Online ExpertTrack in Business & Management

Digital Marketing Analytics and Measurement

Understand how to use web and channel analytics to plan, implement and optimise effective digital marketing campaigns.

Created by

The Open UniversityThe Open University

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Co-created by

Target InternetTarget Internet

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Learn to measure and analyse web analytics to drive your digital marketing

Using web analytics is key in helping you develop a successful digital marketing strategy to grow your business.

Over ten weeks, this ExpertTrack will give you the skills you need to use and interpret web and channel analytics reports to plan and optimise your digital marketing. This knowledge will help you become a more strategic, data-driven marketer.

Develop web analytics skills to achieve your digital marketing objectives

You’ll discover the core principles of web analytics, how to set digital marketing objectives and how to turn them into analytics goals. Using practical guidance, you’ll learn how to use Google Analytics, including how to set up goals, and create reports and dashboards. You’ll also build your knowledge of analytics tracking using Google Tag Manager and explore advanced features and technical considerations.

Your learning will cover Google Analytics 4 (GA4), which is similar to many other commercial analytics packages, so the principles you learn will be transferable.

Explore Google Analytics reports and go beyond last-click attribution

Diving deeper, you’ll learn how to interpret and analyse web and channel analytics reports and use attribution modelling reports to see how different channels and content contributes to your end goals. You’ll be guided on how to draw out better insights, so you can feed them into your planning and optimise your marketing activity.

Use analytics dashboards to take a data-centric approach to planning

Finally, you’ll learn about creating and using Google Analytics dashboards. These will inform your channel planning and uncover insights that may be missed in web or channel analytics. This will help you better understand the value of your digital marketing and interactions between channels.

By the end, you’ll know how to set effective digital objectives and take a data-driven approach to optimise your digital marketing.

Learn about web analytics with digital marketing experts

You’ll learn from Target Internet, who have provided expertise for the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oréal and Warner Bros. You’ll benefit from practical and hands-on training content and best practice approaches to develop in-demand key skills.

The courses in this ExpertTrack are designed to complement each other, so it’s recommended that you take them in the order presented to develop your knowledge effectively.

Industry statistics

  • Median base salary

  • UK job openings/month


Key skills you will learn

  • Set up analytics goals for successful digital marketing
  • Set up analytics tracking using Tag Manager
  • Analyse web analytics using Google Analytics 4
  • Interpret channel analytics and conduct analysis
  • Analytics tracking using Google Tag Manager
  • Use reporting dashboards to gain insights
  • Technical awareness to help you engage with developers
  • Channel and website analytics planning

Learning outcomes

By the end of the ExpertTrack, you’ll be able to...

  • Interpret and understand web analytics reports
  • Interpret and understand channel analytics reports
  • Analyse analytics to plan digital marketing activity
  • Analyse analytics to optimise current activity
  • Produce digital marketing objectives

Experience required

This ExpertTrack is ideal for anyone who would like to deepen their understanding of web analytics. You may benefit from having a basic understanding of digital marketing channels to join, and any work experience will help contextualise your learning.

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

If you are looking to gain introductory digital marketing skills, see our ExpertTrack Introduction to Digital Marketing.

Getting started

This ExpertTrack will help anyone who would like to use web and channel analytics to get more from their digital marketing activity.

The courses are suitable for those who want to grow their digital marketing skills; traditional marketers and communicators who would like to accelerate their digital skills; or more experienced marketers who want to cement their knowledge and learn latest trends.

The content has a global focus and the skills you will learn can be applied to a wide range of marketing roles around the world.

ExpertTrack course overview

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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How ExpertTracks work

Join an ExpertTrack to master new skills in your chosen specialist area. Work through a series of topic-focused courses at your own pace, and pass the final assessment to earn a digital certificate award which proves your expertise.

Join a free 2-day trial

Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.

Keep learning for $39/month

Pay a monthly subscription fee of $39 for as long as it takes you to complete the ExpertTrack. You can learn at your own pace and cancel at any time.

Earn digital certificates

Receive a certificate for every completed course and pass the final assessment to earn a digital certificate.

Become an expert

Use your specialist training to progress further in your career or build expertise in areas you’re passionate about.

World-class learning with 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

World-class learning with 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

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After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends


ExpertTracks are a series of online courses designed to help you master new skills in specialist areas. You pay a monthly subscription fee which includes access to all courses within the ExpertTrack, as well as assessments and the final digital certificate.

Each ExpertTrack comes with a 2-day free trial period. You may cancel your subscription at any time and your subscription will automatically cancel when you finish the courses and assessments in your chosen ExpertTrack.

Yes. All of our ExpertTracks come with a 2-day free trial. You may claim one free trial period per ExpertTrack.

You have two days before you will be charged your first monthly subscription fee. When you join an ExpertTrack you automatically receive a 2-day free trial period. You can cancel at any time during the trial period and no payment will be taken from your account.

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No, all of our ExpertTracks consist of fully online courses. This means you can take an ExpertTrack from anywhere in the world.

No. ExpertTracks are designed for you to master new skills in a specialist area. You will earn a digital certificate that proves your learning, but it does not carry accreditation.

If you’re looking for certified or accredited courses, many of our microcredentials offer university credit or professional certification.

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