Week 6 · 4–5 hours
GA4, Measurement & Zero-click Discovery
Understand what users do after arriving, while recognising that modern discovery does not always produce a click.
Search Console covers presence in Google Search; GA4 covers behaviour after arrival. AI-assisted influence can happen before—or without—a visit.
Learn
Complete only the named pages or lessons below. Links inside them are optional unless the task says otherwise.
Get started with analytics
Why this: Use Google’s current beginner route into Analytics concepts.
Pay attention to: Users, sessions, events and how measurement answers business questions.
Google Analytics demo account
Why this: Use a functioning GA4 property when you do not have access to a workplace account.
Pay attention to: Open the Google Merchandise Store property and locate acquisition, landing-page, event and key-event data; do not try to learn every report.
Check your understanding
You should be able to explain these without relying on course terminology.
Practise
Apply this week’s learning through a guided practical exercise.
Scenario
After exploring the Google Analytics demo account, investigate a hypothetical case where rankings improve, organic sessions rise 25%, but conversions fall 10%.
Your task
Locate the relevant acquisition, landing-page and event reports in the demo account. Then generate at least five explanations for the scenario, identify the data needed to test them and list important visibility that rankings and GA4 may not capture.
Good work should contain
- Channel and landing-page checks
- Conversion quality considered
- Tracking faults considered
- Zero-click influence treated cautiously
Common mistakes
- Calling traffic growth a success by itself
- Assuming correlation is causation
- Inventing attribution certainty
Organic Measurement Investigation
Review and refine the exercise to a client-facing standard, then save the finished version as portfolio evidence.
Suggested filename 06-organic-measurement-investigation.pdf
Skill demonstrated Analytics reasoning and funnel measurement
An interviewer may ask “What would you investigate if traffic rose but conversions fell?”
Career task
Alongside the SEO exercise, complete one small job-readiness task each week. These tasks build towards confident junior applications.
Draft a 60-second explanation of how Search Console and GA4 differ.
Notes
Personal notes stay separate from the questions intended for Chris.
Personal notes
Capture useful observations, definitions and reminders.
Question for Chris
Use this for uncertainties or points you want to discuss.
Finished this week?
Mark the week complete once you have finished the learning, exercise, portfolio output and career task.