Web Analytics Certification Course
Learn how to collect, analyze, and act on website data to optimize marketing performance, improve user experience, and drive measurable business growth.
Why Web Analytics is a Must-Have Skill
Data is the foundation of every successful digital marketing decision. Web analytics tells you who is visiting your site, where they come from, what they do, and whether your marketing is working. This course gives you the tools and frameworks to become a data-driven marketer.
Google Analytics 4 Mastery
Deep dive into GA4 — the industry-standard analytics platform — with hands-on configuration and reporting.
Conversion Tracking
Set up goals, events, and e-commerce tracking to measure what matters most to your business.
Google Tag Manager
Manage all your tracking tags without touching website code using GTM.
Data Studio Dashboards
Build beautiful, automated reporting dashboards in Looker Studio for clients and stakeholders.
Heatmaps & UX Analytics
Use tools like Hotjar and Microsoft Clarity to understand user behavior visually.
Attribution Modeling
Understand which channels and touchpoints actually drive conversions with attribution models.
Course Curriculum
Module 1: Web Analytics Fundamentals
- What is web analytics?
- Types of web data: quantitative vs qualitative
- Key metrics & dimensions explained
- Analytics for business goals
- Overview of analytics tools
- Setting up a measurement plan
Module 2: Google Analytics 4 Setup
- GA4 vs Universal Analytics
- Creating a GA4 property
- Data streams & tracking code
- Enhanced measurement events
- User properties & custom dimensions
- Cross-device & cross-platform tracking
Module 3: Understanding GA4 Reports
- Home, realtime & lifecycle reports
- Acquisition reports & channel grouping
- Engagement metrics: sessions, events, time
- Monetization & retention reports
- Exploration reports & funnels
- Comparing date ranges & segments
Module 4: Conversion Tracking & Goals
- Defining conversions in GA4
- Event-based conversion setup
- E-commerce tracking implementation
- Lead form conversion tracking
- Goal value assignment
- Conversion path analysis
Module 5: Google Tag Manager
- GTM container setup
- Tags, triggers & variables explained
- Tracking clicks, forms & scrolls
- GA4 event tracking via GTM
- Facebook Pixel via GTM
- Testing & debugging with GTM Preview
Module 6: Advanced Analytics Techniques
- Custom audiences & remarketing
- UTM parameter tracking setup
- Attribution models comparison
- Multi-channel funnel analysis
- Cohort analysis in GA4
- A/B testing with Google Optimize
Module 7: Reporting & Dashboards
- Looker Studio (Google Data Studio) intro
- Connecting GA4 to Looker Studio
- Building automated client reports
- Key dashboard components
- Scheduled email reports
- Presenting data to non-technical stakeholders
Module 8: UX Analytics & CRO
- Heatmaps with Hotjar & Clarity
- Session recordings & click maps
- Scroll depth & attention analysis
- Identifying UX issues from data
- CRO fundamentals & testing
- Website speed & Core Web Vitals
Who Should Enroll?
Digital Marketers
Marketers who want to back their decisions with data instead of guesswork.
Web Developers
Developers who need to implement tracking and understand website performance.
Business Analysts
Analysts transitioning into digital marketing or growth analytics roles.
Agency Professionals
Agency teams needing to report results and prove ROI to clients.
Start Making Data-Driven Marketing Decisions
Enroll in Digification’s Web Analytics course and transform raw data into marketing results.