• 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: Web Analytics Planning and Tactics

Discover practical tips and learn how to use and interpret Google Analytics reports to gain insights to feed into your planning.

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

    2 weeks
  • Weekly study

    3 hours

Learn to use web analytics reports to plan and improve your digital marketing

Being able to navigate and analyse Google Analytics reports to plan and improve digital marketing activity is a highly sought-after skill set.

On this two-week course, developed by The Open University with digital marketing experts, Target Internet, you’ll be guided on how to use Universal Analytics and Google Analytics 4 (GA4) reports to enhance your digital marketing.

Discover Universal Analytics and Google Analytics 4 reporting

There are currently two versions of Google Analytics that are widely in use. Universal Analytics is most commonly used and has been around for some time, whereas GA4 is Google’s latest version, which works across both websites and apps and offers some distinct advantages. On this course, you’ll learn about both, including their pros and cons, and core differences.

Explore different web analytics reports found in GA4 to use in your planning

You’ll explore a range of reports and how to find them, from overview or snapshot reports to real-time, audience, acquisition, behaviour, and conversion reports. You’ll also look at the additional engagement, monetisation, retention, and advertising reports that can be found in GA4.

Develop essential analytics skills required of anyone working in digital marketing

By the end, you’ll know how to navigate Google Analytics reports in both Universal Analytics and GA4 and use them to maximise the impact of your digital marketing activity.

You’ll benefit from practical training content created by experts at Target Internet who have provided digital marketing expertise to the likes of the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal, and Warner Bros.

What topics will you cover?

  • Analytics overview/snapshot reports
  • Real time reports
  • Audience reports
  • Acquisition reports
  • Behaviour reports
  • Conversion reports
  • Engagement reports
  • Monetisation reports
  • Retention reports
  • Advertising reports

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...

  • Identify the core differences between Universal Analytics and GA4
  • Explore the core report areas and where you should look for a particular report
  • Explore the technical factors behind web analytics so you can engage with developers effectively and understand analytics setup problems
  • Demonstrate how to plan analytics implementation and processes to maximise the impact of all digital marketing activity

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