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 on how to use Universal Analytics and Google Analytics 4 (GA4) reports to enhance your digital marketing.

Discover Universal Analytics and Google Analytics 4 reporting

There are currently two versions of Google Analytics that are widely in use. Universal Analytics is most commonly used and has been around for some time, whereas GA4 is Google’s latest version, which works across both websites and apps and offers some distinct advantages. On this course, you’ll learn about both, including their pros and cons, and core differences.

Explore different web analytics reports found in GA4 to use in your planning

You’ll explore a range of reports and how to find them, from overview or snapshot reports to real-time, audience, acquisition, behaviour, and conversion reports. You’ll also look at the additional 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 Google Analytics reports in both Universal Analytics and GA4 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.