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Google Analytics for Beginners

Marketing Essentials

This beginner-friendly guided project focuses on using Google Analytics 4 (GA4) to track and report on key e-commerce metrics. Learners will gain hands-on experience setting up GA4 for an e-commerce website, tracking important user actions like product views, add-to-cart events, and purchases, and creating custom reports that provide valuable insights into their online store's performance.

Learners will also learn how to read and analyze conversion funnels, to understand where users drop out of the funnel, and how to compare different traffic sources, and performance across different devices.

By the end of the course, learners will be equipped with the knowledge and skills needed to effectively monitor and enhance their e-commerce success with GA4.

This course is aimed at learners who are looking to use GA4 to analyze user behaviour on an ecommerce store. Access to a GA4 property and basic knowledge of ecommerce metrics are required.

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What's inside

Syllabus

Project Overview

Good to know

Know what's good

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, and possible dealbreakers

Focuses on using Google Analytics 4 (GA4) to track and report on key e-commerce metrics, which is essential for understanding online store performance

Teaches how to read and analyze conversion funnels, which helps identify where users drop out and optimize the customer journey

Requires access to a GA4 property and basic knowledge of e-commerce metrics, which may pose a barrier for some beginners

Covers how to compare different traffic sources and performance across different devices, which is crucial for making informed marketing decisions

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Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Google Analytics for Beginners: Marketing Essentials with these activities:

Review E-commerce Metrics

Show steps

Solidify your understanding of key e-commerce metrics before starting the course to better grasp the significance of GA4 tracking and reporting.

Show steps

Identify the most important metrics for e-commerce success.
Define each metric and explain how it is calculated.
Research industry benchmarks for these metrics.

Read 'Google Analytics 4 Demystified'

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Enhance your understanding of GA4's features and functionalities by reading this book.

View Putting Knowledge to Work on Amazon

Show steps

Read the book and take notes on key concepts.
Identify how the concepts relate to e-commerce and GA4.
Consider how you can apply these concepts to your own e-commerce business.

Read 'Lean Analytics'

Show steps

Gain a deeper understanding of how to use data to drive e-commerce growth by reading this book.

View Lean Analytics: Use Data to Build a Better... on Amazon

Show steps

Read the book and take notes on key concepts.
Identify how the concepts relate to e-commerce and GA4.
Consider how you can apply these concepts to your own e-commerce business.

Four other activities

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Set up GA4 for a Demo E-commerce Site

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Practice setting up GA4 on a demo e-commerce site to reinforce your understanding of the setup process and tracking implementation.

Show steps

Find or create a simple demo e-commerce website.
Create a GA4 property for the demo site.
Implement GA4 tracking code on the demo site.
Configure key e-commerce events like product views and purchases.

Create a GA4 E-commerce Report Template

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Develop a reusable report template for GA4 e-commerce data to streamline future analysis and reporting efforts.

Show steps

Identify the most important e-commerce metrics to track.
Design a report template that effectively visualizes these metrics.
Populate the template with sample data from a GA4 property.
Document the purpose and usage of each section of the report.

Explore Advanced GA4 E-commerce Tracking

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Deepen your knowledge of GA4 by exploring advanced tracking techniques for e-commerce, such as custom dimensions and metrics.

Show steps

Research advanced GA4 tracking features for e-commerce.
Find tutorials or documentation on implementing these features.
Experiment with implementing these features on a demo site.

Present E-commerce Insights from GA4

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Create a presentation summarizing key e-commerce insights derived from GA4 data to demonstrate your analytical skills.

Show steps

Analyze GA4 data for a specific e-commerce website.
Identify key trends and insights related to user behavior and performance.
Create a presentation that effectively communicates these insights.
Practice presenting the insights to an audience.

Career center

Learners who complete Google Analytics for Beginners: Marketing Essentials will develop knowledge and skills that may be useful to these careers:

Web Analytics Specialist

A Web Analytics Specialist is an expert in using web data to provide insights for improvement, and this course aligns perfectly with this role. This course provides direct, hands-on experience with Google Analytics 4, the tool used by many in this profession. The course teaches learners how to track user actions, create reports, understand conversion funnels, and compare traffic sources, which directly aligns to the main work of a Web Analytics Specialist. Since web analytics is the focus of this role and this course, this course builds necessary skills to succeed as a Web Analytics Specialist.

See salaries and explore the career path for Web Analytics Specialist

E-commerce Analyst

An E-commerce Analyst is responsible for analyzing online sales data to gain business insights, making this course a perfect fit. The course provides a strong foundation in GA4, teaching learners how to track key metrics for an e-commerce website including product views, add-to-cart events, and purchases. The custom report creation skills taught in the course will be highly useful for creating dashboards and presentations for stakeholders, and analyzing conversion funnels from different traffic sources, as is done in this course, is a core function of an E-commerce Analyst. It is also highly useful to understand the differences in performance across different devices.

See salaries and explore the career path for E-commerce Analyst

Conversion Rate Optimization Specialist

A Conversion Rate Optimization Specialist focuses on improving the percentage of website visitors who complete a desired action, and this course provides a strong foundation for that role. This course teaches how to track user actions, analyze conversion funnels to identify drop-off points, and compare different traffic sources, and all of these are skills essential for a Conversion Rate Optimization Specialist. Understanding how website performance varies across different devices, which is covered in the course, is also important. Those seeking a career as a Conversion Rate Optimization Specialist may find this course especially useful.

See salaries and explore the career path for Conversion Rate Optimization Specialist

Digital Marketing Analyst

A Digital Marketing Analyst uses data to understand and optimize online marketing campaigns, making the course highly relevant. This role requires the ability to interpret website traffic and user behavior, a skill directly developed by this course, where learners analyze e-commerce metrics, track user actions, and create custom reports to assess online store performance. This course will be useful for anyone analyzing e-commerce user funnels and traffic sources, which directly contributes to a Digital Marketing Analyst's ability to improve campaign performance. Analyzing conversion funnels to identify areas of user drop-off, as taught in the course, will be a valuable skill in this role.

See salaries and explore the career path for Digital Marketing Analyst

Marketing Data Analyst

A Marketing Data Analyst specializes in using data to inform marketing strategies, making this course a particularly strong match. This course allows learners to gain practical experience setting up Google Analytics for an e-commerce website and tracking key user interactions. The ability to analyze conversion funnels as well as traffic sources, and interpret how user behavior impacts online store performance, as is done in this course, is essential for a Marketing Data Analyst. This course teaches the specific skills needed to produce marketing reports based on web data, a core responsibility for a Marketing Data Analyst.

See salaries and explore the career path for Marketing Data Analyst

Online Retail Manager

An Online Retail Manager oversees the operations of an online store, making the skills learned in this course directly relevant. The course teaches the use of Google Analytics 4 to track key e-commerce metrics such as product views, add-to-cart actions, and purchases, as well as tracking user behavior. An Online Retail Manager will benefit from skills learned in this course to generate custom reports, analyze conversion funnels, and compare different traffic sources. This course provides a strong foundation for anyone moving into a role as an Online Retail Manager.

See salaries and explore the career path for Online Retail Manager

Website Manager

A Website Manager oversees the performance and user experience of a website, and this course offers critical skills for this role. This course focuses on analyzing user behavior on an e-commerce website, specifically with Google Analytics 4. Tracking user actions, creating reports, understanding conversion funnels, and comparing performance on different devices, as taught in this course, are essential for a Website Manager. This course may help a Website Manager to make data-driven decisions to improve the website.

See salaries and explore the career path for Website Manager

Marketing Manager

A Marketing Manager develops and oversees marketing campaigns, so this course provides valuable insights by helping one understand how to interpret online metrics. A Marketing Manager needs to understand how well their marketing efforts are performing, and this course teaches how to monitor user behavior and analyze conversion funnels, essential for making data-driven marketing decisions. By learning how to track user actions and traffic sources using Google Analytics, as is taught in this course, a Marketing Manager better makes informed decisions in campaigns. The course may be useful for a Marketing Manager.

See salaries and explore the career path for Marketing Manager

Business Intelligence Analyst

A Business Intelligence Analyst interprets data to improve business strategies, making the course relevant for the web data they often analyze. Learners will gain hands-on experience with GA4 by tracking key metrics for an e-commerce website, which allows them to understand user behavior. By learning to analyze user funnels and create custom reports, as is done during the course, a Business Intelligence Analyst will be able to provide actionable insights. This course may be useful for a Business Intelligence Analyst.

See salaries and explore the career path for Business Intelligence Analyst

Digital Strategist

A Digital Strategist develops online strategies using data insights, skills that are built by this course. The course directly teaches how to use GA4 to track user actions and measure marketing performance. A Digital Strategist can use the custom reports produced during this course to inform and improve digital strategies. Understanding user funnels and comparing performance of traffic sources, as is taught in the course, will allow a Digital Strategist to make better informed decisions. This course may be useful for a Digital Strategist.

See salaries and explore the career path for Digital Strategist

Customer Experience Analyst

A Customer Experience Analyst focuses on understanding how customers interact with a business, and this course provides skills to analyze website interactions. While this course concentrates on GA4, it provides valuable tools to analyze how users behave on a website, for example, how often do they visit certain pages, how far do they go down the funnel, and the traffic sources they tend to use. These skills are important for a Customer Experience Analyst. Therefore, this course may be particularly useful for someone in such a role.

See salaries and explore the career path for Customer Experience Analyst

Sales Analyst

A Sales Analyst focuses on analyzing sales data to improve the efficiency of sales processes, and this course provides relevant experience in understanding online sales data. This course provides experience in tracking purchases and analyzing conversion funnels for an e-commerce website. A Sales Analyst can use the skills taught in this course to understand which traffic sources are most effective and how users interact with the website before making a purchase. The skills learned in this course will help a Sales Analyst in identifying areas for improvement in the sales funnel. This course may be useful for a Sales Analyst.

See salaries and explore the career path for Sales Analyst

Search Engine Optimization Specialist

A Search Engine Optimization Specialist uses data to improve website rankings and organic traffic, which makes this course relevant. This course focuses on the data analysis side of digital marketing, helping learners track traffic sources, analyze user behavior, and identify drop off points in conversion funnels, skills valuable to a Search Engine Optimization Specialist. Although this course does not focus on creating content and technical optimization, understanding how users interact with a website and the traffic sources they use is essential for anyone in this profession. This course may be helpful for a Search Engine Optimization Specialist.

See salaries and explore the career path for Search Engine Optimization Specialist

Social Media Analyst

A Social Media Analyst interprets data from social media platforms to measure the effectiveness of campaigns, and this course can help with data analysis by introducing Google Analytics. While the course does not focus on social media metrics, it teaches learners how to track user actions and traffic sources using GA4, which can also be useful for a Social Media Analyst for cross-platform insights. Learning how to analyze user funnels and interpret results, as done in this course, can be applied to understanding user behavior on social media. This course may be useful for a Social Media Analyst.

See salaries and explore the career path for Social Media Analyst

Market Research Analyst

A Market Research Analyst researches market trends and user behaviors, and this course provides skills to analyze online user interactions. While this course focuses on website traffic rather than external market research, it teaches how to track user actions and traffic sources within an ecommerce environment. Further, it teaches how to generate custom reports and analyze conversion funnels, which are important skills for any Market Research Analyst. This course may be useful for a Market Research Analyst.

See salaries and explore the career path for Market Research Analyst

Reading list

We've selected two 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 Google Analytics for Beginners: Marketing Essentials.

Lean Analytics

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Provides a framework for using data to make informed decisions about your business. It covers a wide range of analytics topics, including customer acquisition, conversion optimization, and product development. It is particularly useful for understanding how to apply analytics to e-commerce businesses and startups. This book provides additional depth to the course by providing a broader context for using GA4.

Lean Analytics: Use Data to Build a Better Startup...

Paperback

(Español) Lean Analytics: Cómo utilizar los datos para crear...

Kindle Edition

(中文) 精益数据分析...

Kindle Edition

Putting Knowledge to Work

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Provides a comprehensive guide to Google Analytics 4, covering everything from basic setup to advanced analysis techniques. It is particularly useful for understanding the new features and changes in GA4 compared to previous versions of Google Analytics. This book useful reference tool for understanding the intricacies of GA4. It adds more depth to the existing course by providing a more detailed explanation of GA4's features and functionalities.

Putting Knowledge to Work

Paperback

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Putting Knowledge to Work

Kindle Edition

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Effort

1 hour 30 minutes

Level

Introductory

Via

Coursera

Institution

Coursera Project Network

Instructor

Abbie Poots

Session

January 13, 2025 - January 27, 2025

Language

English

Good to know

Focuses on using Google Analytics 4 (GA4) to track and report on key e-commerce metrics, which is essential for understanding online store performance

Teaches how to read and analyze conversion funnels, which helps identify where users drop out and optimize the customer journey

Requires access to a GA4 property and basic knowledge of e-commerce metrics, which may pose a barrier for some beginners

Covers how to compare different traffic sources and performance across different devices, which is crucial for making informed marketing decisions

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