Elevate Your Analytics

Mindset Check

Before you dive in to analytics training, let’s take a minute to talk about mindset. Please watch this video, especially if you’re feeling at all nervous about your own technical capabilities or this course in general.

Getting Familiar with GA4

Is GA4 actually better than Universal Analytics (UA)? What does it do differently and how should that impact how you approach analytics?

In this lesson, we review the history of UA and GA4, GA4’s event driven data model, privacy restrictions, the impact of browser privacy tools on analytics data collection, and more!

How to Create an Event in GA4

There are two ways to get custom events into GA4 — either by using Google Tag Manager or by creating an event directly in GA4, based on another event that already exists in GA4. In this video we’ll walk you through both methods. You’ll learn how to track a specific link click via GTM, and how to track page views of a specific page with a GA4 created event.

How To Use the CASE Function in Looker Studio to Recategorize GA4 Traffic

Clean up client channel mishaps, such as questionable UTM tagging with the CASE function in Looker Studio. Copy our function:

CASE
WHEN REGEXP_MATCH(First user campaign, "gmb|gmbpost") THEN "Google Business Profile"
WHEN First user default channel group IN ("Organic Search")
AND First user source IN ("google") THEN "Google Organic"
WHEN First user default channel group IN ("Organic Search") THEN "Other Organic"
WHEN REGEXP_CONTAINS(First user campaign, "Brand")
AND First user default channel group IN ("Paid Search") THEN "Google Ads - Brand"
WHEN REGEXP_CONTAINS(First user campaign, "Moving") AND First user default channel group IN ("Paid Search") THEN "Google Ads - Moving"
WHEN REGEXP_CONTAINS(First user campaign, "Audiences")
AND First user default channel group IN ("Cross-network") THEN "Google Ads - Audiences"
WHEN REGEXP_CONTAINS(First user campaign, "Remarketing") AND First user default channel group IN ("Cross-network") THEN "Google Ads - Remarketing"
WHEN REGEXP_CONTAINS(First user source, "yelp") THEN "Yelp"
WHEN First user source IN ("leadferno") THEN "Leadferno"
WHEN First user default channel group IN ("Paid Search") THEN "Google Ads - Other"
WHEN First user default channel group IN ("Referral") THEN "Other Referral"
ELSE First user default channel group
END