This module will teach you the basic concepts of using analytics in digital marketing. From initial set-up to understanding reports, you will learn how to analyze statistics to gain an understanding of the behavior of visitors and the performance of your website and campaigns. Upon completion of this module, you will be able to:

1. Recognize the fundamentals of web analytics that enable a digital marketer to draw actionable conclusions from data collected through a website or marketing channel by:

  • Identifying the key concepts of web analytics that provide insight on how to measure and analyze website and campaign data
  • Recognizing the value and benefits of using web analytics
  • Identifying the common web analytics tools used to collect, measure and analyze data across all digital marketing channels
  • Recognizing the key dependencies for an effective measurement plan

2. Create and integrate a Google Analytics account with your website to glean insights about your website traffic and audience by:

  • Identifying the technical elements that enable analytics tools, such as Google Analytics, to track and identify traffic sources and web behavior
  • Recognizing the benefits and limitations of Google Analytics
  • Setting up a Google Analytics account with tracking tags added to a website
  • Recognizing the purpose of the key settings and navigational functions in Google Analytics
  • Recognizing the benefits of linking a Google Analytics account to other marketing tools

3. Set goals for a business and website, and know how web analytics tools are used to help measure these goals by:

  • Defining what a goal is in the context of web behavior and digital marketing campaigns
  • Recognizing the importance of setting goals in a web analytics account before conducting a website or marketing campaign analysis
  • Identifying the process for setting up goals and what steps are involved for each type of goal
  • Using Google Analytics with other tools to generate deeper insights into campaign performance

4. Differentiate between the reporting features available for monitoring a digital marketing campaign by:

  • Identifying the Google Analytics functions you can use to monitor the audience, acquisitions, behavior, and conversions on a website
  • Demonstrating how to use web analytics to explore your audience, who they are and information about their demographics, location, and mobile access
  • Identifying the various sources of traffic to your website or channel that lead to acquisition
  • Recognizing how monitoring your audience’s behavior can help you improve the content on your site
  • Recognizing the various types of conversions used to analyze website and multi-channel data

5. Carry out an analysis and iteration of your digital marketing campaign by gleaning insights from conversions, reporting and reviewing your KPIs by:

  • Aligning your business KPIs with your analytics goal configuration
  • Developing a detailed profile of your target audience through location, demographics, technology, devices, and interests’ segments
  • Differentiating between the behavior reports and how to use them to improve website navigation, content and communication with consumers
  • Assessing and improve the technical performance of your website for improved performance
  • Understanding the journey to conversion and how this is impacted by your website and marketing channels