Performance Marketing and Web Analytics with GA4

Understanding marketing data is essential for running profitable campaigns and allocating budget effectively. This text-based guide teaches you how to measure audience behavior, evaluate traffic sources, and optimize acquisition channels using GA4 and modern performance marketing frameworks. What you'll learn: Understand core performance marketing metrics, KPIs, and terminology; Configure GA4 event-based data models and key conversion events; Implement standardized UTM parameters to track campaign traffic accurately; Analyze acquisition reports and evaluate cross-channel attribution models; Construct custom exploration reports and funnel analyses to identify drop-offs; Apply privacy-conscious measurement principles and best practices in modern digital marketing. You will begin with foundational analytics concepts before moving into step-by-step reading modules covering campaign tracking, audience segmentation, and performance optimization. Designed specifically for beginners, this course requires no prior marketing or analytics experience. Start reading today to make informed, data-driven marketing decisions.