Measurement is a design decision, not a default
Most people treat GA4 as a thing that “just tracks the website.” It does not. GA4 measures exactly what you design it to measure, in exactly the structure you give it — and it will report a misspelled, mis-scoped, half-broken setup with the same confidence as a perfect one. The quality of every report, audience, and attribution decision downstream is capped by choices you make at setup: how you name events, how you architect properties, what you mark as a key event, how you handle identity and consent.
So this series is built around one discipline: treating measurement as something you architect on purpose, then verify before you trust. You will learn why GA4 abandoned the session for the event (Module 1), how to design events and conversions that hold up (2), how to analyze past the lying average (3), how to turn that analysis into audiences that move real spend (4), how attribution allocates credit without proving cause (5), and how to escape every UI limit in the BigQuery warehouse (6). Every module ends with a hard CASE-method test, and every figure is sourced to a named authority.
Today we’re announcing a new, more intelligent Google Analytics — with machine learning at its core — to automatically surface helpful insights and give you a complete understanding of your customers across devices and platforms.
— Vidhya Srinivasan, Google, announcing GA4 (Oct 14, 2020) — via blog.google
Taught with the work of the people who defined the field: Avinash Kaushik on analysis and segmentation, Simo Ahava on tagging and BigQuery, Krista Seiden and Charles Farina on GA4 in practice — every claim sourced, never hand-waved.
Four steps to your certification
No sign-in, no account. Take the modules in any order, pass the CASE-method tests, and collect a passcode for each. Clear all six plus the final exam and you’re certified.
Learn the module
Deep, practical lessons with interactive timelines, decoders, and sourced field data — no fluff.
Pass the test
Hard, scenario-based CASE-method questions. Score 90% to clear the module.
Earn a passcode
Each pass reveals a secret code. Save it — re-enter any time to reclaim credit and jump ahead.
Get certified
Clear all six modules and the final exam to unlock your certificate.
Six modules
Foundations and implementation first, then events, then analysis, then activation, then attribution, then the warehouse that removes every limit. Each module ends with a hard, subject-specific test; each pass unlocks a passcode.