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Digital Skills: Web Analytics

Learn about the importance of web analytics, and how businesses use different techniques to assess and manage their performance.

8,505 enrolled on this course

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  • Duration

    3 weeks
  • Weekly study

    2 hours
  • 100% online

    How it works
  • Digital upgrade

  • Accreditation

    AvailableMore info
The CPD Certification Service

This course has been certified by the CPD Certification Service as conforming to continuing professional development principles. Find out more.

Explore the world of web analytics

What is web analytics, and why is it important for businesses? Within this course, you’ll explore some of the fundamentals of this increasingly popular skill and learn how businesses can apply different techniques to understand, assess and manage their performance.

You’ll begin by looking at the basics of web analytics, including the different types of analytics and what they’re used for, before exploring some key areas in more detail.

Discover how businesses can effectively use web analytics techniques to improve performance

Running a successful online business often requires a good working knowledge of web analytics. As you work your way through the course, you’ll find out why web analytics skills are becoming essential for all kinds of organisation.

You’ll look at some of the essential techniques which can help you to continually improve your product or business, examining concepts including segmentation and benchmarking, and exploring the five steps to creating a measurement plan. You will also learn the processes involved in creating a successful online business, including measuring outcomes and optimising conversion rates.

Learn the basics of Google Analytics and Adobe Analytics and develop skills to grow your career

As you round off the course, you will learn how to apply web analytics in a business setting, looking particularly at Google Analytics and Adobe Analytics. If you’re wondering what a Digital Analyst does and what responsibilities they have, you’ll find details here. Whether you’re hoping to get a job in the industry or learn web analytics best practices, this is the course for you.

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Skip to 0 minutes and 0 seconds [BRIGHT MUSIC] We live in a world where the majority of businesses have an online presence. A website is a fantastic opportunity to make a great first impression on your visitors. Think back to the last item you purchased online. What made you choose that website? How easy was it to find what you were looking for? Did you come across any difficulties while navigating it? Ensuring a website reaches the right audience provides a good user experience and ultimately helps the business achieve its objectives are all essential factors to having a successful website. But how do you actually measure it? What metrics should you be tracking?

Skip to 0 minutes and 46 seconds Web analytics is the collection and use of data about a website, which you can use to gain valuable insights needed to help achieve business objectives. This course will cover what web analytics is and why it is useful for the business. We’ll also look at different types of web analytics and what they measure. Finally, we will walk through how to ensure you have good-quality data, some web analytics tools, and how web analytics can help achieve business objectives. If you’d like to learn more about website analytics, understand how customers interact with websites, and how these insights can help businesses succeed, then this is the course for you.

What topics will you cover?

Week 1 - Analytics basics

  • Describe what web analytics is
  • Identify the different types of analytics including descriptive, diagnostic, predictive and prescriptive analytics
  • Explain why web analytics is important for businesses and how it helps in achieving business objectives

Week 2 - Web analytics data and measurement plan

  • Describe what a measurement plan is and why it is important
  • Identify the different stages of building a measurement plan
  • Describe what segmentation is and why it is a useful analytical technique when looking to personalise customer experiences
  • Explain the role of web analytics for a successful online business through looking at an example measurement plan case study
  • Describe what a conversion is and the identify differences between a macro and micro conversion
  • Explain what a conversion funnel is and how web analytics can be used at each stage of the funnel
  • Understand what conversion rate optimisation is and explain why it is important to obtain quality and relevant data to measure business performance

Week 3 - Analytics tools

  • Understand what web analytics tools are
  • Explain how Google and Adobe Analytics work
  • Explore the challenges of web analytics
  • Understand a typical career journey, job description and example of a day in the life of a digital analyst

Who is this accredited by?

The CPD Certification Service
The CPD Certification Service:

The CPD Certification Service was established in 1996 and is the leading independent CPD accreditation institution operating across industry sectors to complement the CPD policies of professional and academic bodies.

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

  • Available now

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...

  • Describe what web analytics is
  • Explain why it is important for businesses
  • Identify the different types of analytics
  • Describe the various web analytics processes and metrics
  • Understand how to create a measurment plan
  • Describe what conversions are and what a conversion funnel is
  • Explore the key features of web analytics tools such as Google and Adobe Analytics
  • Understand what skills and typical experiences people face when undertaking a web analytics career

Who is the course for?

This course is for anyone with an interest in web analytics, and is looking to develop their entrepreneurial skills, preparing to enter the workplace or looking to change careers. If you want to learn the basics of web analytics and understand how to use a variety of analytics techniques and tools, this is the ideal opportunity. No prior experience or qualifications required.

Interested in growing your digital skills more widely? Discover more Digital Skills courses from Accenture.

Who developed the course?


Accenture is a global professional services company with leading capabilities in digital, cloud and security. Combining unmatched experience and specialised skills across more than 40 industries, Accenture offers Strategy and Consulting, Technology and Operations services and Accenture Song — all powered by the world’s largest network of Advanced Technology and Intelligent Operations centres.

What's included?

Accenture are offering everyone who joins this course a free digital upgrade, so that you can experience the full benefits of studying online for free. This means that you get:

  • Unlimited access to this course
  • Includes any articles, videos, peer reviews and quizzes
  • Tests to validate your learning
  • A PDF Certificate of Achievement to prove your success when you’re eligible
  • 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

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