Digital and Web Analytics

What is digital analytics, and how is it different from web analytics? A simple intro to using data for business decisions and smarter marketing spend.

3 min · 2 activities

The four types of analytics, descriptive, diagnostic, predictive, and prescriptive, each answer a different question. Simple marketing examples for every type.

3 min · 3 activities

A metric counts something. A KPI tracks progress toward a business goal. Connect analytics KPIs to objectives and see how each team level uses them to decide.

3 min · 3 activities

A measurement plan turns goals into numbers: SMART goals, KPIs, targets, and segments, with ready examples for online stores, B2B firms, and local services.

4 min · 3 activities

Marketing metrics by channel, sorted for you: what to watch for organic search, paid ads, social, email, content, and your website, and how to choose a few.

3 min · 3 activities

Analytics data sources explained: first, second, and third-party data, how tracking collects it, and the quality problems that quietly skew your numbers.

3 min · 2 activities

Averages hide problems. Data segmentation in analytics splits users by device, channel, and new vs returning, so you can spot issues and tailor offers.

3 min · 2 activities

Users vs sessions vs page views vs events: what each one counts, why the totals never match, and how the GA4 event-based model ties them together.

3 min · 2 activities

UTM parameters tell analytics exactly where a visit came from. Set source, medium, and campaign correctly and see how GA4 sorts traffic into default channels.

3 min · 3 activities

Landing page analytics shows which pages bring visitors in and how they perform. Add heatmaps and session recordings to see why people stay or leave.

3 min · 2 activities

Engagement rate vs conversion rate in GA4: what counts as an engaged session, how bounce rate changed, and why only conversions prove real value.

3 min · 2 activities

How to read analytics reports with confidence: dimensions vs metrics, totals vs rates, and a five-step check for sudden drops, spikes, and odd numbers.

3 min · 2 activities

Google Analytics 4 basics in plain language: properties, data streams, events, key events, and the reports you will open most, all with simple examples.

4 min · 3 activities

The Search Console performance report covers what happens before the click: impressions, clicks, CTR, and position, filling the gap GA4 cannot see.

3 min · 2 activities

Adobe Analytics vs Google Analytics: what Adobe offers, which big companies use it, how it differs from GA4, and why most small businesses never need it.

3 min · 2 activities

Google Tag Manager basics through one example: track a button click with a tag, trigger, and variable, test it in preview mode, and respect consent settings.

3 min · 3 activities

Connect GA4 with Google Ads, Search Console, Looker Studio, BigQuery, and your CRM, and pick analytics tools for small business that fit your budget and skills.

3 min · 2 activities

What is a conversion? Any action that moves a visitor closer to buying. Tell macro from micro conversions and map the journey from awareness to loyal customer.

3 min · 3 activities

Conversion funnel analysis in GA4: build the funnel, measure each step and its drop-off, and find the usual reasons shoppers leave right before checkout.

3 min · 2 activities

How to calculate conversion rate without fooling yourself: pick the right denominator, compare segments fairly, and know when numbers are too small to trust.

3 min · 3 activities

Too many website fixes and too little time? CRO prioritization with the ICE score rates impact, confidence, and ease, so the best ideas get done first.

3 min · 3 activities

A/B testing basics in five steps: write a hypothesis, split traffic, wait for enough visitors, check significance, and dodge the mistakes that fake a winner.

3 min · 2 activities

Measuring SEO and PPC performance side by side: visibility, traffic, and outcomes for organic search, then CTR, CPC, CPA, and ROAS for paid campaigns.

3 min · 3 activities

Content performance metrics beyond likes: direct and assisted conversions from posts, plus how source, speed, and message match shape landing pages.

3 min · 2 activities

Compare marketing channels on the same outcome, not clicks. Read CPA by channel and see how attribution models can crown a different channel the winner.

3 min · 3 activities

Four questions for any campaign performance analysis: did it reach its objective, at what cost, compared to what, and which vanity metrics are hiding the truth?

3 min · 2 activities

A marketing performance report in five parts, with how often to send it and which numbers each reader needs, from the CEO down to the campaign team.

3 min · 2 activities

A good marketing dashboard answers one question per chart. Match chart types to questions, follow simple design rules, and build one in Looker Studio.

3 min · 3 activities

Month over month, year over year comparison, or vs target? Pick the right one, use the percentage change formula, and treat industry benchmarks with care.

3 min · 2 activities

Going from data to insights takes three questions: What happened, so what, and now what. Turn numbers into recommendations a busy boss will actually act on.

3 min · 3 activities

A digital analytics case study for a Philippine coffee shop. Plan the measurement, compare channels, spot funnel leaks, and recommend fixes like an analyst.

4 min · 3 activities

The digital analytics assessment: submit the Isla Coffee case study and presentation, review the 100-point rubric, and plan what to study after this course.

3 min · 2 activities