• The Open University
  • Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide.

Digital Marketing Analytics and Measurement: Advanced Web Analytics

Explore the advanced features of Google Analytics and how to use them to draw out insights to improve your marketing activity.

Male professional sat at a desk looking at graphs on a computer screen
  • Duration

    2 weeks
  • Weekly study

    3 hours

Learn to use advanced web analytics features to gain better marketing insights

Want to draw out deeper insights to drive your digital marketing forward?

On this two-week course, you’ll learn about the more advanced functionality in Google Analytics and how you can use analytics techniques to create a robust approach to your analysis.

Discover advanced techniques within Google Analytics

Exploring the more advanced reports and features, you’ll learn about the less used analytics techniques and tools which can help you gain extra insights. This includes filters and segments that can help you investigate further by isolating traffic from a particular campaign or source. You’ll also explore analytics insights, analytics search, segments, and comparisons.

With this knowledge, you’ll learn how to interrogate the data to draw out insights across the user journey to help you understand how each channel, interaction, and piece of content is contributing to your end goals. This will allow you to optimise each step to maximise your conversion rate.

Learn to configure and customise Google Analytics setup using Tag Manager

You will discover how to configure Google Analytics based on your requirements and objectives. From customising reports and how they are visualised to analytics admin, configuration, setting up events, and tracking using Tag Manager.

By the end, you’ll know about the more advanced functionality and how to gain better insights to differentiate your digital marketing and drive results.

Gain digital marketing skills from industry experts

This course is designed by Target Internet’s CEO Daniel Rowles with The Open University. Daniel has provided expertise to well-known brands such as the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal, and Warner Bros.

What topics will you cover?

  • Analytics insights
  • Analytics search
  • Segments and comparisons
  • Analytics admin and configuration
  • Changing report views
  • Setting up events

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Explore the more advanced reports and features within Google Analytics
  • Identify how to configure Google Analytics based on your own use case and objectives
  • Interpret how to customise reports and how they are visualised within the Google Analytics interface
  • Investigate how to interrogate data effectively to gain insight

Who is the course for?

This course is ideal for those who are interested in using web and channel analytics to get more from their digital marketing activity.

It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications, and business.

Who will you learn with?

MD TargetInternet.com - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.

Host of the Digital Marketing Podcast, a global top 20 business podcast.

Who developed the course?

The Open University

As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.

  • Established

  • Location

    Milton Keynes, UK
  • World ranking

    Top 510Source: Times Higher Education World University Rankings 2020

Target Internet

Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide. As publishers of the global Digital Marketing Skills Benchmark and the Digital Marketing Podcast, they have unrivalled access to market insights and expertise.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn