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All lessons in Digital and Web Analytics Lesson 2.2 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

Key metrics for each marketing channel

Your roadmap for this lesson

  • The common metrics for six marketing channels
  • Which metrics belong in your measurement plan
  • Why every channel needs an outcome metric

Short answer

Each marketing channel has its own metrics, like CPC for paid ads, open rate for email, or impressions for organic search. Your measurement plan should include only the few that connect to your goals. Every channel needs at least one outcome metric, such as conversions or revenue, so you can compare channels fairly.

Metrics by channel

ChannelCommon metrics
Organic searchImpressions, clicks, click-through rate, organic sessions, organic conversions
Paid search and adsImpressions, clicks, CPC, conversions, cost per acquisition, ROAS
Social mediaReach, engagement rate, link clicks, referral sessions
EmailOpen rate, click rate, conversions from email
ContentEngaged sessions, average engagement time, scroll depth, assisted conversions
Website overallUsers, sessions, engagement rate, conversion rate, revenue

Each channel course on this site goes deeper. Here, the skill is choosing which metrics belong in your plan.

Try it: match the metric

Sort each item into the right group.

  • ROAS

  • Open rate

  • Impressions in Search Console

  • Reach

  • Cost per click

  • Click rate on a newsletter

Quick quiz

1. Which metric fits paid ads best?
2. Why should every channel have an outcome metric?

Your action

Key terms

CPC
Cost per click.
ROAS
Return on ad spend: revenue divided by ad cost.
Referral session
A visit that came from a link on another site.
Assisted conversion
A conversion where a channel helped earlier in the journey.

Questions beginners ask

Why do platforms report different numbers?

Each platform counts with its own rules. Use your analytics tool as the shared source for outcomes.

Do I need all these metrics?

No. Pick the ones tied to your goals and ignore the rest.

Related lessons

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