This follow-on course takes you deeper into the workings of Google Analytics and provides comprehensive training for marketers and data analysts seeking to understand the core principles of digital analytics and how to improve web site performance through better data measurement. Google Analytics is a service offered by Google that generates detailed statistics about a web site's traffic and sources and it also measures conversions and sales. It can track visitors from all referrers, including search engines and social networks, direct visits and referring sites. It also displays advertising, pay-per-click networks, email marketing and digital collateral such as links within PDF documents.
In this free online course you will be guided on how to build an effective measurement plan and what the best practices for collecting actionable data are. You will learn about key digital measurement concepts, terminology and analysis techniques, and the role of reports in Google Analytics, with specific examples for evaluating your digital marketing performance. This course will be of great interest to all marketing and data analysis professionals who would like a better understanding of how data analysis can improve web site performance, and to all learners who would like to learn more about Google Analytics.