Digital Marketing Analytics and Measurement: Advanced Web Analytics

Learn to use advanced web analytics features to gain better marketing insights

On this course, you’ll learn about the more advanced functionality in Google Analytics and how you can use analytics techniques to create a robust approach to your analysis.

Discover advanced techniques within Google Analytics

Exploring the more advanced reports and features, you’ll learn about the less used analytics techniques and tools which can help you gain extra insights. This includes filters and segments that can help you investigate further by isolating traffic from a particular campaign or source. You’ll also explore analytics insights, analytics search, segments, and comparisons.

With this knowledge, you’ll learn how to interrogate the data to draw out insights across the user journey to help you understand how each channel, interaction, and piece of content is contributing to your end goals. This will allow you to optimise each step to maximise your conversion rate.

Learn to configure and customise Google Analytics setup using Tag Manager

You will discover how to configure Google Analytics based on your requirements and objectives. From customising reports and how they are visualised to analytics admin, configuration, setting up events, and tracking using Tag Manager.

By the end, you’ll know about the more advanced functionality and how to gain better insights to differentiate your digital marketing and drive results.

Gain digital marketing skills from industry experts

This course is designed by Target Internet’s CEO Daniel Rowles with The Open University. Daniel has provided expertise to well-known brands such as the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal, and Warner Bros.

This course is ideal for those who are interested in using web and channel analytics to get more from their digital marketing activity.

It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications, and business.

• Advanced functionality with Google Analytics 4
• Welcome to the course!
• Analytics insights
• Tag Manager
• Segments and Comparisons
• Week 1 review
• Google Analytics 4 configuration and customisation
• Welcome to the week!
• Analytics admin and configuration
• Changing report views
• Week 2 review