Web Analytics and Traffic Analysis Tools Course

Lesson 1 • How Data Flows Into Tools

Explains the technical path from user action to dashboard number. Grounds later tagging and tracking work in a clear mental model.

Lesson 2 • Setting Measurement Objectives

Teaches goal-setting frameworks that align analytics with business strategy. Prevents vanity-metric traps before tool configuration begins.

Lesson 3 • Core Metrics and Dimensions

Introduces sessions, users, pageviews, bounce rate, and dimensions. Connects each metric to a specific business decision.

Lesson 1 • Choosing the Right Analytics Platform

Compares major analytics platforms by feature set, data ownership, and cost. Enables informed platform selection before any installation work.

Lesson 2 • Verifying Data Collection Accuracy

Applies real-time reports and browser debugging tools to confirm correct tag firing. Catches implementation errors before they corrupt historical data.

Lesson 3 • Property and View Configuration

Covers account hierarchy, property settings, and filtered views. Ensures clean, segmented data from day one of collection.

Lesson 4 • Data Retention and Governance Setup

Configures data retention periods and documents the measurement plan. Establishes governance habits that support compliance and auditability.

Lesson 1 • Organic Search Traffic Analysis

Connects analytics data with search console data to evaluate keyword-level performance. Reveals landing page quality and organic visibility gaps.

Lesson 2 • Referral and Email Traffic Deep Dive

Evaluates referral domain quality and email campaign performance using click-to-conversion paths. Identifies high-value partnerships and underperforming email segments.

Lesson 3 • UTM Campaign Tagging

Teaches the five UTM parameters and their correct application to marketing links. Enables accurate attribution of paid and owned media campaigns.

Lesson 4 • Paid and Social Channel Evaluation

Analyses cost-per-click, return on ad spend, and engagement metrics across paid and social channels. Connects spend data to on-site behaviour outcomes.

Lesson 1 • Technology and Device Behaviour

Compares performance across devices, browsers, and operating systems. Surfaces technical friction points that degrade conversion on specific platforms.

Lesson 2 • Cohort and Retention Analysis

Groups users by acquisition date to measure retention and engagement decay over time. Reveals whether product or content changes improve long-term loyalty.

Lesson 3 • Demographic and Geographic Insights

Analyses age, gender, location, and language data to map audience composition. Connects demographic patterns to content relevance and localisation needs.

Lesson 4 • Building and Applying Segments

Creates user and session segments using behavioural, demographic, and technology conditions. Segments become the lens for all subsequent audience analysis.

Lesson 1 • Funnel Visualisation and Analysis

Builds multi-step funnels to expose where users abandon conversion paths. Prioritises optimisation efforts by quantifying drop-off at each step.

Lesson 2 • E-Commerce Tracking Setup

Configures standard and enhanced e-commerce tracking to capture product impressions, clicks, and transactions. Enables revenue attribution and product performance analysis.

Lesson 3 • Defining and Creating Goals

Covers destination, duration, pages-per-session, and event goal types. Maps each goal type to a specific business conversion scenario.

Lesson 4 • Conversion Rate Optimisation Basics

Uses conversion data to identify underperforming pages and prioritise tests. Bridges analytics measurement with structured improvement cycles.

Lesson 1 • Data Layer Architecture

Designs a structured data layer to pass dynamic page and user data to the tag manager. Enables scalable, maintainable tracking without hardcoded tag values.

Lesson 2 • Server-Side Tagging Fundamentals

Moves tag execution from the browser to a server container to improve performance and data control. Addresses cookie restrictions and third-party script limitations.

Lesson 3 • Custom Dimensions and Metrics

Creates hit-, session-, and user-scoped custom dimensions to capture business-specific data points. Extends the default schema to support unique reporting requirements.

Lesson 4 • Cross-Domain and Cross-Device Tracking

Configures linker parameters and user ID to stitch sessions across domains and devices. Eliminates artificial session breaks that inflate user counts.

Lesson 1 • Custom Report Construction

Builds flat table, percentage, and pivot custom reports using selected metrics and dimensions. Replaces generic default reports with business-specific views.

Lesson 2 • Dashboard Design Principles

Applies data visualisation best practices to arrange KPIs, charts, and tables for fast comprehension. Prevents information overload and misinterpretation by stakeholders.

Lesson 3 • Communicating Insights to Stakeholders

Translates dashboard data into narrative insights with clear recommendations. Builds the analytical storytelling skill needed to drive decisions from data.

Lesson 4 • Automated Reporting and Alerts

Configures scheduled email reports and custom alerts for metric anomalies. Ensures stakeholders receive timely data without manual intervention.

Lesson 1 • Predictive Metrics and Audience Activation

Uses predictive purchase probability and churn scores to build high-value audience segments. Activates analytics data in ad platforms to improve targeting efficiency.

Lesson 2 • Attribution Modelling and Path Analysis

Compares last-click, first-click, linear, and data-driven attribution models to understand channel contribution. Informs budget reallocation with multi-touch evidence.

Lesson 3 • A/B and Multivariate Testing Integration

Connects experimentation platforms to analytics to measure test impact on conversion goals. Ensures statistical rigour in interpreting test results.

Lesson 4 • Building a Measurement Framework

Structures a measurement plan that maps business objectives to KPIs, segments, and data sources. Creates the governance document that guides all analytics decisions.