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Learn how web analytics can improve your marketing game. This course explains what analytics is, what it can do, and how it will change your online business. Learn how to apply value measurement to your website and figure out which pages convince people to become customers and which pages turn them away. Demonstrates where the most important numbers come from, introduction to some basic terminologies and how to find some basic reports with free tools like Google Analytics. At the end of the course, you’ll be able to measure and understand the value of actions and conversions and direct your marketing investment to the areas that give better outcome.

What will you learn?

  • Learn what this field is about and what career paths are available
  • Learn what skills and education it takes to become a Digital Analyst
  • Learn what are your options for acquiring the education, skills to become a Web and Digital Analyst
  • Learn what is the right area for them to focus on Digital Analytics/Web Analytics
  • Learn how to go from a Digital Marketer (SEO, Paid Search, Social, Email marketing etc.) to Digital/Web Analytics Professional



  • What’s analysis?
  • Is analysis worth the effort?
    1. Small businesses
    2. Medium and Large-scale businesses
  • Analysis vs Intuition
  • Introduction to Web Analytics


Google Analytics

  • Getting Started With Google Analytics
  • How Google Analytics works?
  • Accounts, profiles and users navigation
  • Google Analytics
  • Basic Metrics
  • The main sections of Google Analytics reports
    • Traffic Sources
    • Direct, referring, and search traffic
    • Campaigns
    • AdWords, AdSense


Content Performance Analysis

  • Pages and Landing Pages
  • Event Tracking and AdSense
  • Site Search


Visitors Analysis

  • Unique visitors
  • Geographic and language information
  • Technical reports
  • Benchmarking


Social Media Analytics

  • Facebook Insights
  • Twitter Analytics
  • YouTube Analytics
  • Social Ad Analytics /ROI measurement


Actionable Insights and the Big Picture

  • Recap of Google Analytics reports and tools
  • Finding actionable insights
  • Getting the organization involved
  • Creating a data-driven culture
  • Resources
  • Common mistakes analysts make
  • Additional Web analytics tools


Social CRM & Analysis

  • Radian6
  • Sentiment Analysis
  • Workflow Management
  • Text Analytics


Digital Analytics

  • Webmasters
  • AdWords Reports, Custom Reports, Custom Dimensions
  • Dashboard and Segmentation
  • Multi-Channel Funnels Reports
  • Attribution modeling and reports


Platform Principles

  • The platform components
  • The data model
  • Measurement Protocol data collection
  • Importing data into Google Analytics
  • Reporting APIs and Report Sampling



About the Instructors



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