Module 1: Introduction to GA4

• Analytics Fundamentals: What digital analytics is and its importance for data-driven decisions.
• GA4 vs. Universal Analytics: Key differences and the paradigm shift to event-based tracking.
• Account and Property Setup: Creating a GA4 account, setting up a property for a website or app, and configuring data streams.
• Measurement Planning: Defining business objectives and aligning them with your analytics setup. 

Module 2: GA4 Data Collection and Configuration

• Events: Understanding the event-based data model, including automatically collected, enhanced measurement, recommended, and custom events.
• Conversions: Identifying and marking key events that measure business objectives, such as purchases or sign-ups.
• Audiences: Creating custom audiences for advanced analysis, reporting, and remarketing.
• Data Accuracy: Excluding internal traffic and using filters to ensure clean data.
• Data Privacy: Overview of privacy controls and cookieless measurement. 

Module 3: GA4 Reporting and Analysis

• Standard Reports: Navigating the GA4 interface and using pre-built reports for real-time traffic, acquisition, engagement, and monetization.
• Explorations: Going beyond standard reports with advanced analysis techniques.
  • Funnel Exploration: Visualizing the user journey to identify drop-off points.
  • Path Exploration: Understanding how users navigate your website or app.
  • Free-Form Reports: Creating custom reports with specific metrics and dimensions.
• Customization: Tailoring the reporting experience by creating custom reports, dimensions, and metrics.
• Data Interpretation: Learning to translate data into actionable insights to improve website and campaign performance. 

Module 4: Integration and Advanced Topics

• Google Ads Integration: Linking GA4 with Google Ads for in-depth campaign performance analysis.
• BigQuery Integration: Exporting GA4 data to BigQuery for large-scale, advanced querying and analysis.
• Custom Data Upload: Enriching your data by uploading additional data from other systems. 

Module 5: GTM Fundamentals

• Introduction to GTM: What GTM is, its benefits, and how it differs from traditional hardcoded tag implementation.
• GTM Architecture: Understanding the core components of tags, triggers, and variables.
• Setup and Installation: Creating a GTM account, container, and installing the container snippet on a website.
• Interface Overview: Navigating the GTM dashboard, workspaces, and version control. 

Module 6: Tags, Triggers, and Variables

• Tags: Deploying various tag types, including:
  • Google Tags: GA4 Configuration Tag, GA4 Event Tag, and Google Ads Conversion and Remarketing Tags.
  • Third-Party Tags: Implementing tags for other platforms, such as the Facebook Pixel.
• Triggers: Defining conditions for when a tag should fire, such as page views, clicks, form submissions, and video plays.
• Variables: Using built-in, user-defined, and Data Layer variables to pass dynamic information to tags. 

Module 7: Advanced GTM Techniques

• The Data Layer: Understanding the Data Layer, a JavaScript object that GTM uses to retrieve and pass information.
• Event Tracking: Setting up tracking for specific user interactions, such as:
  • Button clicks
  • Scroll depth
  • Form submissions
  • Video views
• Enhanced E-commerce: Configuring GA4’s e-commerce tracking to collect valuable data on product views, add-to-cart actions, and purchases.
• Cross-Domain Tracking: Setting up tracking for user journeys that span multiple websites. 

Module 8: Testing, Debugging, and Optimization

• Preview Mode: Using the GTM Preview mode and DebugView in GA4 to test tag configurations before publishing.
• Testing and QA: Implementing robust testing practices to prevent errors and ensure accurate data collection.
• Workspaces and Environments: Collaborating with teams and managing different versions of your tags.
• Google Consent Mode: Configuring GTM to respect user consent for privacy regulations.
• Server-Side Tagging: An introduction to server-side GTM for improved performance, security, and data accuracy.