Campaign planning and measurement: hypotheses, UTM tagging and GA4 reports
For marketing coordinators, marketing analysts and small-business owners who plan campaigns and report on them in Google Analytics 4. Complete 'Marketing analytics basics' first. That course covers funnels, rates and why UTM values must be consistent. This one goes further: writing the campaign objective as a testable hypothesis with a baseline, building a full tagging plan, predicting how GA4's default channel group will classify each link, choosing the right GA4 report and key events, and reporting results honestly within consent limits. GA4 behaviour is as described in Google's help pages when this course was written; check them for changes. UK consent rules come from ICO guidance. This is not legal advice, so check privacy questions with your data protection lead.
- Level
- Intermediate
- Length
- About 85 minutes
- Contents
- 5 lessons · final exam
- Status
- Published · updated 10 Oct 2026
Skills you'll practise
- Write a campaign objective as a hypothesis with three or four KPIs and a baseline
- Build a UTM tagging plan that uses source, medium and campaign on every link, with utm_id and utm_content where useful
- Predict how GA4's default channel group will classify tagged traffic and fix values that land in Unassigned
- Choose the GA4 report, scope and key events that answer a campaign question
- Report campaign results with context, stating consent and data limits
Course outline
- 1.Writing a campaign objective as a hypothesis with KPIs and a baselineLesson · 17 min
- 2.Building a UTM tagging planLesson · 17 min
- 3.Predicting GA4 default channel grouping and fixing Unassigned trafficLesson · 16 min
- 4.Choosing the GA4 report, scope and key events for a campaign questionLesson · 15 min
- 5.Reporting campaign results with context and consent limitsLesson · 12 min
- 6.Campaign planning and measurement: hypotheses, UTM tagging and GA4 reports: knowledge checkKnowledge check · 15 questions
- 7.Campaign planning and measurement: hypotheses, UTM tagging and GA4 reports: practical exerciseKnowledge check · 1 question
- 8.Final exam10 questions · passing it completes the course, so people who already know the material can test out
Sources it draws on
The lessons and questions are written from these references, so learners can go back to the original.
- Google Analytics Help: Collect campaign data with custom URLs (UTM parameters)
- Google Analytics Help: [GA4] Default channel group
- Google Analytics Help: [GA4] Traffic acquisition report
- Google Analytics Help: [GA4] Create or modify key events
- GOV.UK Service Manual: How to set performance metrics for your service (updated 5 December 2017)
- ICO (UK): Guide to PECR, Cookies and similar technologies
See it with your own jobs and topics
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