Data is important in the design of marketing campaigns and Google Analytics is a common tool used to provide essential data to marketers and businesses. Google Analytics can help you monitor and analyse your website’s traffic and thus optimise your campaigns. This digital marketing course explains how to navigate the Google Analytics interface, craft critical reports and interpret essential metrics to improve your conversion rates.

Our first section explores the fundamentals of Google Analytics and shows you how to set up your account and install website tracking codes to begin collecting data. We discuss web traffic sources and explain how to apply data-driven insights from Google Analytics to optimise online marketing campaigns to propel your business towards sustainable growth. Our next section covers Google Ads and demonstrates how to link them with Analytics, thus enabling smarter decision-making based on campaigns, keywords and bid adjustment data. The course lays out different types of goals used in Analytics and describes the benefits of assigning value to them.

This digital marketing course then explains how to utilise goal funnels to identify potential friction points in the conversion process and optimise user journeys. Finally, we identify marketing assets and discuss how to create unique, measurable URLs for each asset using the Analytics custom URL builder. This course is suitable for marketing professionals, entrepreneurs, small business owners and anyone looking to enhance their ability to use Google Analytics to conduct market research. Sign up to learn how to leverage Google Analytics to understand customer behaviour better and increase sales with data-driven online marketing campaigns.