Marketing Analytics: Build ROI Dashboards with GA4 and Looker Studio

Modern marketing requires more than just running campaigns; you need to prove their value using reliable data. Understanding how to track, analyze, and report on user behavior is an essential skill for any data-driven professional. This course guides you through the entire process of setting up foundational marketing analytics. You will start by learning the core terminology of digital measurement, moving step-by-step through configuring GA4's event-based data model, and finally creating clear, automated reports in Looker Studio. By the end of this journey, you will know how to translate raw data into actionable insights that demonstrate a clear return on investment. What you will learn: Understand foundational analytics concepts, key metrics, and tracking terminology. Configure GA4 properties utilizing the modern event-driven data model. Apply privacy-first tracking principles and understand basic consent mode concepts. Track user journeys and attribute conversions to specific marketing channels. Design automated Looker Studio dashboards that highlight campaign ROI. Practice analyzing traffic sources and user engagement through written scenarios. The material begins with essential definitions and the theory behind digital measurement before progressing into practical configuration steps for GA4. From there, the text guides you through connecting your data sources to Looker Studio for dashboard creation. This course is designed entirely for beginners. No prior experience with analytics tools or data visualization is required. Start reading today to transform your marketing data into clear, compelling ROI reports.