Web and Digital Analytics Essentials

Overview

The Web and Digital Analytics course equips you with the skills to measure, analyze, and improve online performance across websites and digital channels. You will build a strong foundation in web and digital analytics, learning how to select the right metrics, track user behavior, and connect data to business objectives. The course covers customer acquisition and retention analysis, digital marketing performance measurement, and hands-on use of Google Analytics 4 to turn raw data into actionable insights.By the end of the course, you will be able to map customer journeys, identify drop-offs, and recommend data-backed improvements that increase engagement and conversions. Through a guided project using Google Analytics 4, you will analyze real user journeys from first visit to conversion and suggest optimization strategies. This practical experience helps you make informed marketing decisions, improve campaign effectiveness, and confidently work with analytics tools in digital marketing and growth-focused roles.

Syllabus

Web Analytics Fundamentals

In this module, you will understand the foundations of web analytics, explore the step-by-step analytics process and learn about different types of analytics that help track performance and guide business decisions.

Web Analytics for Customer Acquisition & Retention

In this module, you will explore the customer relationship loop, understand and measure Customer Lifetime Value (CLV) and apply acquisition and retention strategies.

Introduction to Digital Analytics

In this module, you will learn digital analytics fundamentals, understand key performance metrics, explore factors for selecting suitable metrics and gain an overview of tools for measuring online performance effectively.

Mastering Google Analytics 4

In this module, you will dive into Google Analytics 4, its key features, user interface and reporting capabilities. You will learn to decode engagement, acquisition and monetization reports and conduct explorations for actionable insights.

Performance Analytics in Digital Marketing

In this module, you will learn to analyze content, email, website and social media performance, gaining skills to evaluate effectiveness and apply insights to improve digital marketing strategies.