Learning Paths

Opportunities to improve usage of Google Analytics

Learn how to review how you use Google Analytics to improve digital marketing effectiveness

Module purpose

Even though it has been available since 2005, Google continues to improve and refine the functionality and reporting provided. This means that there are always new opportunities to find insights in the data collected from visits to your website.

In this module, you’ll learn how to review your use of Google Analytics to improve digital marketing effectiveness. We’ll explain the eight most useful reports that can help you answer questions about how to improve your organization’s digital marketing.

Updated guidance is included for Google’s new version of Analytics: GA4, alongside Universal Analytics examples.

How is the Learning Path structured?

  • Objectives
  • Are you ready for GA4?
  • How do you use Analytics?
  • Asking the right questions
  • Account organization in Google Analytics
  • Google Marketing Platform products
  • Google’s supporting documentation and learning materials
  • Summary

Learning Objectives

  • Review how the main reports in Google Analytics are structured and how you can use them to support decisions to review and improve your digital marketing.
  • Understand reporting differences between Universal Analytics and the new Google Analytics 4.
  • Review the range of tools and information sources available from Google to assess their relevance for an organization

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This module is in the Google Analytics Learning Path

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Individual members get full access to this and 4 other Learning Paths.

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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