DM413BKK
Digital Analytics Using the Google Marketing Platform
Faculty
James Humphreys
Senior Enablement Lead at DMPG
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
This course is designed to equip students with a fundamental understanding of digital marketing analytics, focusing on key metrics and dimensions relevant across various business models. The curriculum will emphasise the critical role of data analytics in marketing, guiding students through the process of developing and documenting tracking plans for marketing campaigns. A significant aspect of the course will delve into identifying vital data sources and mastering the skills necessary to analyse this data effectively. This approach aims to enhance the students' ability to make informed marketing decisions and offer strategic recommendations.
Learning highlights
- Have a practical, working proficiency in Google Analytics 4, including the event-based data model, standard and custom reporting, explorations, key event configuration, and audience building.
- Understand campaign tagging, UTM governance, attribution methodology, and how acquisition data flows from marketing activity into GA4 reporting.
- Have intermediate-to-advanced skills in Google Tag Manager, including container architecture, event tracking, data layer implementation, regex and CSS selectors, debugging, QA methodology, and an understanding of server-side tagging.
- Have intermediate skills in Looker Studio, including GA4-and-other data source integration, calculated fields, blended data, and the ability to build dashboards designed for specific stakeholder audiences.
- Have a working familiarity with BigQuery and the GA4 raw data export, understanding the event table schema and what BigQuery makes possible beyond the GA4 interface.
- Understand the broader analytics and martech ecosystem beyond Google - including awareness of Adobe Analytics, Amplitude, Mixpanel, marketing mix modelling, and where the Google stack sits among alternatives.
- Have a working knowledge of the data privacy landscape, including consent mode, cookieless tracking, and the practical implications for implementation and reporting.
- Be able to critically evaluate a stakeholder's data request - challenging assumptions, reframing questions, and distinguishing between metrics that confirm and insight that informs.
Course outline
15 classes
Digital Measurement Fundamentals
Full-stack flyover of Google Marketing suite; Establishment of marketing and product analytic fundamental principles; Holistic thinking in data collection; B2B vs. B2C requirements.
Event-Based Data
GA4’s event-based data collection model; Event data structures and Firebase/GA4 historical context; Creative customisation and enrichment.
Marketing, Ecommerce and Product Reporting
UTMs and GA4 UI walkthrough; Reports and Library; Metric alignment to Business Goals & KPIs; Marketing, Behavioural and Ecommerce data in GA4; Attribution models; Conversions, Key Events and Google Ads x GA4.
Explorations & Analysis
Free-form explorations; Audience building and strategy; Data Activation in GA4; Business questions vs. data points; Qualitative and behavioural tools to bolster GA4; GA4 customisation.
GA4 Summary & Practical Exercise
GA4 product and skills recap; Search Console and Trends in the context of GA4; Exploration and Executive Summary in-class exercise.
Tracking Fundamentals
Containers; Consent; Timelines; Preview Mode; Scoping for effective measurement.
Tags, Triggers & Variables
Practical event tracking; GTM Governance; Naming conventions; Access; Consent.
Data Layers
Data Layers conceptualisation & pushes; Briefing Developers; QA / Validation.
Advanced Tools in GTM
Framing GTM as coding-adjacent; Regex, JS, Custom HTML; Advanced tools e.g. DOM scraping, lookups etc; Value-judgement on complex tracking; Server-side GTM.
GTM Summary & Practical Exercise
GTM product skills recap; Functioning, published triggers in-class exercise.
Data Visualisation
Looker Studio fundamentals; Data connections and APIs; Data Visualisation theory.
Visualisation for Stakeholders
Data vs. Insights vs. Analysis; Advanced Looker Studio skills e.g. blends, conditional formatting, custom connections etc.
The Wider Analytics Ecosystem
Google Cloud & BigQuery; SQL fundamentals; CDPs; Relational data models; ETL, ELT and data streams; Holistic thinking in analytics.
Product & Marketing Analytics in 2026
Measurement strategies; The wider analytics marketplace; Insight vs. Analysis; Activation; Effectiveness.
Course Summary & Final Project Preparation
Full-stack recap inc. Looker Studio; Q&A; Coursework briefing.
Course materials
Media
Prerequisites
None! Recommended to have a passion for finding the why behind a question or answer!
Methodology
15 × 3-hour sessions combine lectures and practical exercises. Each Monday–Thursday session will end with a simple take-away assignment, and group discussion of those assignments will begin the following day’s session. Friday sessions in Weeks One and Two will begin with more open-ended discussions of the week’s learning themes, then end with an exam on the week’s topics.
Week One will focus on Google Analytics 4 as the centre of the analytics stack, beginning with a full-stack flyover before building depth across GA4’s data model, reporting, and configuration. Week Two will focus on Google Tag Manager in detail. Week Three will focus on Looker Studio and the ‘bigger picture’ of advanced analytics, effectiveness measurement, and BigQuery.
Wherever possible throughout the course, each technical skill will be taught in conjunction with analytical and critical thinking; for example, metric definitions will be taught technically, then the significance of those metrics will be discussed critically.
Grading
James Humphreys is an analyst and consultant with 13 years of industry experience. He is currently a Senior Enablement Lead at DMPG, a digital analytics consultancy, where he manages analytics implementations across major UK retail clients, with work spanning the full Google stack — GA4, GTM, Looker Studio, and BigQuery.
He has delivered technical training to clients of all sizes, maturity levels, and seniority — from local marketing teams to global C-suite leaders — with a focus on enabling not just technical skills but also strategic, analytical thinking in the world of marketing and product measurement.
See full profileApply for this course
Digital Analytics Using the Google Marketing Platform
by James Humphreys
Total hours
45 Hours
Dates
Jun 08 - Jun 26, 2026
Fee for single course
€1500
Fee for degree students
€750
Entrepreneurship
Jun 10 - Jun 28, 2024
Ferran Martinez Garriga
Ceo Dekaland Advisory
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.