Digital Marketing Analytics and Measurement: Web Analytics Planning and Tactics

Learn to use web analytics reports to plan and improve your digital marketing

Being able to navigate and analyse Google Analytics reports to plan and improve digital marketing activity is a highly sought-after skill set.

On this two-week course, developed by The Open University with digital marketing experts, Target Internet, you’ll be guided through how to use Google Analytics 4 (GA4) reports to enhance your digital marketing.

Discover Google Analytics 4 reporting

You’ll explore a range of reports and how to find them, from basic reporting, to acquisition, engagement, monetisation, retention, and advertising reports that can be found in GA4.

Develop essential analytics skills required of anyone working in digital marketing

By the end, you’ll know how to navigate GA4 reports and use them to maximise the impact of your digital marketing activity.

You’ll benefit from practical training content created by experts at Target Internet who have provided digital marketing expertise to the likes of 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.

• Rethinking data with Google Analytics 4
• Welcome to the course!
• Thinking differently with Google Analytics 4
• Basic reports in GA4
• Week 1 review
• Exploring Google Analytics 4
• Welcome to the week!
• Acquisition and Engagement reports
• Monetization and Retention reports
• Advertising reports and Explorations
• Week 2 review