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All lessons in Digital and Web Analytics Lesson 6.1 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

Measuring SEO and paid advertising performance

This lesson covers

  • The three layers of SEO measurement
  • The five core paid ad formulas
  • Why ROAS must be compared with margin

Short answer

Measure SEO in three layers: visibility, traffic, and outcomes, and separate branded from non-branded queries. Measure paid ads with CTR, CPC, conversion rate, CPA, and ROAS. Always judge both by business outcomes like conversions and revenue, and compare ROAS against your profit margin, not revenue alone.

SEO in three layers

  1. Visibility: impressions, rankings, and indexed pages (Search Console).
  2. Traffic: organic clicks and sessions, CTR (Search Console and GA4).
  3. Outcomes: organic conversions, revenue, and leads (GA4).

Separate branded and non-branded queries. Branded growth reflects awareness; non-branded growth reflects SEO work. Go deeper in our SEO for Beginners course.

MetricFormulaWhat it tells you
CTRClicks ÷ ImpressionsAd relevance
CPCCost ÷ ClicksPrice of traffic
Conversion rateConversions ÷ ClicksLanding page and offer quality
CPACost ÷ ConversionsCost to get a customer or lead
ROASRevenue ÷ Ad costReturn on ad spend

Example: ₱50,000 spend returning ₱200,000 revenue = ROAS of 4 (400%). Compare ROAS with profit margin, not just revenue. Bidding and attribution are covered in our Google Ads for Beginners course.

Try it: calculate ROAS

    Quick quiz

    1. ₱30,000 spend and ₱90,000 revenue gives ROAS of...
    2. CPA equals...

    Your action

    Key terms

    CPA
    Cost per acquisition: cost divided by conversions.
    ROAS
    Revenue divided by ad cost.
    Branded query
    A search that includes your brand name.
    Profit margin
    The share of revenue left after costs.

    Questions beginners ask

    Is a ROAS of 2 good?

    Only if your margin is above 50%. Otherwise you lose money on each sale.

    Why separate branded searches?

    Branded growth reflects awareness. Non-branded growth reflects SEO work.

    Related lessons

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