UARUEN
+38 050 410 98 76
UARUEN
Web analyst
Маркетинг
Using up-to-date tools and technologies to analyze marketing metrics
Creating user-friendly dashboards for data visualization and reporting
Analyzing the effectiveness of marketing campaigns and optimizing them
Who is this course for?
Marketers and digital marketing specialists
For internet marketers, understanding user behavior models is essential for optimizing ad campaigns and overall marketing strategy. This course enables professionals to analyze marketing activity results more effectively, making it easier to make swift, strategic decisions about shifting promotion strategies or scaling efforts as needed.
Managers and Executives
For company leadership, understanding the outcomes of all marketing activities is crucial. Assessing the effectiveness of a marketing strategy provides a solid basis for informed business decisions, optimizing budgets, and long-term strategic planning aimed at business growth.
Entrepreneurs and business owners
For business owners, it’s essential to evaluate the effectiveness of their marketing strategy both as a whole and across individual channels. Well-configured analytics reveal growth opportunities, pinpoint weak spots, and highlight strengths. With proper optimization, these insights can drive business scaling and revenue growth.
Graduates and aspiring web analysts
For early-career marketing analysts, it's crucial to gain in-depth knowledge in marketing analytics, understand the full suite of analysis tools, and learn to configure and utilize them effectively. This course equips budding professionals with essential skills, enhancing their expertise and increasing their appeal in the job market.
Sent request
Upon completing the course, you will be able to:

1

Effectively utilize various web analytics tools for data collection and analysis.

2

Employ advanced tools for data visualization and report creation.

3

Accurately interpret results and develop optimization strategies.

4

Formulate and test hypotheses.

5

Identify growth opportunities.

6

Assess and optimize the effectiveness of marketing campaigns.

7

Understand consumer behavior and use data for market segmentation.

Course program
Introduction to web analytics
  • Course objectives and goals.
  • What is web analytics, and what are its core tasks?
  • Key concepts and terms in web analytics.
  • Essential web resource evaluation services that a web analyst should master.
  • Principles of how analytical systems operate.
  • Website traffic sources: tracking and management methods.
  • Overview of key performance metrics in web analytics.
Overview of Google Analytics 4 Capabilities
  • Introduction to Google Analytics 4. Setting up Google Tag Manager (GA, Facebook Pixel).
  • Working with Google Tag Manager Debugger.
  • Analysis of key metrics in Google Analytics 4.
Setting up and configuring Google Analytics 4
  • Installing GA4 systems on a web resource using Google Tag Manager.
  • Configuring goals and their values in GA.
  • Account hierarchy – logical levels within the structure.
  • Views for working with reports.
  • Main groups and report structure.
  • Filters in views and reports.
Advanced configuration of key metrics in Google Analytics 4
  • Multichannel functionality in Google Analytics.
  • Attribution models and associated conversions.
  • Tracking user journeys up to the point of purchase.
  • Regular expressions.
  • User segmentation in reporting.
  • Setting up Ads remarketing audiences via Google Analytics.
  • Creating custom reports.
  • Custom metrics and variables.
  • Tracking lead generation form submissions through Google Tag Manager.
  • Timer-based event tracking.
  • Tracking scroll depth in Google Analytics.
Conducting A/B tests on the website to increase conversion
  • Identifying growth areas on the site and forming hypotheses to improve conversion rates.
  • A/B testing and its objectives.
  • Types of page tests (A/A, A/B, and MVT testing).
  • Launching the first site test using Google Optimize.
  • Analyzing site test results.
Setting up e-commerce in Google Analytics 4
  • DataLayer and its operating principles.
  • Specifics of configuring the enhanced e-commerce block in GTM.
  • Drafting a technical assignment for the developer to set up enhanced e-commerce.
  • Setting up tags to send e-commerce data to Google Analytics.
Cross-Channel Analytics
  • Tasks and advantages of cross-channel analytics for businesses.
  • Setting up cross-channel analytics.
  • Data collection for cross-channel analytics.
  • Analyzing marketing channels using cross-channel analytics.
  • Multi-channel analytics.
  • Cross-channel analytics systems.
API Google Analytics
  • What is an API and how it works.
  • Introduction to the Google Analytics API.
  • Google Analytics API Explorer.
  • Google Analytics Add-on.
  • Basics of working with the API and data visualization using the R programming language.
Data analysis and import
  • Analysis of website performance, traffic sources, and sales.
  • Analysis of user behavior and data over time.
  • Various approaches to data analysis.
  • Methods for comparing data.
  • Identifying patterns and dependencies, determining seasonality.
  • Drawing conclusions.
  • Attribution analysis and cohort analysis for evaluating the effectiveness of ad campaigns.
  • Forecasting and measuring outcomes.
Tools and methods for data visualization with Power BI and other services
  • Working with data visualization tools and features in Power BI.
  • Overview of services for data visualization.
Google Data Studio
  • General structure of Google Data Studio.
  • Introduction to the Google Data Studio workspace.
  • Types of data visualization.
  • Importing data and building reports.
  • Merging data from various sources within a single report.
  • Calculated fields and formulas.
Overview of advanced approaches in data analysis
  • Key business metrics to track with analytics tools: ROI, LTV, CPO, ARPU, AOV, CAC.
  • Regular expressions in the analyst's toolkit.
  • Utilizing dynamic call-tracking technology to analyze traffic sources for call-in orders.
  • Tracking other offline conversions online.
  • Final knowledge assessment.
Project Defense