GA's paradigm is based on the Acquisition/Behavior/Conversion model championed by Avinash Kashik. His blog and Google's own courses are great starting points.

GA's paradigm is based on the Acquisition/Behavior/Conversion model championed by Avinash Kashik. His blog and Google's own courses are great starting points. https://www.kaushik.net/avinash/ https://www.kaushik.net/avinash/ https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ https://www.kaushik.net/avinash/digital-marketing-and-measur... https://analytics.google.com/analytics/academy/ https://analytics.google.com/analytics/academy/