Web Analytics & Digital Marketing Analytics – Zero to Hero Course Syllabus

This comprehensive course provides a structured, end-to-end journey from foundational concepts to advanced digital marketing analytics techniques. Designed for beginners, it covers data collection, processing, analysis, and reporting using industry-standard tools like Google Analytics, Google Tag Manager, and SQL. With approximately 6 hours of on-demand content, learners will build practical skills through real-world examples and frameworks, culminating in a final project that demonstrates mastery of analytics workflows and data-driven decision-making.

Module 1: Analytics Foundations & Data Collection

Estimated time: 0.75 hours

• Overview of digital analytics and the measurement lifecycle
• Understanding the ACCORD measurement framework
• Implementing tracking with Google Tag Manager
• Configuring tags, triggers, and variables

Module 2: Google Analytics Setup & Configuration

Estimated time: 1 hour

• Setting up Google Analytics accounts, properties, and views
• Configuring goals and event tracking
• Applying filters and segments
• Creating custom dimensions and metrics

Module 3: Data Processing & ETL Concepts

Estimated time: 0.75 hours

• Understanding data collection pipelines
• Performing data quality checks and cleansing
• Introduction to SQL for querying web analytics data
• Using BigQuery to extract and analyze data

Module 4: KPI Definition & Dashboarding

Estimated time: 1 hour

• Selecting KPIs for traffic, engagement, and conversions
• Measuring ROI and campaign performance
• Building interactive dashboards in Google Data Studio
• Creating reports using Excel

Module 5: Audience Segmentation & Cohort Analysis

Estimated time: 0.75 hours

• Creating audience segments by behavior and demographics
• Analyzing user acquisition sources
• Performing cohort analysis
• Measuring retention and lifetime value

Module 6: Experimentation & Optimization

Estimated time: 1 hour

• Designing A/B and multivariate tests
• Formulating hypotheses and determining sample size
• Ensuring statistical significance
• Using Google Optimize for test implementation

Module 7: Attribution Modeling & ROI Measurement

Estimated time: 0.75 hours

• Comparing attribution models: last-click, linear, time-decay, data-driven
• Calculating channel-level ROI
• Assessing customer lifetime value for budget allocation

Module 8: Reporting & Stakeholder Communication

Estimated time: 0.5 hours

• Automating report delivery
• Using narrative storytelling to present data
• Communicating insights to marketing and executive teams

Prerequisites

• Familiarity with basic digital marketing concepts
• Access to a Google Analytics and Google Tag Manager account
• Basic computer and internet skills

What You'll Be Able to Do After

• Set up and configure Google Analytics and Google Tag Manager
• Define and track key performance indicators across marketing channels
• Segment audiences and analyze user behavior patterns
• Design and interpret A/B tests for campaign optimization
• Build dashboards and reports to communicate actionable insights