Web Analytics

The Web Analytics module underpins all the channels you will use in your digital marketing campaigns by showing you how to measure, assess and hone your output using specialist tools. You will learn how to use analytics programmes to track the campaigns you are running across a range of platforms and to gain insights into your customers and their behaviour.


A key component of a digital marketing mix, Web Analytics provides tools for measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimising web usage.

Among other factors it provides essential data about website visitors and their behaviour. It can provide invaluable insights to what is working well on a site, what isn't working so well and where improvements are needed. Web analytics can also be an invaluable tool for business research and market research. It can be used to analyse the impact that offline marketing has on website visits and online conversions.

The two categories of web analytics are; off-site and on-site web analytics.

Off-site web analytics refers to web measurement and analysis not related to a specific website. It measures the potential audience of a website (a.k.a. opportunity), share of voice (a.k.a. visibility), and buzz (a.k.a. comments) on the Internet as a whole.

On-site web analytics measure a visitor's journey once on a particular website including its drivers and conversions. For example, which landing pages encourage people to make a purchase? The performance of a website is measured in a commercial context. The data is recovered is typically then compared against established main indicators for performance. The results are used to improve the website itself or the audience response to a marketing campaign.

In the past, web analytics has been used mainly for on-site visitor measurement. In more recent times tools have been produced that sare applicable to both categories.

Probably the most popular Web Analytics application is Google Analytics. It is free, it is easy to set up and use. It has an API allowing users to customise their reporting and it provides vast amounts of data, more than enough for most businesses.

Digital marketing can only be as effective as the analytical insights derived from online activities. The Web Analytics Module guides students through the intricacies of web analytics and other data sources to a better understanding of site visitor characteristics and behaviour. Students acquire a clear understand of the most important and appropriate metrics and their application to improve their digital activities.

Topics covered include:

   •  What is Website Analytics?

   •  Google Analytics explained

   •  Understanding your KPI’s

   •  Measuring website traffic

   •  Setting up goal and event tracking

   •  Increasing traffic to your website