Unlock GA4 Insights

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Unlock GA4 Insights

This course is part of Brand Equity, Analytics & Marketing Intelligence Specialization

Instructor: LearningMate

Included with

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1 module

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

1 module

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Configure custom GA4 events to analyze campaign performance, calculate cost-per-event, and recommend data-driven budget optimizations.

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Shareable certificate

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Build your subject-matter expertise

This course is part of the Brand Equity, Analytics & Marketing Intelligence Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There is 1 module in this course

Unlock GA4 Insights: Custom Events & Campaign ROI is an intermediate course designed for marketers and analysts who want to move beyond surface-level metrics and measure what truly matters. Standard analytics can tell you who visits your site, but this course teaches you how to track the specific actions they take, like watching a video or submitting a form, and connect those actions directly to your marketing spend.

Using Google Tag Manager and GA4, you will learn to configure, validate, and track custom events that align with your business goals. The course focuses on practical application, showing you how to translate raw event data into a powerful cost-per-event analysis. You will learn to generate a professional insights memo that not only reports on performance but provides clear, data-driven recommendations for budget reallocation. This course requires a basic understanding of the GA4 interface and fundamental digital marketing concepts, but no coding experience is necessary. By the end, you'll be equipped to prove the ROI of your campaigns and make smarter investment decisions. Furthermore, analytics creates value only when measurement leads to confident decisions and action.

This module takes you from theory to practice in tracking and analyzing high-value user actions in GA4. You'll learn why custom events are critical for modern marketing, how to set them up using Google Tag Manager, and, most importantly, how to use that data to calculate campaign ROI. Through hands-on labs and real-world scenarios, you'll finish the module by producing a professional insights memo that provides actionable budget recommendations.

What's included

2 videos2 readings3 assignments

2 videos Total 12 minutes

The True Cost of a Click 6 minutes
Introducing Google Tag Manager (GTM) 6 minutes

2 readings Total 20 minutes

Anatomy of a Custom Event 10 minutes
Step-by-Step Guide: Configuring a Form Submission Event 10 minutes

3 assignments Total 65 minutes

Campaign Optimization Project 30 minutes
Hands-On Learning: Configuring and Validating Your First Custom Events 30 minutes
Knowledge Check: Events and GTM 5 minutes

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Instructor

LearningMate

210 Courses 10,904 learners

Offered by

Coursera

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.