Chapter 04 · Digital Marketing with AI & Analytics
Google Analytics and Search Console Lite for Marketers
Measure before you argue. GA4 and Search Console answer different questions.
Why this matters
Opinions are cheap; traffic and enquiry data are not. Marketers who can read basic reports work better with founders and with Power BI dashboards later.
What you will learn
You will know what each tool is for, which beginner metrics to watch, and how to connect marketing questions to numbers.
How to do it
Use official Google help for account setup. We do not provide click-fraud or dark patterns.
Steps (do these in order)
- Step 1 — Search Console job. See queries, pages, clicks, indexing issues. Good for SEO health.
- Step 2 — GA4 job. See site behaviour and conversions you define (form submit, WhatsApp click).
- Step 3 — Pick three metrics. Example: organic clicks, landing page views, enquiry form submits. Ignore vanity noise for now.
- Step 4 — UTM habit. Tag campaign links with utm_source/medium/campaign so reports stay clear.
- Step 5 — Privacy. Follow consent and policy needs for your site; do not collect more than you need.
Practice
- Write three business questions and which tool answers each.
- Draft one UTM-tagged WhatsApp click link shape (fake domain ok).