Web Analytics & Digital Marketing Analytics – Zero to Hero Course

Module 1: Analytics Foundations & Data Collection

⏳ 45 minutes

• Overview of digital analytics and measurement frameworks (e.g., ACCORD)

• Implementing tracking with Google Tag Manager: tags, triggers, and variables

Module 2: Google Analytics Setup & Configuration

⏳ 1 hour

• Account, property, and view settings; setting up goals and event tracking

• Configuring filters, segments, and custom dimensions/metrics

Module 3: Data Processing & ETL Concepts

⏳ 45 minutes

• Data collection pipelines, data quality checks, and cleansing essentials

• Intro to SQL queries for pulling web analytics data from BigQuery

Module 4: KPI Definition & Dashboarding

⏳ 1 hour

• Selecting relevant KPIs for traffic acquisition, behavior, and outcomes

• Building interactive dashboards in Google Data Studio or Excel

Module 5: Audience Segmentation & Cohort Analysis

⏳ 45 minutes

• Creating user segments by behavior, demographics, and acquisition source

• Performing cohort analyses to measure retention and lifetime value

Module 6: Experimentation & Optimization

⏳ 1 hour

• Designing A/B and multivariate tests: hypothesis, sampling, and significance

• Using tools like Google Optimize to implement and analyze experiments

Module 7: Attribution Modeling & ROI Measurement

⏳ 45 minutes

• Comparing last-click, linear, time-decay, and data-driven attribution models

• Calculating channel-level ROI and lifetime value for budget allocation

Module 8: Reporting & Stakeholder Communication

⏳ 30 minutes

• Automating report delivery and narrative storytelling with data

• Presenting insights and recommendations to marketing and executive teams

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