Topics Covered:

• Introduction to web analytics: What it is and why it matters.
• Key metrics every business should track (traffic, bounce rates, conversion rates, etc.).
• Setting up and using Google Analytics 4 effectively.
• Understanding user behaviour through heatmaps, session recordings, and engagement analysis.
• Setting measurable goals and conversion tracking for your website.
• Analysing key traffic sources (organic, paid, social media, direct, and referral).
• Interpreting reports: Audience demographics, behaviour flow, and acquisition.
• Using analytics data to inform website improvements and marketing strategies.
• Overview of advanced tools such as Google Tag Manager and UTM tracking.
• Creating regular performance reports and dashboards to track progress.

Learning Outcomes:

• Understand the importance of web analytics for driving business growth.
• Identify and track the most relevant metrics for their business goals.
• Set up and configure Google Analytics 4 to measure performance accurately.
• Interpret web analytics data to uncover insights about their audience and website performance.
• Use analytics data to improve conversion rates, user experience, and overall website performance.
• Develop actionable strategies to optimise marketing efforts and achieve measurable growth.
• Create clear, concise performance reports to share with stakeholders or team members.