online sales operations of a business, focusing on driving revenue, optimizing customer experience, and managing product listings. This role heavily relies on data to understand sales performance and customer behavior. The "Learn Google Analytics 4 in 2025 | The Complete Course" is highly beneficial for aspiring E-commerce Managers, providing specific modules on installing GA4 on Shopify and building reports to track purchases, revenue, and checkout funnels. Understanding user segments and path explorations, as taught in the course, allows an E-commerce Manager to identify customer drop-off points and optimize the online shopping experience to boost conversions and business growth.
See salaries and explore the career path for E-commerce Manager
Marketing Analyst
A Marketing Analyst interprets marketing campaign data, consumer behavior, and market trends to provide insights that inform strategic business decisions. This role requires strong analytical skills and proficiency in measurement tools. The "Learn Google Analytics 4 in 2025 | The Complete Course" helps build a strong foundation for this career, focusing on how to analyze data to make data-driven decisions and answer real-world business questions using GA4. Learning to build custom reports, understand key metrics and dimensions, and utilize the Explore tool for deep custom data analysis are all core competencies that a Marketing Analyst employs to assess marketing effectiveness and identify growth opportunities.
See salaries and explore the career path for Marketing Analyst
Search Engine Optimization Specialist
A Search Engine Optimization Specialist works to improve a website's visibility on search engines, focusing on organic traffic acquisition. Understanding how users interact with content once they arrive is key. The "Learn Google Analytics 4 in 2025 | The Complete Course" provides useful skills for a Search Engine Optimization Specialist. While not directly about SEO tactics, the course teaches how to analyze traffic sources, understand user engagement on specific pages, and track paths users take through your site. By learning to build custom reports on high active user pages, engagement time, and pages with high exits, you can gain insights into content performance and identify areas for SEO improvement, ultimately enhancing organic search results.
See salaries and explore the career path for Search Engine Optimization Specialist
Website Manager
A Website Manager is responsible for the overall daily operation, performance, and user experience of a website. This involves content updates, technical maintenance, and performance monitoring. The "Learn Google Analytics 4 in 2025 | The Complete Course" provides fundamental skills for a Website Manager. The course teaches how to install GA4 correctly on any website and understand its dashboard and reporting features. By learning to track user behavior, analyze traffic sources, and identify pages with high exits or engagement, a Website Manager can make data-driven decisions to improve site navigation, content effectiveness, and overall user experience, ensuring the website performs optimally to meet business objectives.
See salaries and explore the career path for Website Manager
Content Strategist
A Content Strategist plans, develops, and manages content initiatives to achieve specific business objectives, such as brand awareness or lead generation. Measuring content performance is essential for this role. The "Learn Google Analytics 4 in 2025 | The Complete Course" is helpful for a Content Strategist, providing insights into how users consume and engage with website content. The course teaches you to build reports that show performance by page, high engagement pages, and pages with the highest number of exits, allowing you to understand what content resonates and where improvements are needed. By analyzing user behavior through GA4, a Content Strategist can refine content topics, formats, and distribution channels to better meet audience needs and business goals.
See salaries and explore the career path for Content Strategist
Marketing Operations Specialist
A Marketing Operations Specialist streamlines marketing processes, manages marketing technology stacks, and ensures data integrity to improve efficiency and effectiveness of marketing activities. Expertise in analytics tools is often a core requirement. The "Learn Google Analytics 4 in 2025 | The Complete Course" can be very helpful for a Marketing Operations Specialist. The course covers setting up GA4 accounts, installing GA4 on various platforms like WordPress or Shopify using tags and data streams, and configuring the Admin panel property settings. These practical skills enable a Marketing Operations Specialist to correctly implement and manage the analytics infrastructure, ensuring accurate data collection and robust reporting that supports wider marketing strategy and operational excellence.
See salaries and explore the career path for Marketing Operations Specialist
Product Manager
A Product Manager guides the strategy, roadmap, and feature definition for a product throughout its lifecycle. For digital products, understanding user interaction is paramount for successful development and iteration. The "Learn Google Analytics 4 in 2025 | The Complete Course" is useful for a Product Manager, especially one overseeing web-based platforms. The course's focus on tracking user behavior, building custom explorations like funnels and user segments, and understanding user lifetime value can provide critical data insights. This knowledge helps a Product Manager make informed decisions about product features, identify areas for improvement in user flow, and validate the impact of new releases, thereby enhancing the overall product experience and achieving product-market fit.
See salaries and explore the career path for Product Manager
Data Analyst
A Data Analyst collects, processes, and performs statistical analyses on data to translate numbers into plain language insights. This role frequently works with various data sets, including those from web platforms. The "Learn Google Analytics 4 in 2025 | The Complete Course" is useful for a Data Analyst, as it deepens your understanding of a significant source of digital behavioral data. The course teaches you how to analyze data to make data-driven decisions and answer real-world business questions using GA4, which are transferable analytical skills. Proficiency in building custom reports, understanding metrics and dimensions, and using exploration tools, as detailed in the syllabus, helps in extracting meaningful insights from web data. Many Data Analyst roles typically require an advanced degree.
See salaries and explore the career path for Data Analyst
User Experience Designer
A User Experience Designer focuses on creating products that provide meaningful and relevant experiences to users, which involves understanding user behaviors, needs, and motivations. The "Learn Google Analytics 4 in 2025 | The Complete Course" is useful for a User Experience Designer. While UX design is broad, the course's emphasis on tracking user behavior, building custom explorations like funnels and path analyses, and creating reports on user journeys helps a designer understand how users interact with a website or app. This data-driven insight can inform design decisions, identify pain points in user flows, and validate the impact of design changes, ultimately leading to more user-friendly and effective digital experiences.
See salaries and explore the career path for User Experience Designer
Business Intelligence Analyst
A Business Intelligence Analyst uses data to provide insights and reports that help organizations make better strategic decisions. While this role often involves broader data sources, web analytics forms a key component for many businesses. The "Learn Google Analytics 4 in 2025 | The Complete Course" may be useful for a Business Intelligence Analyst. It equips you with the ability to extract, analyze, and interpret valuable website and app user data from GA4. Learning to connect GA4 to other Google products like BigQuery, as covered in the course, provides a pathway to integrating web analytics data into larger BI systems. This course can help you contribute specific digital insights to a company's overall business intelligence strategy. Many Business Intelligence Analyst roles typically require an advanced degree.
See salaries and explore the career path for Business Intelligence Analyst

Reading list

We've selected 50 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Learn Google Analytics 4 in 2025 | The Complete Course.
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Digital Marketing Strategy
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Provides an exhaustive, highly structured framework for planning, executing, and evaluating cross-channel digital marketing initiatives. Simon Kingsnorth systematically dissects search optimization, programmatic media, content distribution, and automation workflows. It serves as an indispensable reference for practitioners seeking to build cohesive, revenue-aligned digital engines.
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Inbound Marketing, Revised and Updated
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Articulates the seminal inbound philosophy that transformed digital customer acquisition from intrusive outbound interruption to magnetic content-led discovery. Brian Halligan and Dharmesh Shah unpack search visibility, blogging cadence, social reach, and lead nurturing. It offers founders and marketers a proven blueprint for sustainable organic growth.
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Python for Data Analysis
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The third edition of the essential guide to data wrangling with pandas, NumPy, and Jupyter in Python. Updated for newer versions of the libraries, this book remains a core resource for anyone performing data analysis in Python. It widely used textbook and reference for its clear explanations and practical examples.
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They Ask, You Answer
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Web Analytics 2.0
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Permission Marketing
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Building a StoryBrand 2.0
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Everybody Writes
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Google BigQuery: The Definitive Guide
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While not exclusively about GA4, this book is highly relevant for those looking to deepen their understanding of GA4 data when exported to BigQuery. It's a definitive guide to BigQuery, covering data warehousing, analytics, and machine learning. Given the strong integration between GA4 and BigQuery, this book is essential for advanced analysis and contemporary data activation use cases.
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Ultimate Guide to Google Ads
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This guide offers a comprehensive introduction to the Google Ads platform, covering everything from setup and targeting to bidding and campaign management. If you're new to Google Ads, this great starting point.
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Advanced Google AdWords
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Must-read for any business that wants to take their Google Ads campaigns to the next level. It covers advanced topics such as retargeting, conversion optimization, and cross-device tracking.
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Web Analytics
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Traction
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Introduces the Bullseye framework to help teams systematically discover, test, and scale the most productive customer acquisition channels among nineteen distinct options. Gabriel Weinberg and Justin Mares emphasize rapid experimentation, channel metrics, and iterative validation, preventing growth teams from prematurely locking into ineffective channels.
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Google Analytics
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Is recommended for those who want to dive deep into the functionality and insights offered by Google Analytics 4. It covers setup to data analysis, making it suitable for deepening understanding.
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Epic Content Marketing: How to Tell a Different...
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The AI Marketing Playbook
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Google Analytics Breakthrough
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While not solely focused on GA4, this book offers a comprehensive approach to mastering Google Analytics for business impact. It covers strategy, implementation, reporting, insights, and optimization. Given the authors' expertise, it's likely to provide valuable context and advanced techniques applicable to GA4, making it suitable for deepening understanding and seeing how GA4 fits into a broader analytics strategy.
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Storytelling with Data
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Focuses on the crucial skill of communicating insights from data effectively through compelling visualizations. is highly relevant for all levels, emphasizing the importance of clear and impactful data presentation. It is valuable additional reading that complements technical data analysis skills.
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Attribution Modelling in Google Ads and Facebook
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Another valuable free e-book for beginners, this resource covers the introduction to GA4, its benefits, account hierarchy, and key differences from Universal Analytics. It's useful for understanding the foundational aspects of GA4 and why migrating from the previous version is important. is helpful for providing background knowledge.
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Marketing Wins
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Naked Statistics: Stripping the Dread from the Data
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The 22 Immutable Laws of Marketing
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The 22 Immutable Laws of Marketing: Exposed and...
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This resource, likely a course or a book based on the course title, focuses on Google Tag Manager (GTM). Since GTM primary method for implementing and managing GA4 tags and events, a strong understanding of GTM is crucial for effective GA4 deployment. While not directly about GA4, it provides essential prerequisite knowledge for implementation.
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Google Tag Manager Zero To Hero
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The Ultimate Lead Generation Plan
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Comprehensive guide to using Google Ads to generate leads for your business. It covers everything you need to know, from creating effective ads to tracking your results.
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How to Lie with Statistics
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A timeless classic that remains highly relevant today. exposes common ways statistics can be manipulated or misinterpreted, fostering a critical eye essential for anyone working with data. It's valuable for all levels, from high school to professional, as it highlights the importance of data integrity and ethical considerations. This serves as crucial additional reading to develop data literacy.
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SQL Queries 2012 Joes 2 Pros®
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SQL fundamental skill for data analysis, and this book delves into advanced techniques for working with data in databases. It's essential for anyone who needs to retrieve and manipulate data stored in relational databases. It serves as a valuable reference for more complex data extraction and transformation tasks.
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Comprehensive guide to using Google Ads (formerly known as Google AdWords) for beginners. It covers everything you need to know, from setting up your account to creating effective campaigns.
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Always Be Testing
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A practical guide to using Google Analytics, covering key features, implementation, data analysis, and reporting, with a focus on actionable insights for improving website performance and marketing effectiveness.
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Measuring the Digital World
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A comprehensive overview of digital analytics, covering key concepts, frameworks, and case studies, emphasizing the strategic use of data to improve marketing and business outcomes.
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The Signal and the Noise
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Explores the world of prediction and forecasting across various fields, demonstrating how data analysis and statistical modeling are used in practice. It's particularly engaging for undergraduate and graduate students interested in the application of data analysis in real-world scenarios. It adds breadth by showcasing diverse applications and the challenges involved in making accurate predictions.
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Effort
5.5 total hours
Via
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Instructor
Auke Hilbrands
Language
English
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