Marketing Analytics and Web Metrics Fundamentals

Every click, scroll, and visit on your website tells a story, but without the right metrics, you are marketing in the dark. Understanding how users interact with your landing pages and digital campaigns is the key to driving real business growth. This written course guides you through the foundational concepts of web analytics, helping you translate raw data into actionable marketing insights. You will learn to define clear business goals, select the right performance indicators, and use industry-standard tools like Google Analytics to measure success. What you'll learn: - Understand core marketing analytics terminology and foundational measurement frameworks. - Analyze user behavior across websites, landing pages, and search queries. - Configure key performance indicators (KPIs) that align with commercial and brand objectives. - Explore the transition to modern event-based tracking models in Google Analytics. - Apply privacy-first tracking concepts to adapt to a cookieless digital landscape. - Interpret conversion metrics to optimize marketing campaigns and user journeys. The journey begins with essential terminology and the basic principles of digital measurement. From there, you will progress through structured text lessons covering user behavior tracking, goal setting, and modern analytics platform navigation. This course is designed specifically for beginner marketers, business owners, and aspiring data analysts who want to build a solid data-driven foundation with no prior technical experience required. Start reading today to turn your website traffic into measurable business success.