Lesson 2 of 10Article14 minFREE
The Marketer’s Analytics Stack
The Marketer’s Analytics Stack
01Core tools you will meet
- GA4 — website/app behavior and conversions
- Google Tag Manager (GTM) — fire tags without editing code every time
- Google Search Console — organic search queries and indexing
- Ad platforms (Google Ads, Meta) — spend, clicks, platform conversions
- Looker Studio — shareable dashboards for clients and teams
02How the pieces connect
Think of a pipeline: user clicks a tagged link → page loads → GTM/gtag sends events to GA4 → you mark key events as conversions → reports and dashboards show what worked.
Ad platforms also count their own conversions. Your job later is to reconcile platform numbers with GA4 — they will rarely match exactly.