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All lessons in Digital and Web Analytics Lesson 8.1 of 32

Module 1: Introduction to Digital Analytics

  1. 1.1What is digital analytics?
  2. 1.2The four types of analytics
  3. 1.3Connecting analytics to business objectives and KPIs

Module 2: Analytics Data and Measurement Planning

  1. 2.1How to build a measurement plan
  2. 2.2Key metrics for each marketing channel
  3. 2.3Data sources, collection, and data quality
  4. 2.4Segmentation and personalization

Module 3: Web Analytics Fundamentals

  1. 3.1Users, sessions, page views, and events
  2. 3.2Traffic sources, channels, and UTM parameters
  3. 3.3Landing pages and user behavior
  4. 3.4Engagement metrics and conversion metrics
  5. 3.5Reading reports, trends, and anomalies

Module 4: Analytics Tools and Platforms

  1. 4.1Google Analytics 4 fundamentals
  2. 4.2Google Search Console performance data
  3. 4.3Adobe Analytics overview
  4. 4.4Tag management and tracking implementation
  5. 4.5Connecting tools and choosing the right stack

Module 5: Conversion Funnels and Optimization

  1. 5.1What is a conversion?
  2. 5.2Conversion funnels and drop-off points
  3. 5.3How to calculate conversion rate
  4. 5.4Prioritizing conversion improvements
  5. 5.5Introduction to A/B testing

Module 6: Digital Marketing Performance Analysis

  1. 6.1Measuring SEO and paid advertising performance
  2. 6.2Social, content, and landing page performance
  3. 6.3Comparing acquisition channels
  4. 6.4Evaluating campaigns and avoiding vanity metrics

Module 7: Reporting, Visualization, and Insights

  1. 7.1Building a marketing performance report
  2. 7.2Data visualization and dashboards
  3. 7.3Comparing periods and benchmarking
  4. 7.4Turning data into actionable recommendations

Module 8: Analytics Projects and Practical Assessment

  1. 8.1Analytics case study: Isla Coffee Co.
  2. 8.2Final assessment: digital analytics case study

Analytics case study: Isla Coffee Co.

Covered here

  • How to apply every module to one business
  • Six project tasks from plan to report
  • How to work from raw channel data

Short answer

This case study applies the whole course to one business, Isla Coffee Co., a Philippine online coffee retailer aiming to grow revenue 25% in six months. You will write a measurement plan, analyze channels, find funnel problems, evaluate campaigns, prioritize recommendations, and present your findings in a report and dashboard.

The brief

Isla Coffee Co. sells beans, drip bags, and brewing gear online. It wants to grow online revenue 25% over the next 6 months. Last quarter’s data:

ChannelSessionsAdd to cartPurchasesRevenue (₱)Spend (₱)
Organic search18,0001,440360432,0000
Paid search9,000900270351,00090,000
Paid social15,0006009099,00075,000
Email3,000450150210,0006,000
Direct5,000400130169,0000

Extra facts: 68% of sessions are mobile, but only 41% of purchases are mobile. Checkout requires account creation. Paid social traffic doubled this quarter while its revenue rose only 10%.

The six projects

  1. Measurement plan: objectives, SMART goals, KPIs, targets, segments, and key events. (Modules 1 and 2)
  2. Performance report analysis: conversion rate, add-to-cart rate, average order value, and revenue share by channel. (Module 3)
  3. Traffic and conversion problems: a funnel by device, the largest drop-off, three likely causes, and one A/B test. (Module 5)
  4. Campaign evaluation: CPA and ROAS for paid search, paid social, and email, plus why paid social grew without revenue. (Module 6)
  5. Recommendations: 3 to 5 ideas ranked with ICE, each with data, impact, owner, and timeline. (Modules 5 to 7)
  6. Performance report: a dashboard and a 5 to 8 slide presentation for the owner. (Module 7)

Download the case study data

Columns: Channel, Sessions, Add to cart, Purchases, Revenue (PHP), Spend (PHP), Conversion rate, AOV, CPA, ROAS

Opens in Excel, Google Sheets, or Numbers.

Quick quiz

1. What is paid search ROAS for Isla Coffee?
2. Mobile is 68% of sessions but 41% of purchases. This points to...

Your action

Key terms

Case study
A realistic business problem used for practice.
Average order value
Revenue divided by purchases.
Add-to-cart rate
Add to carts divided by sessions.
Revenue share
A channel's share of total revenue.

Questions beginners ask

Can I use my own business instead?

Yes. Swap in your own GA4 data or the GA4 demo account.

How long does the case study take?

Plan for 3 to 5 hours across the six projects.

Related lessons

Want someone to set up your analytics and reporting while you learn? The team at Remar Digital can help.