Instructions
Google Analytics is a service offered by Google that generates detailed statistics about a website’s traffic and traffic sources and measures conversions and sales. It’s the most widely used website statistics service.
The basic service is free of charge and a premium version is available for a fee. Web Analytics can track visitors from all referrers, including search engines and social networks, direct visits and referring sites. It also tracks display advertising, pay-per-click networks, email marketing and digital collateral such as links within PDF documents.
These Web Analytics courses provides a foundation for marketers and analysts seeking to understand the core principles of digital analytics and to improve business performance through better digital measurement. Course highlights include:
• An overview of today’s digital measurement landscape
• Guidance on how to build an effective measurement plan
• Best practices for collecting actionable data
• Descriptions of key digital measurement concepts, terminology and analysis techniques
• Deep-dives into Web Analytics reports with specific examples for evaluating your digital marketing performance
The Analytics Academy offers several free courses. For this assignment, you are asked to complete:
• Google Analytics for Beginners
• Advanced Google Analytics
Deliverables:
You will be required to submit:
• An approximate 2-page written submission summarizing key learnings about the two required
Web Analytics courses. Your submission CANNOT exceed 2 pages, double spaced, 12 pt. font.
Sample Solution
What is Google Analytics?
Google Analytics is a powerful tool for understanding and analyzing website traffic and user behavior. The Google Analytics for Beginners course provided a comprehensive overview of the basic functionalities and features of Google Analytics. The course covered the importance of tracking website traffic and how to set up a Web Analytics account, as well as how to add tracking code to a website. It also covered the various reports available in Google Analytics, such as the Audience, Acquisition, and Behavior reports.
One key takeaway from the Beginners course was the importance of setting up a measurement plan. A measurement plan helps to define business objectives, identify key performance indicators (KPIs), and establish targets for each KPI. This plan then guides the data collection and analysis in Google Analytics, ensuring that the data collected is relevant and useful for decision-making.
The Advanced Google Analytics course built on the knowledge gained in the Beginners course and delved deeper into the advanced features and functionalities of Web Analytics. The course covered topics such as data collection, processing, and configuration. It also covered how to set up custom dimensions and metrics, as well as how to use segments and filters to analyze data.
One key takeaway from the Advanced course was the importance of data accuracy and integrity. It is crucial to ensure that the data collected in Google Analytics is accurate and free from errors, as this data is often used to make important business decisions. The course covered various techniques for ensuring data accuracy, such as setting up filters to exclude internal traffic and spam, and using the Google Tag Assistant to troubleshoot tracking issues.
Overall, the two Web Analytics courses provided a comprehensive understanding of how to use Google Analytics to analyze website traffic and user behavior. The courses emphasized the importance of setting up a measurement plan and ensuring data accuracy, which are critical for making informed business decisions. The knowledge gained from these courses can be applied to optimize website performance and drive business growth.
