This introductory course provides a practical overview of web analytics with a focus on Google Analytics, one of the most widely used marketing analytics platforms. Learners explore account setup, platform navigation, key metrics, audience insights, and segmentation, while examining how analytics data supports SEO, publishing, B2B marketing, and ecommerce decision‑making.
Module 1: Introduction to Web Analytics and Digital Marketing Strategy
Module 2: Google Analytics Setup and Platform Navigation
Module 3: Key Metrics and Website Performance Analysis
Module 4: Audience Insights, Audiences, and Segmentation
Module 5: Applying Analytics to Marketing Decisions
SEO
Content and Publishing
B2B and Ecommerce Campaigns
Module 6: Using Analytics Insights to Optimize Campaign Performance
By the end of this course, learners will be able to:
Explain the role of web analytics in digital marketing strategy
Navigate the Google Analytics platform and configure basic accounts
Interpret key metrics related to audience behavior and website performance
Create and analyze audiences and segments
Apply Google Analytics insights to improve marketing campaigns
Describe the connection between analytics, SEO, and content performance
Certificate of completion
This class is an independent-study course. Students will have all the resources needed to successfully complete the course within the online material. A student helpdesk is available for technical support during the course enrollment.