Web Analytics Specialist: GA4, Tag Manager & Data Studio Certification
Measure what matters with Google Analytics 4, Google Tag Manager and Data Studio (formerly Looker Studio)
Key facts
- Level: Associate
- Field: Digital Marketing
- Estimated study time: about 23 hours
- Credential price: $113
- Exam: 70 questions · 100 minutes · pass mark 72%
About the Web Analytics Specialist: GA4, Tag Manager & Data Studio certification
Web Analytics Specialist: GA4, Tag Manager & Data Studio is Hootix's practitioner credential for marketers, analysts and developers who plan, implement and report website measurement. The exam follows a real implementation from start to finish: a measurement strategy that turns business objectives into KPIs and events, written up as a measurement plan with clear naming conventions; GA4 setup and configuration — properties and data streams, data retention, internal-traffic filters, cross-domain measurement, unwanted referrals, user roles and product links; and events, key events and custom definitions, including recommended and e-commerce events, custom dimensions and metrics, User-ID and DebugView. You are also tested on Google Tag Manager (containers, versions, tags, triggers, variables, the data layer, Preview mode, consent settings and the server-side tagging concept), reports and Explorations, attribution, audiences and integrations (BigQuery export, Google Ads and Search Console), Data Studio (formerly Looker Studio) dashboards, and privacy and data quality with consent mode and a QA process. The course includes five hands-on labs with free tools: a measurement plan, Explorations in the GA4 demo account, GTM and GA4 installed on a free site and checked in DebugView, click and form tracking with the data layer, and a Data Studio dashboard built on your own GA4 property.
What you will learn
The official Web Analytics Specialist: GA4, Tag Manager & Data Studio study course covers:
- Measurement Strategy — Before you touch a tag, decide what to measure and why: translate business objectives into KPIs and GA4 events, write a measurement plan document, se…
- GA4 Setup and Configuration — Build a clean GA4 foundation: the account, property and data stream structure, data retention, internal and developer traffic filters, cross-domain m…
- Events, Key Events and Custom Definitions — Learn how GA4 measures everything as events, how to implement recommended and e-commerce events with the items array, how to turn custom parameters i…
- Google Tag Manager — Build reliable, privacy-aware tracking with Google Tag Manager: manage containers, workspaces and versions, combine tags, triggers and variables, fee…
- Reports and Explorations — Customise GA4 standard reports and the report library, then answer deeper questions with the six exploration techniques, segments and comparisons — a…
- Attribution, Audiences and Integrations — Understand how GA4 shares credit for key events across channels, build audiences and predictive audiences for remarketing, export raw events to BigQu…
- Data Studio (formerly Looker Studio) Dashboards — Connect GA4 and other sources to Data Studio (renamed from Looker Studio in 2026), build charts, controls, calculated fields and blends, then design,…
- Privacy and Data Quality — Implement and verify consent mode, understand how GA4 models data for visitors who decline cookies, and run a repeatable QA process that catches the…
- Hands-on Labs — Real Web Analytics Work — Five connected labs with free tools — Google Sheets, the GA4 demo account, GitHub Pages, Google Tag Manager, Tag Assistant, DebugView and Data Studio…
Frequently asked questions
- Is the Web Analytics Specialist: GA4, Tag Manager & Data Studio certificate verifiable?
- Yes. Every issued Hootix Academy certificate carries a unique credential code that anyone can verify online.
- How is the Web Analytics Specialist: GA4, Tag Manager & Data Studio exam structured?
- It is a 100-minute ID-verified multiple-choice exam of 70 questions; you need 72% to pass.
- Do I need to buy the course to take the exam?
- Each certification is sold three ways: the exam on its own, the online course on its own, or both together as a Course + exam bundle (the bundle price is the course price plus the exam price).
- How long does the Web Analytics Specialist: GA4, Tag Manager & Data Studio course take?
- About 23 hours of self-paced study.