Web Analytics

Summary

The digital marketing course module on Web Analytics provides a comprehensive overview of how to utilize web analytics for business growth. It covers the fundamentals of web analytics, setting up and using Google Analytics, identifying key performance indicators, and improving site visibility. The module also introduces common pitfalls to avoid and best practices to adopt, including methods like A/B testing to optimize web performance. Additionally, it extends to specialized areas like social media and mobile analytics. Practical exercises guide learners in real-world application, supported by supplementary tools like Crazy Egg and Moz to enhance understanding and effectiveness in employing analytics for strategic decision-making.

Key Topics

• Analytics Implementation
• KPI Definition and Tracking
• User Behavior Analysis
• Conversion Optimization
• Custom Report Creation
• Data Segmentation Techniques
• A/B Testing Methodologies

Exercises

• Set up Google Analytics for a website with custom events
• Build custom reports for different stakeholders
• Design and implement an A/B testing plan
• Develop a conversion rate optimization strategy