Unit 7.2: Google Analytics and Other Tools

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Unit 7.2

Google Analytics 4 and Other Tools

Digital Marketing Course

Learning Objectives

By the end of this chapter, you will be able to:

  • Explain why GA4 replaced Universal Analytics.
  • Describe GA4 life-cycle reports, events, and key events.
  • Use GTM and UTM parameters in a basic measurement stack.
  • Compare GA4 with complementary analytics tools.

What is Web Analytics?

Web Analytics is the measurement, collection, analysis, and reporting of digital data to understand and optimize websites and campaigns.

Goal: better decisions on traffic quality, UX, and conversions — not vanity charts.

GA4 vs Universal Analytics

TopicUA (legacy)GA4 (current)
ModelSessions + pageviewsEvent-based
OutcomesGoalsKey events
UIAudience / Acquisition / Behavior / ConversionsLife cycle + Explore
StatusSunset (2023)Standard

GA4 Life-Cycle Questions

Acquisition

How did they find me?

Engagement

What did they do?

Monetization / Key events

Did they convert?

Retention

Do they return?

Events and Key Events

  • Almost everything in GA4 is an event (page_view, scroll, click, purchase).
  • Mark business-critical events as key events (conversions).
  • Nepal SME examples: form_submit, tel_click, whatsapp_click, purchase.

Quick check — call on a student

Instructor: Call on one student (or a group). They answer aloud; then reveal on screen.

Google Tag Manager (GTM)

Publish tracking tags without editing site code for every change.

  • Container holds GA4, pixels, and conversion tags
  • Version history and preview/debug mode
  • Typical stack: Site → GTM → GA4 + ads tags

UTM Parameters

Tag campaign links so acquisition reports stay trustworthy:

  • utm_source — facebook, newsletter
  • utm_medium — cpc, email
  • utm_campaign — dashain_sale_2026

Without UTMs, paid social and email often look like referral/direct.

Practical Application: Nepal

Scenario: Himalayan Adventures (Kathmandu)

  • Install GA4 via GTM; mark Book a Trek form + WhatsApp click as key events.
  • UTM every Meta and Google Ads landing URL.
  • Use Explorations to see drop-off on the booking form.
  • Pair GA4 with Search Console for organic query insights.

Quick check — call on another student

Instructor: Call on a different student/group. Ask them to explain why.

Other Analytics Tools

Search Console

Queries, indexing, Core Web Vitals — essential with GA4 for SEO.

Matomo

Self-hosted; stronger data ownership.

Clarity / heatmaps

Session insight; use with consent.

Key Takeaways

  • Teach and use GA4, not Universal Analytics menus.
  • Events + key events define modern measurement.
  • GTM and UTMs keep implementation and channel credit clean.
  • Track the conversions Nepal businesses actually close (calls, WhatsApp, forms).

Thank You

Any questions?

Next Topic: Unit 7.3: Key Metrics: Traffic, Engagement, Conversions

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