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All lessons in Digital and Web Analytics Lesson 6.2 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

Social, content, and landing page performance

Inside this lesson

  • How to measure social and content beyond likes
  • What assisted conversions reveal
  • How to judge a landing page

Short answer

Social media and content often influence buyers before the final click, so measure on-platform engagement, on-site behavior, and both direct and assisted conversions. Judge landing pages by conversion rate per traffic source, engagement, load speed, and message match. The same page can work for email subscribers and fail for cold social traffic.

Social and content

  • On-platform: reach, engagement rate, shares, saves, video views.
  • On-site: referral sessions, engagement rate, pages per session.
  • Outcomes: direct conversions and assisted conversions.

A blog post with few direct sales may still appear in many converting journeys. GA4’s conversion paths report reveals this.

Landing page effectiveness

  • Conversion rate by traffic source.
  • Engagement rate and scroll depth.
  • Load speed (Core Web Vitals).
  • Message match: does the page deliver what the ad or link promised?

Compare the same page across channels. A page converting at 6% from email but 0.5% from social may need a separate version for cold audiences.

Quick quiz

1. What does an assisted conversion show?
2. A page converts 6% from email and 0.5% from social. Best next step?

Your action

Key terms

Assisted conversion
A conversion where the channel helped earlier.
Conversion path
The sequence of channels before a conversion.
Message match
When a page delivers what the ad or link promised.
Core Web Vitals
Google's page speed and stability metrics.

Questions beginners ask

My blog gets few direct sales. Is it useless?

Check conversion paths. Blogs often assist sales that close later.

Where are conversion paths in GA4?

Advertising, then Attribution, then Conversion paths.

Related lessons

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