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All lessons in Digital and Web Analytics Lesson 1.1 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

What is digital analytics?

Inside this lesson

  • What digital analytics means, in plain words
  • How digital analytics differs from web analytics
  • Why data beats opinion in marketing decisions

Short answer

Digital analytics is the practice of collecting, measuring, and interpreting data from every digital touchpoint, like your website, app, ads, email, and social pages. It shows which campaigns bring customers, where people get stuck, and what deserves more budget. Web analytics is the part that focuses only on your website.

Why digital analytics matters

Every visit, click, sign-up, and purchase online leaves a data trail. Digital analytics turns that trail into answers: which campaigns bring customers, where users get stuck, and what is worth more investment.

Without analytics, marketing decisions rely on opinion. With analytics, teams can test ideas, prove results, and stop spending on what does not work.

Example: A clothing shop in Cebu spends the same on Facebook ads and Google Ads. Analytics shows Google Ads drives 70% of purchases at half the cost per sale. The shop moves budget and grows revenue without spending more.

Digital analytics vs. web analytics

Web analyticsDigital analytics
ScopeOne websiteAll digital touchpoints
Data sourcesSite traffic and behaviorWebsite, apps, ads, email, social, CRM, search
Typical questionHow do users behave on our site?How do all our channels work together?
Example toolGoogle Analytics 4GA4 plus ad platforms, CRM, and dashboards

Web analytics is one part of digital analytics. Most work starts with the website because that is where many conversions happen, but strong analysts look across the whole customer journey.

Quick quiz

1. What does web analytics focus on?
2. What is the main benefit of analytics?

Your action

Key terms

Digital analytics
Measuring and analyzing data across all digital channels.
Web analytics
Measuring how people find and use one website.
Touchpoint
Any place a customer interacts with your brand online.
Data-driven decision
A choice backed by evidence instead of opinion.

Questions beginners ask

Do I need to know math for analytics?

Only basic division and percentages. Tools do the heavy counting for you.

Is web analytics still useful on its own?

Yes. Most conversions happen on a website, so it is the best place to start.

Related lessons

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