Google Analytics 4 & Looker Studio + 4 Practical Projects

Learn how to analyse website data and build professional dashboards using Google Analytics 4 and Looker Studio

Unlock your full potential by mastering two of the most important tools in modern digital analytics: Google Analytics 4 and Looker Studio.

In this practical and concise course, you will learn how to analyse website performance using GA4 and how to turn data into clear, interactive dashboards with Looker Studio.

Rather than focusing only on theory, this course emphasises practical analysis and reporting skills used by analysts, marketers and product teams every day.

You will learn how to interpret user behaviour, identify opportunities for improvement, and communicate insights through professional dashboards that can be shared with colleagues, clients or stakeholders.

HANDS-ON LEARNING WITH 4 PRACTICAL PROJECTS

Throughout the course you will complete four guided mini projects using the Google Merchandise Store GA4 dataset.

These projects simulate real analytics tasks and help you practise real-world workflows.

The projects include:

1. Traffic and revenue analysis in GA4
Explore standard GA4 reports to understand where website traffic comes from and which channels generate revenue.

2. Conversion funnel analysis
Build a funnel exploration to analyse how users move through the ecommerce purchase journey and where drop-offs occur.

3. Executive ecommerce dashboard
Create a professional dashboard in Looker Studio to monitor key business KPIs such as users, transactions, conversion rate and revenue.

4. Marketing channels deep dive
Extend your dashboard with a second page to analyse marketing channel performance, landing pages and traffic sources in more detail.

By the end of the course, you will have built dashboards and analyses similar to those used by digital analysts and marketing teams.

EXPLORE AI FEATURES IN LOOKER STUDIO (GEMINI)

You will also get a first look at AI-powered features in Looker Studio, including how to:

• use the Formula Assistant to generate calculated fields by simply describing what you need

• export reports to Google Slides for easier sharing and presentations

• understand the differences between Looker Studio and Looker Studio Pro

These features help simplify report building and reduce technical barriers when working with data.

WHAT YOU WILL LEARN

• How to analyse website performance using Google Analytics 4

• How to interpret traffic sources, user behaviour and conversion data

• How to navigate GA4 reports based on the user lifecycle

• How to edit existing reports and build new reports in Google Analytics 4

• How to connect Google Analytics 4 to Looker Studio

• How to create interactive dashboards in Looker Studio

• How to choose the right charts and visualisations

• How to make dashboards more interactive and user-friendly

• How to create calculated fields and custom metrics

• How to combine multiple data sources such as GA4 and Search Console

• How to explore AI features in Looker Studio (Gemini)

WHO THIS COURSE IS FOR

This course is ideal for:

• digital marketers

• marketing analysts

• business analysts

• product managers

• anyone who wants to understand website data and build dashboards

It is also suitable for beginners who want to start working with Google Analytics 4 and Looker Studio without needing a technical background.

ABOUT THE INSTRUCTOR

My name is Barbara Mackey, and I’m a data analyst with over 20 years of experience in the digital industry.

Throughout my career I have helped companies turn data into insights that support better decision-making and measurable growth.

I have worked with well-known international brands such as Net-A-Porter, Zara and Mango, helping them unlock the power of data to drive performance and achieve remarkable results.

In this course I share practical techniques and workflows that analysts use every day to analyse digital performance and communicate insights through dashboards.