Overview
This path focuses on the Google measurement and activation ecosystem from the perspective of implementation, governance, and usable reporting. It is intended for organisations that need more than platform demos and want a coherent view of tracking, attribution, and campaign data quality.
Main components
- Google Analytics and GA4 foundations
- Google Tag Manager implementation and governance
- Google Ads measurement and conversion setup
- Measurement planning, taxonomy design, and QA workflows
- Platform integration from marketing activity to reporting outputs
Typical modules
- What Google Marketing Platform covers today
- GA4 events, parameters, and reporting logic
- GTM architecture, debugging, and implementation practice
- Google Ads conversion tracking and campaign measurement
- Documentation, governance, and measurement operating models
Best fit
- Marketing and product teams cleaning up measurement
- Organisations migrating or re-architecting GA4 and GTM setups
- Training programmes that need a rigorous digital analytics path rather than tool-only orientation