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All lessons in Digital and Web Analytics Lesson 8.2 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

Final assessment: digital analytics case study

Your roadmap for this lesson

  • What to submit for the final assessment
  • How the 100-point rubric works
  • What to learn next

Short answer

The final assessment is your completed Isla Coffee case study report plus a 10-minute presentation. It is graded out of 100 points across measurement planning, analysis accuracy, problem diagnosis, recommendations, reporting, and communication. You pass with 75 points. Afterward, earn the free Google Analytics Certification and add the case study to your portfolio.

What to submit

One combined case study report covering all six projects, plus a 10-minute presentation.

Grading rubric (100 points)

CriterionPointsWhat excellent work shows
Measurement plan15Clear objectives, SMART goals, and relevant KPIs
Data analysis accuracy20Correct calculations and correct use of metrics
Problem diagnosis20Root causes supported by segmented data
Recommendations20Specific, prioritized, and tied to business impact
Report and visualization15Right chart types, clear dashboard, readable layout
Communication10Plain language, confident delivery, good answers

Passing score: 75 points.

Course wrap-up

You can now plan measurement, read web analytics data, diagnose problems, optimize conversions, compare channels on business outcomes, and communicate recommendations.

Next steps: earn the free Google Analytics Certification on Google Skillshop, build a portfolio from this case study, and apply these skills in our SEO and Google Ads courses.

Quick quiz

1. What is the passing score?
2. Which criteria carry the most points?

Your action

Key terms

Rubric
A scoring guide with clear criteria.
Portfolio
A collection of work that shows your skills.
Google Analytics Certification
Google's free GA4 skills exam.
Passing score
The minimum points needed to pass.

Questions beginners ask

Do I get a certificate?

Use the Google Analytics Certification as your official credential. It is free from Google Skillshop.

Can I resubmit?

Yes. Use the rubric to improve weak areas and present again.

Related lessons

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