Google Analytics 4 enables you to setup and collect any kind of data fields, but there is a major the downside: Google provides very little guidance on what you should collect or how. I’ll show you the events and parameters that Harper College uses, what the data means, how they are setup in Google Tag Manager and GA4, and how they are used in reporting in Looker Studio. You’ll also see ways parameters can be setup directly in Looker to group/filter different types of data together — taking your reports to the next level.
Patrick Kelly — Harper College
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