David and Irina discuss the importance of learning analytics To better understand user behaviour. Talking points include: What aspects of analytics do SEOs have to master? What do we need to know about GA4? — GA4 offers a lot of options on how we can analyse content consumption and user funnels. How do you analyse content consumptions and how do we measure where this fits into the bigger picture? What is a user funnel inside GA4 and how does this add value? Do you prefer using another tool like Looker to analyse your data? Do you add data from other ounces such as Search Console? Is there a decent alternative to GA4? Will the way in which data collection and analytics continue to evolve?