Learning path

The ABC of GA4 for Marketers

Use GA4 to judge channels, campaigns and products fairly.

Who it's for

Acquisition, CRM, e-commerce and trading teams who report from GA4.

What you'll be able to do

• Know which acquisition questions GA4 answers, and why it never matches your ad platforms
• Set UTM conventions and ask for the right key events
• Link Google Ads, Search Console and Merchant Center
• Compare attribution models and know their limits
• Read e-commerce reports and build audiences
• Run tracking as a team with a shared tracking plan

The steps

1. GA4 for Marketers: The Acquisition Questions It Answers and Why Its Numbers Never Match Your Ad Platforms
2. How Marketers Should Ask for GA4 Tracking: UTM Conventions, Key Events and Ad Platform Links
3. Attribution in GA4 for Marketers: Models, Conversion Paths and How to Judge Channels Fairly
4. GA4 E-commerce Reports for Marketers and Merchandisers: Products, Promotions, Audiences and Revenue
5. GA4 Audit Checklist for E-commerce: The Checks That Make Your Data Trustworthy
6. The GA4 Tracking Plan: How Product, Design, Engineering and Marketing Request, Build and Check Tracking Together