Module 10 · Analytics & Paid Media track
Google Analytics (GA4)
This is where marketing stops being guesswork and starts being measurable, budgeted, and accountable.
Google Analytics (GA4) teaches you to set up events, funnels and reports that measure what your marketing is actually doing — the analytical backbone that every paid-ads and CRO module in the digital marketing course depends on.
2 wk
Module duration
3
Hands-on assignments
Web/Data Analyst
Job role this maps to
Why this module matters
GA4 replaced Universal Analytics and uses a fundamentally different, event-based data model. Many working marketers in India are still catching up on GA4 specifically, making this a genuinely differentiating module.
Real-world example
A business swears their Instagram ads are working because “engagement is up,” but GA4 shows those visitors bounce in eight seconds and never reach the contact page. This module teaches you to separate what feels like it’s working from what the data actually shows.
What you'll actually learn
- GA4's event-based data model vs. the old Universal Analytics
- Setting up conversion events and key events
- Building custom explorations and funnels
- Understanding traffic acquisition and channel grouping
- Using Google Tag Manager to fire custom events
- Connecting GA4 with Google Ads and Search Console
- Building a simple Looker Studio dashboard
- Common GA4 setup mistakes that break reporting
Practical assignments — you'll do these, not just read about them
Assignment 1 — Set up GA4 on a live website with at least 3 tracked conversion events.
Assignment 2 — Build a funnel exploration showing drop-off between two key pages.
Assignment 3 — Create a one-page Looker Studio dashboard summarizing weekly traffic.
Tools you'll get hands-on with
Google Analytics 4
Google Tag Manager
Looker Studio
Google Sheets
GA4 Debug View
Where this takes you: Web/Data Analyst
GA4 proficiency is now explicitly listed in most Web/Data Analyst and Digital Marketing Executive job postings in India, making it one of the highest-ROI tool modules in the course.
Have questions about the Google Analytics (GA4) module?
Leave your number and a BIIM counselor will walk you through this module, batch timing and what you’ll be doing week to week.
Related modules
See the full Digital Marketing Course curriculum
Compare every track and request the detailed syllabus