Analyzing Web Metrics for Marketing Mastery Training

Lesson 1 • Reading Standard Analytics Reports

Teaches navigation of dashboards, date ranges, and default reports. Builds confidence in extracting raw numbers before applying analysis.

Lesson 2 • What Web Analytics Actually Measures

Defines web analytics and distinguishes quantitative from qualitative data. Establishes the measurement vocabulary used throughout the course.

Lesson 3 • Key Metric Categories for Marketers

Organises metrics into acquisition, behaviour, and outcome categories. Connects each category to a distinct stage of the marketing funnel.

Lesson 1 • Source and Medium Reporting

Teaches how to read source/medium dimensions to pinpoint traffic origins. Connects granular source data to campaign attribution decisions.

Lesson 2 • Building Audience Segments for Analysis

Demonstrates how to create custom segments to isolate specific visitor groups. Segments become the foundation for comparative analysis in later chapters.

Lesson 3 • Audience Demographics and Interests

Explores age, gender, and interest reports derived from behavioural signals. Links demographic insights to audience targeting and content strategy.

Lesson 4 • New vs. Returning Visitor Behaviour

Compares engagement patterns between first-time and repeat visitors. Informs retention strategy and lifecycle messaging decisions.

Lesson 1 • Site Search and Navigation Analysis

Uses site search data and navigation flow reports to reveal user intent gaps. Informs information architecture and content gap decisions.

Lesson 2 • Event Tracking for User Interactions

Explains how events capture clicks, video plays, downloads, and form interactions. Connects micro-interactions to macro conversion outcomes.

Lesson 3 • Bounce Rate and Exit Rate Analysis

Distinguishes bounce rate from exit rate and explains when each signals a problem. Guides decisions about landing page and content improvements.

Lesson 4 • Session Depth and Duration Metrics

Covers pages per session, session duration, and engagement rate. Reveals how deeply visitors explore a site and where attention drops.

Lesson 1 • Funnel Visualisation and Drop-Off Analysis

Uses funnel reports to map the conversion path and locate drop-off steps. Prioritises optimisation efforts by quantifying step-level abandonment.

Lesson 2 • Conversion Rate Calculation and Benchmarking

Teaches the conversion rate formula and how to segment it by channel and audience. Provides context for evaluating performance against industry norms.

Lesson 3 • Multi-Step Form and Checkout Analysis

Applies funnel and event data to diagnose abandonment in forms and checkout flows. Directly supports revenue recovery and lead volume improvements.

Lesson 4 • Goal Setup and Configuration

Walks through destination, duration, pages-per-session, and event goal types. Ensures goals are configured to fire accurately without double-counting.

Lesson 1 • Attribution Models and Their Trade-Offs

Compares last-click, first-click, linear, time-decay, and data-driven models. Explains how model choice changes credit distribution across touchpoints.

Lesson 2 • UTM Parameter Structure and Syntax

Explains the five UTM parameters and their required vs. optional status. Establishes consistent naming conventions to prevent fragmented reporting.

Lesson 3 • Campaign Report Interpretation

Reads campaign, source/medium, and ad content reports to evaluate performance. Connects UTM data to conversion and revenue outcomes.

Lesson 4 • Building and Managing UTM Links

Demonstrates URL builder tools and link management workflows for teams. Prevents common errors like duplicate parameters and inconsistent casing.

Lesson 1 • Shopping and Checkout Behaviour Funnels

Uses shopping behaviour and checkout behaviour funnels to locate abandonment. Quantifies revenue at risk from each drop-off step.

Lesson 2 • Customer Lifetime Value and Cohort Analysis

Introduces lifetime value metrics and cohort-based retention reporting. Connects repeat purchase behaviour to long-term revenue forecasting.

Lesson 3 • Product and Category Performance

Analyses product detail views, add-to-cart rates, and purchase rates by product. Identifies top sellers, underperformers, and cross-sell opportunities.

Lesson 4 • E-Commerce Tracking Setup Overview

Covers standard and enhanced e-commerce tracking implementation concepts. Distinguishes transaction-level from product-level data collection.

Lesson 1 • Anomaly Detection and Data Validation

Teaches methods to spot data spikes, drops, and collection errors before drawing conclusions. Protects analytical credibility by separating real trends from data artefacts.

Lesson 2 • Advanced Segment Construction

Builds multi-condition segments using behavioural, demographic, and technology criteria. Enables precise audience isolation for deeper comparative analysis.

Lesson 3 • Cohort and Retention Analysis

Applies cohort reports to measure how acquisition timing affects long-term engagement. Identifies which campaigns produce the most loyal users.

Lesson 4 • Comparative Reporting Techniques

Uses side-by-side segment comparison and period-over-period analysis. Reveals performance differences that aggregate data conceals.

Lesson 1 • Defining KPIs Aligned to Business Goals

Connects organisational objectives to specific, measurable KPIs for each marketing channel. Prevents vanity metric reporting by anchoring every KPI to a business outcome.

Lesson 2 • Continuous Improvement and Testing Cycles

Establishes a recurring analytics review cadence tied to optimisation experiments. Closes the loop between measurement, insight, action, and re-measurement.

Lesson 3 • Insight Narrative and Recommendation Writing

Structures analytical findings into a clear insight-action-impact narrative. Translates metric changes into business language for non-technical audiences.

Lesson 4 • Building Executive and Operational Dashboards

Designs dashboards for two audiences: executives needing summary views and operators needing detail. Applies data visualisation principles to maximise clarity.