GA4 Skills in Demand: Why Marketing Analytics Roles Are Growing

GA4 has become the standard analytics setup for modern marketing teams, and companies are actively hiring professionals who can track performance correctly and turn data into decisions.

Many businesses have GA4 installed but still don’t trust their reports because event setup, conversions, and attribution are not configured properly. This gap is creating strong demand for analytics-ready marketers.

Key GA4 skills employers look for:

• Event tracking strategy (what to track and why)
• Conversion setup and validation
• UTM discipline and campaign measurement
• Understanding funnels and user journeys
• Looker Studio dashboards and reporting
• Basic Google Tag Manager (GTM) knowledge

In interviews, companies test how you think: Can you identify what metric matters? Can you debug why conversions dropped? Can you connect campaign activity to revenue or leads?

If you are building your portfolio, create a demo project: set up GA4 + GTM on a sample site, create events (form submit, scroll, button clicks), and build a simple dashboard.

Analytics roles are growing because marketing budgets demand accountability, and companies want clarity on what actually works.