Practical Guide to Using Google Analytics (GA4+GTM) (2026 Update)

I will show you how to use Microsoft Clarity to identify problems based on actual user behavior and organize them into actionable insights by connecting filters, segments, funnels, Smart Events, and Custom Tags. I have included the exact methods I use in practice alongside GA4 to quickly pinpoint the causes of churn or low conversion and prioritize improvements. The guide is structured in a flow of "Installation → Analysis → Insight Derivation Process → Advanced Settings," making it easy for beginners to follow. (For those who need it, I have also included sections on a demo shopping mall and basic GA/GTM setup.)

Is it enough to just search for past exam questions and pass the Google Analytics Individual Qualification (GAIQ)? A certification holds little meaning if you obtain it without knowing how GA4 is actually used in practice or how to query and utilize data. This course focuses on practical application, allowing you to directly examine reports and GA demo accounts, and even set up a demo shopping mall yourself. You will build the skills necessary for the field while solving the latest 2026 GAIQ exam questions.

You can learn the core essentials of GA4 (Google Analytics 4) e-commerce setup—which is often too difficult to learn alone just by searching the internet—through hands-on practice. This course is designed so that performance marketers and beginner developers setting up GA4 e-commerce for the first time can easily understand it by practicing step-by-step on a Cafe24 demo shopping mall. Since we delegate the developer's role to ChatGPT during the practice sessions, even marketers, PMs, or planners without professional development knowledge can learn how to set up GA4 e-commerce.

Learn various features of Looker Studio (formerly Google Data Studio) using GA4 demo data. This includes explanations and hands-on practice for Looker Studio's visualization elements. In particular, marketers or planners who are not familiar with SQL can learn easy ways to connect and use BigQuery data with Looker Studio. You can learn methods to create dashboards using Looker Studio.

We introduce ways to utilize GA4 data in BigQuery. Using the GA4 BigQuery demo data from the Google Merchandise Store (https://www.googlemerchandisestore.com/) available publicly in BigQuery, we provide hands-on practice with basic SQL queries and introduce methods for marketers and planners to easily utilize GA4 BigQuery data.

You can learn how to use GA4 in practice by creating core reports for GA4 utilization. You will learn specific examples of which reports to create and how to create them for data analysis. For practical analysis, it also includes instructions on how to install and use Microsoft Clarity, a heatmap tool.

This is a Google Analytics utilization course for beginner/junior marketers. You can follow along and practice using Google Analytics, Google Tag Manager, Google Optimize, and Google Data Studio.

We introduce ways to utilize GA4 data in BigQuery. Using the GA4 BigQuery demo data from the Google Merchandise Store (https://www.googlemerchandisestore.com/) available publicly in BigQuery, we provide hands-on practice with basic SQL queries and introduce methods for marketers and planners to easily utilize GA4 BigQuery data.

Learn various features of Looker Studio (formerly Google Data Studio) using GA4 demo data. This includes explanations and hands-on practice for Looker Studio's visualization elements. In particular, marketers or planners who are not familiar with SQL can learn easy ways to connect and use BigQuery data with Looker Studio. You can learn methods to create dashboards using Looker Studio.

You can learn how to use GA4 in practice by creating core reports for GA4 utilization. You will learn specific examples of which reports to create and how to create them for data analysis. For practical analysis, it also includes instructions on how to install and use Microsoft Clarity, a heatmap tool.

We cover the data literacy required to become an organization/individual that handles data well, as well as the basic theory of data visualization. Build a solid foundation to utilize data “well.”

"Have you given up on data analysis after only studying the tools?" PMs at large corporations only need to look at the data already implemented by the analysis team. However, PMs at startups or side projects are different. They must build the 'foundation' themselves—from designing logs and labeling them to collecting the data. "Everyone says data is important, but what exactly should I implement and where in my service?" Stop getting lost in abstract concepts. Checking login history is the true beginning of Data-Driven Decision Making (DDDM).

This is a course for PMs who want to utilize data. It covers the entire process of using data in a PM role, capturing the full workflow from your first day at a new job to the beginning and end of a project. It is an introductory data course designed to build your thinking power, covering everything from data-driven and logical thinking to metric definition, log design, experiment design, and building a data culture. Although it was created for PMs, the content is also highly beneficial for data analysts (in fact, many analysts have already taken this course). Additionally, many professionals in marketing, design, and business planning roles are also taking the course.

I have packed this with everything I want to tell junior PMs/POs who are struggling due to a lack of good mentors. I will generously share various techniques and mental models used by high-performing PMs/POs.

We explain 32 data visualization techniques very quickly and easily from a non-expert's perspective!

Data Analysis that Determines Online MD Performance! Learn essential data analysis and strategy formulation techniques necessary for MDs to maximize sales and profit in the e-commerce market.

This is a replay of our eighth webinar on how to use the free, no-coding data visualization tool, 'HEARTCOUNT'. Instead of spending time learning about data or learning tools, spend it finding the insights you need from your data.

This is a special lecture that can lay the theoretical foundation to simultaneously prepare for the Microsoft AZ-900 certification, and as the latest content reflecting the scope of questions as of May 2025, by providing content related to core data concepts, Azure's relational data, Azure's non-relational data, and Azure's analytical workloads in a form combining theory and practice, it can be utilized as a meaningful educational opportunity to not only obtain the certification but also take the first step towards becoming a data professional.

Data Visualization Storytelling That's Perfectly Achievable with Excel Alone

Hi Guys. Welcome to my Ultimate Google Tag Manager Course 2026: Beginner to Advanced! In my course you will learn everything about Google Tag Manager. I have created video lessons on every feature of Google Tag Manager. You will get to see the real practical implementation of how to use every feature of this product.

Repetitive pipeline management in Data Warehouses (DW), now free yourself from that painful cycle with dbt! Building on the efficiency provided by dbt, become a data analytics engineer who creates higher value through business-centric data modeling, effective data lifecycle management, and more.

Let's understand data analysis tailored for advanced retail businesses and learn how to use the tools utilized in the industry!

['Thought Architect' Roadmap for Translating Technical Truth into Business Value] 1. Introduction: Analysis of Constraints in Transferring Technical Truth to Business Value A significant bottleneck frequently observed across corporate sectors and engineering sites (R&D) is the phenomenon where innovative achievements, backed by massive resources and research capabilities, are discarded because they fail to overcome the 'communication threshold.' This is judged to stem from information asymmetry: a situation where management does not sufficiently perceive the depth of deep-tech, and technical personnel fail to appropriately utilize business language. This masterclass redefines the 'text-based communication competency' of engineers and scientists not as a mere administrative act of recording, but as part of a precise 'Engineering Design' process. Through this, we aim to present a mechanism by which an engineer's technical insights are transformed beyond simple records into core assets that drive the organization's strategic decision-making. 2. [Diagnosis] Analysis of Three Major Cognitive Defects Hindering Technical Communication ① Disconnection of Information Transfer due to the Curse of Knowledge This phenomenon occurs when experts become immersed in their own advanced level of knowledge and overlook the cognitive background of the information recipient. Consequently, reports centered on obscure formulas and technical acronyms are repeated, which is highly likely to result in structural losses such as loss of contact with decision-makers, delays in project approval, and failure in resource allocation. ② Value Loss due to Lack of Logical Architecture and Data Fragmentation By regarding document preparation as a simple post-hoc administrative procedure, errors of listing information without systematic design are frequently observed. These structural defects significantly damage the value of R&D achievements during the delivery process, tending to lead not only to the undervaluation of an individual engineer's capabilities but also to the loss of tangible and intangible assets for the entire organization. ③ Technical Reliability Crisis due to Deepening AI Dependency If generative AI, introduced to improve productivity, causes hallucinations without understanding the technical context, 'technical reliability'—the core value of engineering—can be seriously undermined. Utilizing AI without an accompanying logical verification system is highly likely to act as a potential system risk rather than a work efficiency tool. 3. [Prescription] Strategic Communication System for the Thought Architect ① Engineering Design of Thought for Unstructured Information A process of structuring abstract experimental data and hypotheses based on engineering system design principles is required. Bottom Line Up Front (BLUF): By placing core values and recommendations at the forefront of the document, we aim for an information structure optimized so that management can perform rapid and accurate decision-making (capital investment, mass production approval, etc.). Mutually Exclusive, Collectively Exhaustive (MECE): By adhering to principles that prevent logical overlap and omission, we ensure the logical completeness of the report by designing a seamless flow of thought. ② Global Standard Compliance and Quality Assurance Objectivity and integrity of data must be secured by internalizing standard protocols recognized by the global scientific community and global corporations. Standard Technical Reporting Structure (IMRaD): Maintain the consistency and reliability of the engineering narrative through a rigorous formal structure leading from Introduction, Methods, Results, to Discussion. 5 Principles of Sentence Quality (5C): By applying Correctness, Clarity, Conciseness, Consistency, and Completeness as quality control filters, we establish a Plain Language system that even non-experts can understand immediately. ③ S.E.E.D Prompt Architecture for Securing AI Command To operate AI not as a simple ghostwriting tool but as an assistant performing logical operations, a dedicated interface design must be involved. S.E.E.D Framework: Precisely control the quality of AI outputs by systematically structuring and inputting Situation, Expectation, Engineering Structure, and Data. Human-in-the-Loop: Establish a protocol where humans perform verification as the final approver to block the possibility of AI errors, thereby firmly maintaining technical authority. 4. [Execution] Strategies for Securing Cognitive Sovereignty and Workflow Optimization Communication competency acts as a core mechanism for preserving an engineer's cognitive functions beyond mere technical means. Responsibility-based Sandwich Workflow: Humans must perform context design (Top Bun) and final verification (Bottom Bun), delegating only the intermediate data processing (Meat) stage to AI to promote the activation of the human-unique Executive Control Network (ECN). RQTDW Learning Protocol for Knowledge Internalization: Apply the five stages of Read, Question, Think (facing contradictions), Discuss (virtual discussion), and Write to practical work to avoid simple acceptance of information and actively internalize knowledge. SIFT Model-based Precision Fact-Checking: Filter AI hallucinations and maintain technical precision through the process of Source (checking the origin), Investigate (understanding context), Find (cross-checking), and Trace. 5. Conclusion: Transition from Technical Expert to Engineering Leader The era of practitioners who simply perform given technical tasks is coming to an end. The ability to translate and communicate complex and difficult technical truths into a 'language of value' acceptable to organizations and society can be defined as a core survival strategy and a noble calling for modern engineers. Text communication is the Final Interface that projects an engineer's intellectual capacity to the outside world, beyond a simple act of recording. Through this masterclass, we expect you to prove your technical value and emerge as a powerful 'Engineering Leader' who drives organizational change. This system, which integrates 40 years of engineering insight, will become a strategic asset that completes your status as a professional.

[Systematization of Engineering Intuition and Intelligent Problem-Solving Methodology Roadmap] 1. Introduction: Shift in the Problem-Solving Paradigm (The Birth of the Problem Architect) The complexity of modern industry has reached a level that exceeds the cognitive capacity of individual engineers, clearly exposing the limitations of "troubleshooting," which is a simple reactive repair approach. To derive meaningful solutions in manufacturing and R&D sites where tens of thousands of variables are intertwined, it is essential to evolve into a "Problem Architect" who goes beyond solving occurring problems to eliminating the problem-generating structure itself at the design stage. This masterclass combines 40 years of engineering intuition with cutting-edge artificial intelligence technology to present specific intelligent problem-solving techniques that transform uncertainty into engineering necessity. 2. Step-by-Step Intelligent Problem-Solving Techniques (The Methodology) ① Data-Driven Causal Identification Technique: DMAIC 4.0 The traditional Six Sigma methodology—Define, Measure, Analyze, Improve, and Control—is advanced by combining it with the computational power of modern AI. Selection of Key Process Input Variables (KPIV): AI algorithms are utilized to extract key factors with actual causal relationships, rather than mere correlations, from among thousands of variables. Securing Statistical Consistency: We establish an analytical process that proves capabilities with a Process Capability Index (Cpk) of 1.33 or higher through data, realizing "zero defects through statistical necessity" rather than "accidental good products." ② Virtual Verification and Lead Time Reduction Technique: Zero-Trial Strategy To minimize physical trial and error, we introduce verification techniques in a Digital Twin environment, which perfectly replicates real-world processes in a digital space. Cost-Free Limit Testing: Optimal process conditions are derived by performing tens of thousands of simulations in a virtual environment without interrupting actual production lines or destroying prototypes. Multi-Agent System-based RCA: We apply a "time leverage" technique that innovatively shortens the lead time required for Root Cause Analysis (RCA) by deploying multiple AI agents that simultaneously perform search, reasoning, and cross-verification. ③ Logical Thinking and Knowledge Assetization Technique: Pyramid Narrative and Knowledge Graphs This is a knowledge structuring technique that ensures field problem-solving experiences do not remain in individual memories but spread as the intelligence of the entire organization. Pyramid Principle and SCQA Framework: By combining Barbara Minto's Pyramid Principle with the Situation, Complication, Question, and Answer (SCQA) structure, complex technical issues are reconstructed into logical narratives that management can immediately accept. Building Knowledge Graphs: Fragmented technical reports and drawing data are converted into a graph structure capable of real-time reasoning. Through this, an organizational learning system is established where problem-solving cases from a specific point are immediately propagated (Yokoten) to production bases worldwide. ④ Transparency-Based Decision Support Technique: Explainable AI (XAI) This technique involves verifying AI outputs based on engineering logic rather than blindly accepting them. Chain of Thought Visualization: By transparently disclosing (Glass Box) the step-by-step logical development process the AI went through to reach its final conclusion, the basis for decision-making is secured. Human-in-the-Loop Governance: AI serves as a Co-pilot suggesting optimal alternatives, while the system is designed so that the final trigger is approved by human engineering insight and ethical judgment. 3. Human-Centered Cognitive Sovereignty Acquisition Techniques As the automation rate of systems increases, active response techniques are required to prevent the decline of the cognitive capabilities of the humans operating them. Sandwich Workflow: Instead of delegating the entire work process to AI, a structural work technique is applied where humans preemptively occupy context design (Top Bun) and final value judgment (Bottom Bun) to prevent cognitive paralysis. RQTDW Learning Protocol: By mandating five stages—Read, Question, Think (confronting contradictions), Discuss (virtual debate), and Write—into the practical process, we reject simple acceptance of information and actively internalize knowledge into the brain. Intentional Cognitive Friction: To maintain a critical distance from the overly smooth answers provided by AI, an adversarial verification process using a Critique Agent is conducted. 4. Practical Application: Super-Gap Leadership for "Designing Out" Problems The ultimate maturity of problem-solving lies not in solving problems well after they occur, but in "Designing Out" the system structure so that problems cannot occur. Data Infrastructure and Autonomous Operation Design: We block the possibility of human error by building an autonomous operation system that ranges from real-time data collection to feedback loop-based correction. Organizational Intelligence: By converting individual expert know-how into standardized algorithms and knowledge graphs, we secure an upwardly standardized problem-solving capability for the entire organization. 5. Conclusion: Future Competitiveness Completed by Engineering Rigor While intelligence is manifested through AI technology, the vessel that contains that intelligence and makes it operate according to its purpose is only a rigorous and sophisticated engineering problem-solving methodology. This masterclass will move away from technology adoption that relies on luck or probability and present a path to becoming a "True AI Architect" who perfectly commands systems with data and logic. We hope you establish your status as a super-intelligent helmsman who dominates technology and eliminates problems.

In the era of AI and Big Data, are you utilizing your organization's data effectively? This course builds essential capabilities for reading and interpreting data, covering everything from the foundations of statistical thinking to the core principles of machine learning and deep learning. Grow into a practical leader capable of discovering patterns amidst volatility and making data-driven decisions.

Do you want to get a job as a data analyst? Based on my experience, let's take a look at the tasks for each data role in real companies.