How to Verify a Google Analytics Certification

GA4 vs. Universal Analytics Certification

Google retired Universal Analytics (UA) in July 2023 and migrated all properties to Google Analytics 4 (GA4). The current valid certification is the Google Analytics Certification based on GA4. Any candidate presenting a Universal Analytics certification earned before 2023 holds an outdated credential that does not reflect current GA4 capabilities — event-based tracking, Explorations, attribution modeling in GA4, and BigQuery export are fundamentally different from UA.

When reviewing analytics candidates, always confirm the certification is GA4-based, not the legacy UA version.

How to Verify

1. Credly badge: Ask for the Credly badge share link. Navigate to the URL and confirm:
   • Badge name reads "Google Analytics Certification"
   • Issuer is Google
   • Earner name matches the candidate
   • Issue date and expiration (currently valid for 1 year)
2. Skillshop profile: Candidates can share a direct link to their Skillshop public profile or a screenshot showing the completed course and passing score. Skillshop records are not independently searchable without the candidate's cooperation.
3. Practical evaluation: Because Google Analytics certification is relatively accessible (free, open-book exam style), many hiring teams supplement credential verification with a practical task — asking candidates to interpret a GA4 report, explain attribution models, or walk through a conversion funnel analysis.

Google Analytics Certification vs. Other Google Marketing Certs

Renewal Requirements

The Google Analytics Certification expires annually. Renewal requires passing the Skillshop assessment again. Because Google frequently updates GA4 features, the exam content is periodically revised — an expired certification may represent a significant knowledge gap given how rapidly GA4 has evolved.

For roles where analytics proficiency is critical (growth analyst, marketing ops, data-driven product management), treat an expired Google Analytics cert as a yellow flag and probe with follow-up questions about recent GA4 feature familiarity.

Red Flags

• Candidate cannot provide a Credly badge or Skillshop completion screenshot — the credential cannot be independently verified without one.
• Certification is expired — annual renewal is required; an expired cert is not valid.
• Candidate claims expertise in "Google Analytics" but cannot explain GA4 event-based data model vs. UA session-based model — a sign the credential was earned but not applied.
• UA-era certification presented — Universal Analytics is retired; the credential does not demonstrate current platform knowledge.