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  • 25+ hours of high-quality e-learning content
  • Online progress quiz
  • Downloadable workbooks and exercises
  • Practice tests
  • Topics on Multi-channel Analytics, KPIs, and Analytics Techniques
  • Comprehensive, up-to-date content

Course description

  • What’s the focus of this course?

    Web Analytics measures, collects, tracks, and analyzes internet data to optimize web usage as well as to improve business solutions and market research. This Advanced Web Analytics course teaches the aspects of web data analysis, multi-channel analytics, qualitative search, and reports. This course helps participants discover tools to assess visitor behavior on websites.

  • What are the course objectives?

    This Advanced Web Analytics course gives participants well-rounded knowledge in web data analytics and competitive intelligence analysis, including:
    • How web data analytics drives important insights into the behavior of the market and website traffic.
    • Various features of web analytics and multi-channel analytics
    • How to generate valuable data from internal search analysis and competitive intelligence analysis
    • How to confidently analyze and provide business solutions
    • How to conduct qualitative research and deliver actionable, data-driven business insights

  • Who should take this course?

    The Advanced Web Analytics Course is suitable for professionals who want to learn and specialize in web analytics to boost their skillsets in the digital marketing industry. This certification is best suited for:
    • Web Analytics Implementers
    • Web Analytics Data Reporters
    • Digital Analysts
    • Graduates

  • These industry-leading organizations trust our training

Course preview

    • Lesson 1 - Introduction to Web Analytics: Opportunity, Options, Benefits 08:39
      • 1.1 Overview
      • 1.2 Introduction 00:45
      • 1.3 Why Use Web Analytics? 02:33
      • 1.4 What is Web Analytics? 02:44
      • 1.5 Is It Really Hard? 01:50
      • 1.6 Conclusion 00:47
    • Lesson 2 - Web Analytics 2.0 15:50
      • 2.1 Overview
      • 2.2 Introduction 04:24
      • 2.3 How Much 01:06
      • 2.4 Why 02:20
      • 2.5 What Else 03:10
      • 2.6 Multiplicity 04:40
      • 2.7 Thank You 00:10
    • Lesson 3 - Web Analytics Fundamentals: Key Definitions and Framework 37:20
      • 3.1 Overview
      • 3.2 Introduction 01:58
      • 3.3 Back To Basics 01:16
      • 3.4 Business Objectives Defined 01:48
      • 3.5 Business Objectives Should Be DUMB 01:43
      • 3.6 Goals Defined 04:27
      • 3.7 Metrics Defined 03:20
      • 3.8 KPIs Defined 01:06
      • 3.9 A Best Buy Example 01:49
      • 3.10 A New York Times Example 02:44
      • 3.11 Targets Defined 03:23
      • 3.12 Dimensions Defined 04:59
      • 3.13 Segments Defined 04:16
      • 3.14 The Measurement Framework 00:38
      • 3.15 La Raza Example 01:36
      • 3.16 Bike Shop Example 02:17
    • Lesson 4 - Google Tag Manager 29:58
      • 4.1 Overview
      • 4.2 Introduction 01:37
      • 4.3 Why Tag Management? 02:46
      • 4.4 Challenges of Managing Tags 02:33
      • 4.5 GTM: Set Up Container 04:13
      • 4.6 Implement Container 02:02
      • 4.7 Fill Container with Tags 03:23
      • 4.8 Tag Setting Options 04:00
      • 4.9 Advanced Settings 04:16
      • 4.10 GTM: Mobile 04:40
      • 4.11 Thank You 00:28
    • Lesson 1 - Key Performance Indicators Simplified: Part 1 33:08
      • 1.1 Overview
      • 1.2 Introduction 01:34
      • 1.3 What is a KPI? 05:36
      • 1.4 Uncomplex 02:02
      • 1.5 Relevant 02:05
      • 1.6 Timely 01:29
      • 1.7 Instantly Useful 01:51
      • 1.8 Examples 00:49
      • 1.9 Conversion Rate 01:02
      • 1.10 Avg. Order Value 01:20
      • 1.11 Days to Purchase 03:54
      • 1.12 Loyalty & Recency 06:27
      • 1.13 Share of Search 04:59
    • Lesson 2 - Key Performance Indicators Simplified: Part 2 22:52
      • 2.1 Overview
      • 2.2 Introduction 01:50
      • 2.3 Identifying KPIs 04:23
      • 2.4 Presenting KPIs 10:04
      • 2.5 Four Lessons 00:20
      • 2.6 Different Strokes 00:49
      • 2.7 Perfection 01:01
      • 2.8 Critical Few 01:13
      • 2.9 Lifecycle 03:12
    • Lesson 3 - Finding the Right KPIs for Your Business Type 34:12
      • 3.1 Overview
      • 3.2 Introduction 02:38
      • 3.3 Goals for Small Business 02:15
      • 3.4 Three Crucially Important Metrics 01:21
      • 3.5 Cost Per Acquisition 02:14
      • 3.6 Bounce Rate 02:57
      • 3.7 Macro Conversion Rate 01:51
      • 3.8 Goals for Medium-Sized Business 01:25
      • 3.9 Click Through Rate 01:58
      • 3.10 Page Depth 01:18
      • 3.11 Loyalty 01:47
      • 3.12 Micro Conversion Rate 02:03
      • 3.13 Per Visit Goal Value 02:49
      • 3.14 Goals for Large Business 01:19
      • 3.15 Percent of New Visits 01:15
      • 3.16 Events Per Visit 01:11
      • 3.17 Days to Conversion 01:22
      • 3.18 Percent of Assisted Conversions 02:41
      • 3.19 Review: Best Web Metrics, Digital Marketing & Measurement Model 01:48
    • Lesson 4 - Understanding KPIs Through Email Marketing Analytics 39:26
      • 4.1 Overview
      • 4.2 Introduction 01:23
      • 4.3 E-mail Matters 01:55
      • 4.4 Measurement Challenges 07:45
      • 4.5 Categories of Data 02:24
      • 4.6 Optimal Metrics: The Dirty Dozen 02:17
      • 4.7 1. Delivery Rate 01:30
      • 4.8 2. Open Rate 02:44
      • 4.9 3. Subscriber Retention Rate 01:51
      • 4.10 4. Click-to-Delivery Rate 01:37
      • 4.11 5. Bounce Rate 01:35
      • 4.12 6. Depth of Visit 01:34
      • 4.13 7. Actions Completed 01:35
      • 4.14 8. Macro Conversion Rate 01:16
      • 4.15 9. Average Revenue Per E-mail Sent 02:27
      • 4.16 10. Micro Conversion Rate 01:04
      • 4.17 11. Average Economic Value Per E-mail 01:15
      • 4.18 12. Profitability 02:31
      • 4.19 The Critical Few 02:13
      • 4.20 Conclusion 00:30
    • Lessons
      • Article: Best Web Metrics: KPIs for a Small, Medium or Large Sized Business
      • Article: Kill Useless Web Metrics: Apply The "Three Layers Of So What" Test
      • Quiz
    • Lesson 1 - Segmentation, Part 1: Introduction & Segment Types 41:01
      • 1.1 Overview
      • 1.2 Introduction 00:56
      • 1.3 Why Segment? 01:27
      • 1.4 Commonalities 02:53
      • 1.5 Segmentation Example 02:01
      • 1.6 1. Drill Down into Standard Reports 01:24
      • 1.7 2. Use Standard Segments 06:37
      • 1.8 3. Create Custom Segments 01:12
      • 1.9 Category 1: Acquisition 06:13
      • 1.10 Additional Acquisition Examples 02:17
      • 1.11 Category 2: Behavior 06:09
      • 1.12 Additional Behavior Examples 01:07
      • 1.13 Category 3: Outcomes 03:36
      • 1.14 Additional Outcome Examples 01:13
      • 1.15 Applying the Three Categories to Standard Segments 02:21
      • 1.16 ABO & Web Analytics Measurement Model 01:16
      • 1.17 Thank You 00:19
    • Lesson 2 - Segmentation, Part 2: Techniques, Nuances, & Amazing Features 25:37
      • 2.1 Overview
      • 2.2 Introduction 01:13
      • 2.3 Conditions 04:04
      • 2.4 Using "And" & "Or 03:43
      • 2.5 User, Visit, & Hit 07:57
      • 2.6 Sequence Segments 05:05
      • 2.7 Cohort Analysis 02:50
      • 2.8 Thank You 00:45
    • Lesson 3 - Segmentation, Part 3: Twelve Incredible Advanced Segments 46:41
      • 3.1 Overview
      • 3.2 Introduction 01:09
      • 3.3 Acquisition: Focus on a Specific Channel 07:27
      • 3.4 Acquisition: Long-Tail/Multiple-Keyword Search 04:46
      • 3.5 Acquisition: Cohort (Retention) Analysis 03:54
      • 3.6 Behavior: Content Consumption 01:19
      • 3.7 Behavior: Specific Content Purchase Influence 01:44
      • 3.8 Behavior: Home Page Promo Effectiveness 03:00
      • 3.9 Behavior: Frequent Visitors 02:52
      • 3.10 Outcome: Specific Product Buyers 01:57
      • 3.11 Outcome: Multiple Items (+ Combo) 02:02
      • 3.12 Outcome: Short or Long Purchase Cycles 02:37
      • 3.13 Outcome: Micro-Conversions (+ Combo) 01:12
      • 3.14 Acquisition + Behavior + Outcome! 06:15
      • 3.15 One More Thing 03:40
      • 3.16 Example: Getty Museum 01:58
      • 3.17 Thank You 00:49
    • Lessons
      • Article: 3 Advanced Web Analytics Visitor Segments: Non-Flirts, Social, Long Tail
      • Article: Web Analytics Segmentation: Do Or Die, There Is No Try!
    • Lesson 1 - Five Wonderful Web Analytics Reports 31:15
      • 1.1 Overview
      • 1.2 Introduction 02:03
      • 1.3 Keywords 06:33
      • 1.4 Home Page 04:57
      • 1.5 Conversion Behavior 06:46
      • 1.6 Time/Clicks 04:43
      • 1.7 What's Changed 05:59
      • 1.8 Conclusion 00:14
    • Lesson 2 - Website Path Analysis: A Sweet Web Analytics Waste of Time 30:50
      • 2.1 Overview
      • 2.2 Introduction 02:22
      • 2.3 Appeal 02:02
      • 2.4 Waste of Time 07:19
      • 2.5 Optimal Path? 00:22
      • 2.6 Linearity 02:32
      • 2.7 Rich Experiences 03:07
      • 2.8 Structured Experiences 03:29
      • 2.9 Funnel Report 06:23
      • 2.10 Entrance Path Report 02:47
      • 2.11 Thank you 00:27
    • Lesson 3 - Data-Driven Tough Decision Making 20:28
      • 3.1 Overview
      • 3.2 Introduction 02:24
      • 3.3 Brand Evangelist Index 06:52
      • 3.4 Example 05:42
      • 3.5 Weighted Means 03:22
      • 3.6 Conclusion 02:08
    • Lesson 4 - Business Impact Analysis Part 1: Macro and Micro Conversions 31:34
      • 4.1 Overview
      • 4.2 Introduction 01:46
      • 4.3 Layers of Web Analytics 2.0 03:05
      • 4.4 Why You Should Measure Conversions 02:32
      • 4.5 Example: Victoria's Secret 05:43
      • 4.6 Measuring Success 04:13
      • 4.7 Dive Deep... Win! 01:13
      • 4.8 Example: Cadillac 05:44
      • 4.9 How to Set Goals 01:06
      • 4.10 FTE Example 05:30
      • 4.11 Conclusion 00:42
    • Lesson 5 - Business Impact Analysis Part 2: Computing Economic Value 41:37
      • 5.1 Overview
      • 5.2 Introduction 00:47
      • 5.3 Economic Value 01:25
      • 5.4 Five Tips: Computing Economic Value 01:08
      • 5.5 1: Track Offsite Conversions 09:55
      • 5.6 2: Track Offline Conversions 09:45
      • 5.7 3: Use "Faith-Based" Numbers 06:10
      • 5.8 4: Use Relative Goal Values 07:02
      • 5.9 5: Use Something 04:31
      • 5.10 Conclusion 00:54
    • Lessons
      • Article: Actionable Insights: Mate Custom Reports With Adv Segments!
      • Quiz
    • Lesson 1 - Beginner's Guide to Advanced Web Data Analysis, Part 1: Site, Marketing, Visits 32:55
      • 1.1 Overview
      • 1.2 Introduction 01:29
      • 1.3 Web Analytics Measurement Model 05:23
      • 1.4 1: Visit the Website 06:12
      • 1.5 2: Diagnose Acquisition Strategy 08:44
      • 1.6 3: Visitor Orbit Strength 11:07
    • Lesson 2 - Beginner's Guide to Advanced Web Data Analysis, Part 2: Fix Things, Entice Users 20:40
      • 2.1 Overview
      • 2.2 Introduction 00:09
      • 2.3 4: Aggregate Marginal Gains 09:37
      • 2.4 5: Identify Valuable Content 10:49
      • 2.5 Thank you 00:05
    • Lesson 3 - Beginner's Guide to Advanced Web Data Analysis, Part 3: Focus on Acquisition 13:57
      • 3.1 Overview
      • 3.2 Introduction 00:09
      • 3.3 6: Question the Search Strategy 02:40
      • 3.4 6: Visualizing Keywords 06:47
      • 3.5 6: Bonus, Site Search 04:21
    • Lesson 4 - Beginner's Guide to Advanced Web Data Analysis, Part 4: Reduce Cost, Increase Revenue 29:00
      • 4.1 Overview
      • 4.2 Introduction 00:09
      • 4.3 7: Focus on Outcomes 11:58
      • Campaigns 08:20
      • 4.5 9: Focus on the Funnel 08:33
    • Lesson 5 - Beginner's Guide to Advanced Web Data Analysis, Part 5: Analyze Unknown Unknowns 10:50
      • 5.1 Overview
      • 5.2 Introduction 00:09
      • 5.3 10: Analyze Unknown Unknowns 04:58
      • 5.4 10: Bonus, Alerts 02:36
      • 5.5 Summary 03:07
    • Lessons
      • Article: Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!
      • Quiz
    • Lesson 1 - Website Surveys, Part 1: Solving for What + Why 14:36
      • 1.1 Overview
      • 1.2 Introduction 01:06
      • 1.3 What vs. Why 01:13
      • 1.4 Intent 01:26
      • 1.5 Questions 02:10
      • 1.6 Interpretation 01:41
      • 1.7 3 Questions 00:46
      • 1.8 Why 01:22
      • 1.9 Task Completion 02:57
      • 1.10 Why Not 01:31
      • 1.11 Conclusion 00:24
    • Lesson 2 - Website Surveys, Part 2: Types, Invitations, and Best Practices 26:25
      • 2.1 Overview
      • 2.2 Introduction 00:51
      • 2.3 Two Types 06:45
      • 2.4 Invitations 00:30
      • 2.5 Pop Up 00:58
      • 2.6 Invite + onExit 02:16
      • 2.7 Optimal Invite 01:00
      • 2.8 Site Level 05:54
      • 2.9 Page Level 02:55
      • 2.10 Best Practices 04:42
      • 2.11 Conclusion 00:34
    • Lesson 3 - Crowdsourced Voice of Customer: Surveys, Testing, and Analysis 27:59
      • 3.1 Overview
      • 3.2 Introduction 02:24
      • 3.3 Agile Surveys 09:49
      • 3.4 Online Usability 01:28
      • 3.5 Step 1 00:47
      • 3.6 Step 2 01:31
      • 3.7 Step 3 00:51
      • 3.8 Step 4 05:04
      • 3.9 Expert Analysis 05:11
      • 3.10 Conclusion 00:54
    • Lessons
      • Article: Intro to Surveys: The Three Greatest Survey Questions Ever
      • Article: Using 4Q Online Surveys on Your Website...Free
      • Quiz
    • Lesson 1 - Introduction to Experimentation and Testing: Why You Can't Live Without It 12:27
      • 1.1 Overview
      • 1.2 Introduction 01:49
      • 1.3 Primary Purpose 03:21
      • 1.4 Opportunity 02:34
      • 1.5 HiPPO 01:53
      • 1.6 Conclusion 02:50
    • Lesson 2 - Experimentation and Testing, Part 1: AB Splits Demystified 11:53
      • 2.1 Overview
      • 2.2 Introduction 01:14
      • 2.3 Definition 04:25
      • 2.4 Web 1.0 & 2.0 03:38
      • 2.5 Pro's & Con's 02:36
    • Lesson 3 - Experimentation and Testing, Part 2: Multivariate Testing Demystified 24:14
      • 3.1 Overview
      • 3.2 Introduction 05:32
      • 3.3 Measure Results 04:43
      • 3.4 Example 05:08
      • 3.5 Future 03:08
      • 3.6 Pick Success 01:49
      • 3.7 Pro's & Con's 03:54
    • Lessons
      • Article: Five Awesome Testing Ideas
      • Quiz
    • Lesson 1 - Competitive Intelligence Collection, Part 1: Using Toolbar, Panel, and ISP Data 19:48
      • 1.1 Overview
      • 1.2 Introduction 00:36
      • 1.3 Competitive Intelligence Opportunity 01:22
      • 1.4 Competitive Intelligence Data 04:00
      • 1.5 9 Data Collection Methods 01:04
      • 1.6 #1 Toolbar Data 04:15
      • 1.7 #2 Panel Data 02:13
      • 1.8 Three Considerations of Panel-Based Sources 02:31
      • 1.9 #3 Internet Service Provider Data 03:47
    • Lesson 2 - Competitive Intelligence Collection, Part 2: Using Search Engine, Vendor, VOC, and Other Data 21:34
      • 2.1 Overview
      • 2.2 Introduction 00:13
      • 2.3 #4 Search Engine Data 04:33
      • 2.4 #5 Web Analytics Vendor Data 03:37
      • 2.5 #6 Self Reported Data 04:28
      • Indexing" Data 02:05
      • 2.7 #8 Hybrid Data 01:48
      • 2.8 #9 External VOC Data 03:09
      • 2.9 Finding the Right Competitive Intelligence Tool 01:41
    • Lesson 3 - Competitive Intelligence Analysis, Part 1: Analyzing Website Performance 27:32
      • 3.1 Overview
      • 3.2 Introduction 00:45
      • 3.3 1. Website Performance 04:07
      • 3.4 Compete: Compare 03:11
      • 3.5 Notes about Compete 01:25
      • 3.6 Tool: Hit Wise 01:59
      • 3.7 Hit Wise Notes 01:06
      • 3.8 Tool: Similar Web 03:25
      • 3.9 Similar Web: Compare 01:40
      • 3.10 Other Tools 00:34
      • 3.11 2. Deeper Site Analytics 03:59
      • 3.12 Upstream/Downstream 02:06
      • 3.13 Upstream/Downstream Notes 00:54
      • 3.14 Website Behavior 01:20
      • 3.15 Website Behavior Notes 01:01
    • Lesson 4 - Competitive Intelligence Analysis, Part 2: Analyzing Search Data and Audience 33:18
      • 4.1 Overview
      • 4.2 Introduction 00:08
      • 4.3 3. Search Data Analysis 02:52
      • 4.4 Adding Context to Google Trends 03:47
      • 4.5 Organic Geo Strengths 01:49
      • 4.6 Unaided Brand Recall 03:04
      • 4.7 Unaided Brand Recall Notes 01:12
      • 4.8 4. Deeper Search Analytics 03:52
      • 4.9 Deeper Analytics in Compete 02:50
      • 4.10 Comparisons, Pan-Engine Notes 00:56
      • 4.11 Deep SEO 04:27
      • 4.12 Deep SEO Notes 01:09
      • 4.13 5. Audience Analysis 03:28
      • 4.14 Audience Analysis Notes 00:43
      • 4.15 Winning with Competitive Intelligence Data 03:01
    • Lesson 1 - Multi-Channel Analytics, Part 1 13:11
      • 1.1 Overview
      • 1.2 Introduction 01:39
      • 1.3 Why Care? 05:04
      • 1.4 The Problem 05:53
      • 1.5 Conclusion 00:35
    • Lesson 2 - Multi-Channel Analytics, Part 2 32:22
      • 2.1 Overview
      • 2.2 Introduction 01:32
      • 2.3 Vanity URLs 07:39
      • 2.4 Unique Coupons 06:51
      • 2.5 Online Surveys 02:51
      • 2.6 Traffic Patterns 12:07
      • 2.7 Conclusion 01:22
    • Lesson 3 - Multi-Channel Analytics, Part 3 40:50
      • 3.1 Overview
      • 3.2 Introduction 01:28
      • 3.3 Calls to Action 07:14
      • 3.4 Calls & Chat 09:45
      • 3.5 Coupons & Offers 08:09
      • 3.6 Online Surveys 05:03
      • 3.7 Controlled Experiments 07:06
      • 3.8 Conclusion 02:05
    • Lesson 4 - Multi-Channel Analytics, Part 4 38:26
      • 4.1 Overview
      • 4.2 Introduction 00:42
      • 4.3 Primary Key 14:10
      • 4.4 Vanity URL's 10:34
      • 4.5 Coupons 05:20
      • 4.6 Phone Calls 07:40
    • Lessons
      • Article: Multichannel Analytics: Tracking Online Impact Of Offline Campaigns
      • Quiz
    • Lesson 1 - Strategic Dashboards 28:01
      • 1.1 Overview
      • 1.2 Introduction 01:48
      • 1.3 Bad vs. Good Dashboards 03:23
      • 1.4 Why Dashboards? 02:11
      • 1.5 Tactical Dashboards 03:26
      • 1.6 Strategic Dashboards 02:14
      • 1.7 Two Approaches 00:27
      • 1.8 The Critical Few 06:41
      • 1.9 Traditional Dashboard 05:43
      • 1.10 Secret to your Success 01:12
      • 1.11 Conclusion 00:56
    • Lesson 2 - 5 Rules for Dashboard Revolutionaries 14:10
      • 2.1 Overview
      • 2.2 Introduction 00:22
      • 2.3 Dashboards are not Reports 01:55
      • 2.4 Acquisition. Behavior. Outcome. 02:20
      • 2.5 Context. Context. Context. 03:26
      • 2.6 Inform. Educate. Drive Action. 02:55
      • 2.7 Love Churn 02:29
      • 2.8 Conclusion 00:43
    • Lesson 3 - Clever Dashboard Modules 31:19
      • 3.1 Overview
      • 3.2 Introduction 01:44
      • 3.3 Clever Dashboard Modules 02:18
      • 3.4 Search Contribution Module 10:01
      • 3.5 Channel Contribution Model 04:32
      • 3.6 Content Contribution Model 03:04
      • 3.7 Social Contribution Module 03:57
      • 3.8 Media Influence Module 03:46
      • 3.9 Conclusion 01:57
    • Lesson 1 - Line of Sight Framework 24:02
      • 1.1 Overview
      • 1.2 Introduction 01:13
      • 1.3 The Normal Approach 00:52
      • 1.4 Lack of Love & Material 01:02
      • 1.5 Micro & Macro Conversions 02:18
      • 1.6 Economic Value 01:27
      • 1.7 Profit: The Ultimate Client Need 07:36
      • 1.8 What Matters Most 02:35
      • 1.9 Clear Line of Sight Framework 05:23
      • 1.10 A Bonus Model 01:31
      • 1.11 Thank You 00:05
    • Lesson 2 - Measuring RSS 17:17
      • 2.1 Overview
      • 2.2 Introduction 01:23
      • 2.3 Old Model 01:56
      • 2.4 New Model 04:47
      • 2.5 Feed Creation 01:05
      • 2.6 Tracking Behavior 00:28
      • 2.7 Conclusion 07:38
    • Lesson 3 - Multi-Channel Attribution 39:34
      • 3.1 Overview
      • 3.2 Introduction 00:51
      • 3.3 The Problem with Last-Click Attribution 04:22
      • 3.4 1: Is This a Problem? 02:08
      • 3.5 2: Understand Thyself 02:39
      • 3.6 Assisted Conversions 03:45
      • 3.7 3: Understand the Flow 05:42
      • 3.8 4: Take Action 07:08
      • 3.9 Custom Models 07:39
      • 3.10 Adjusting Custom Models 02:48
      • 3.11 More on Cost Analysis and Model Comparison 02:05
      • 3.12 Thank You 00:27
    • Lesson 1 - Social Media Analytics, Part 1: Conversation Rate 05:16
      • 1.1 Overview
      • 1.2 Introduction 00:13
      • 1.3 Measurement 01:44
      • 1.4 Conversation Rate 03:19
    • Lesson 2 - Social Media Analytics, Part 2: Amplification Rate 07:44
      • 2.1 Overview
      • 2.2 Introduction 00:13
      • 2.3 Amplification Rate 03:13
      • 2.4 How it Works 04:18
    • Lesson 3 - Social Media Analytics, Part 3: Applause Rate 09:02
      • 3.1 Overview
      • 3.2 Introduction 00:13
      • 3.3 Applause Rate 04:08
      • 3.4 How It Is Measured 04:41
    • Lesson 4 - Social Media Analytics, Part 4: Economic Value 12:31
      • 4.1 Overview
      • 4.2 Introduction 00:14
      • 4.3 Economic Value 02:25
      • 4.4 What It Is 09:52
    • Lesson 5 - Social Media Analytics, Part 5: Tools 09:13
      • 5.1 Overview
      • 5.2 Introduction 00:13
      • 5.3 Tools for Measuring 08:17
      • 5.4 Conclusion 00:43
    • Lesson 6 - Facebook Analytics 33:12
      • 6.1 Overview
      • 6.2 Introduction 06:19
      • 6.3 Think Different 03:52
      • 6.4 Business Value 01:08
      • 6.5 Conversation Rate 00:40
      • 6.6 Amplification Rate 01:35
      • 6.7 Applause Rate 03:13
      • 6.8 Economic Value 03:33
      • 6.9 Measure Facebook's Value 11:52
      • 6.10 Think Different 00:47
      • 6.11 End 00:13
    • Lesson 1 - Google Analytics: Advanced Table Filtering 09:48
      • 1.1 Overview
      • 1.2 Introduction 00:16
      • 1.3 Efficient "Inline" Analysis 02:27
      • 1.4 Building a Table 01:16
      • 1.5 Demonstrating Results 05:44
      • 1.6 Thank You 00:05
    • Lesson 2 - Google Analytics: Analytics Intelligence 15:12
      • 2.1 Overview
      • 2.2 Introduction 00:17
      • 2.3 Identifying Unknown Unknowns 02:50
      • 2.4 Using Intelligence 06:41
      • 2.5 Analyze with Intelligence 05:19
      • 2.6 Thank You 00:05
    • Lesson 3 - Google Analytics: Mobile Application Tracking 08:19
      • 3.1 Overview
      • 3.2 Introduction 01:05
      • 3.3 The App 01:47
      • 3.4 Coding for the App 02:15
      • 3.5 App Data to GA 03:12
    • Lesson 4 - Google Analytics: Multiple Goals and Goal Types 09:32
      • 4.1 Overview
      • 4.2 Introduction 00:25
      • 4.3 Goals Overview 01:21
      • 4.4 What Are Your Goals? 01:20
      • 4.5 Pageviews Goal 01:41
      • 4.6 Time on Site Goal 04:45
    • Lesson 5 - Google Analytics: Tracking Unique Visitors 09:37
      • 5.1 Overview
      • 5.2 Introduction 00:10
      • 5.3 Overview 01:29
      • 5.4 Customizing Reports 05:28
      • 5.5 Tracking Visitors 02:30
    • Lesson 6 - Google Analytics: Custom Data Alerts 10:11
      • 6.1 Overview
      • 6.2 Introduction 00:28
      • 6.3 Value of Custom Alerts 01:06
      • 6.4 How It Works 02:57
      • 6.5 More Settings 02:30
      • 6.6 Getting Creative 03:04
      • 6.7 Thank You 00:06
    • Lesson 7 - Identify the Known Unknowns & Leverage Custom Alerts 30:32
      • 7.1 Overview
      • 7.2 Introduction 00:12
      • 7.3 Metrics & Reports 01:24
      • 7.4 Knowns & Unknowns 01:25
      • 7.5 Custom Alerts 04:32
      • 7.6 Prerequisites 02:17
      • 7.7 1: Focus on the Important 03:23
      • 7.8 2: Upstream Activity 05:37
      • 7.9 3: Delightful Outcomes 03:02
      • 7.10 4: Dig Deeper 05:15
      • 7.11 5: Content Triggers 02:41
      • 7.12 Now Go Rock it! 00:44
    • Lesson 8 - UTM Tracking Parameters, Part 1: Tracking Parameter Concepts 16:09
      • 8.1 Overview
      • 8.2 Introduction 00:44
      • 8.3 Overview of Tracking Parameters 04:26
      • 8.4 Example of Ad with Parameters 01:45
      • 8.5 Anatomy of URL with Parameters 03:25
      • 8.6 How GA Categorizes Traffic 03:14
      • 8.7 GA Documentation 01:05
      • 8.8 Best Practices for Parameters 01:21
      • 8.9 Thank You 00:09
    • Lesson 9 - UTM Tracking Parameters, Part 2: Tracking Parameter Examples 21:18
      • 9.1 Overview
      • 9.2 Introduction 00:26
      • 9.3 Display Ad Examples 04:35
      • 9.4 Reporting 07:11
      • 9.5 Newsletter Examples 01:55
      • 9.6 Social Media Examples 04:28
      • 9.7 Diagnosing Problems 02:07
      • 9.8 Thank You 00:36
    • Lesson 10 - Universal Analytics 33:19
      • 10.1 Overview
      • 10.2 Introduction 00:42
      • 10.3 Why Universal Analytics? 03:52
      • 10.4 What is Universal Analytics? 01:49
      • 10.5 Universal Analytics: Three Parts 03:13
      • 10.6 User ID Override 04:51
      • 10.7 User ID Tracking 03:57
      • 10.8 Dimension Widening 03:04
      • 10.9 Dimension Widening: In Depth 03:17
      • 10.10 Measurement Protocol 05:12
      • 10.11 More Benefits 02:24
      • 10.12 Conclusion 00:58
    • Lesson 11 - Enhanced Ecommerce 35:12
      • 11.1 Overview
      • 11.2 Introduction 00:16
      • 11.3 Checkout Funnel Report 01:32
      • 11.4 Shopping Behavior Analysis 03:16
      • 11.5 Segmenting Shopping Behavior 04:37
      • 11.6 Coding 01:31
      • 11.7 Deep User Path Detail 01:09
      • 11.8 Segmentation 01:41
      • 11.9 Deep Product Detail 04:19
      • 11.10 Product Refund Amount 01:31
      • 11.11 Market Basket Analysis 01:07
      • 11.12 Product Lists 03:58
      • 11.13 Internal Promotions 05:39
      • 11.14 Coupons 01:58
      • 11.15 Remarketing 01:20
      • 11.16 Thank You 01:18
    • Web Analytics Test
      • Quiz
    • Course Feedback
      • Course Feedback
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Exam & certification

  • How do I get certified in advanced Web Analytics?

    When you have completed the training course, you’ll receive your certification by passing the Advanced Web Analytics examination.

  • What are the prerequisites for the certification?

    There are no specific prerequisites for the Advanced Web Analytics certification. However, it would be beneficial if the participant has a working knowledge of:
    • Business indicators like revenue, margins, and profitability
    • Business functions like sales, marketing, and customer relationships
    • How to access websites, how to make online purchases, how to interact with a business online

Reviews

Very fast paced and fluid course, keeps you very engaged and excited about each lecture. My favourite Simplilearn course so far.

Best suited for professionals who want career in digital analysis space. This course will surely help them.

This course helped me to assess visitor behaviour on websites.

FAQs

  • What is digital marketing all about?

    Digital marketing or online marketing uses the internet and email for advertising and marketing purposes. Obtaining leads and sales conversions are the prime focal areas of this field.

  • What are the key highlights of the course?

    This course is all-inclusive, providing more than 25 hours of high-quality eLearning content. You’ll also be able to test your progress with our online quiz and get a feel for the real world with our downloadable workbooks and exercises. And, the practice tests will help prepare you to take the exam, so you can receive your certification.

  • Is the training up to date and relevant?

    Simplilearn strives to provide the latest, best-quality content that’s up to date with current industry standards. Our experienced and certified trainers are subject matter experts who constantly research the latest trends and infuse them into our training programs. Every change happening in the market is immediately considered and our training content is regularly upgraded and updated to reflect current market trends.

  • How long does the course take to complete?

    You should expect to spend about 25 – 30 hours to complete the course and take the certification exam.

  • What are the prerequisites for this course?

    Individuals are expected to have a fair understanding of popular search engines as well as working knowledge of the Microsoft Office suite including Word, Excel, and PowerPoint. Additionally, participants should have knowledge based on the sections “Introduction to Online Marketing” and “Internet Marketing Fundamentals.” It’s advised that participants complete those two sections before diving into the rest of the course.

  • Do I have to order any course material?

    This training course is all-inclusive; all materials are included. The package consists of enriching video lessons, downloadable workbooks and exercises for practice, end of chapter quizzes, and sample projects.

  • Who are the instructors?

    Our reputed team of expert instructors have a long history with the industry and are certified Subject Matter Experts in their own respective fields. They are consultants, employees of leading organizations, authors, trainers, and speakers at conferences with combined decades of experience.
    • Google’s very own Digital Marketing Evangelist, Avinash Kaushik, is a master in Web Analytics. He trains participants to collect, organize, analyze web traffic data, and improve site performance.
    • Jennifer Cario, Social Media authority, provides an insight on building real customer relationships using techniques and strategies ideal for social media.
    • Industry expert Todd Malicoat helps participants understand Search Engine Optimization rankings and traffic.
    • Training with New York Times bestselling author Bryan Eisenberg is an awesome experience, as he guides participants through conversion optimization, landing page performances, and tips to get more traffic to your website.
    • Matt Bailey, founder and president of SiteLogic, gives participants an overview of Internet marketing fundamentals.
    • Jeff Hasen, CMO at Mobivity, gives participants a thorough understanding of mobile marketing.

  • Who are your clientele for this course?

    The typical audience for our training is usually working professionals who want to sharpen and upgrade their skills to boost their careers. Professionals in entry- and mid-level positions find our training ideal.

  • How does the online eLearning training work?

    Participants enrolled in the course move through a structured pattern of study, which enables study at their own pace and place. The training includes the latest video lessons and eLearning content to give participants complete overview of all the concepts.

  • How do I enroll in this program?

    You enroll in the program on the Simplilearn website, and make an online payment using any of the following options. You will be emailed a receipt after the payment is made.
    • Visa Credit or Debit card
    • MasterCard
    • American Express
    • Diner’s Club
    • PayPal

  • Will the access period be extended?

    Yes, you can extend the access period by paying an additional fee. Contact Customer Service through our Help and Support portal.

  • I have trouble accessing the online course whom should I contact?

    If you have trouble accessing the course at any time, use the Help & Support link to contact our Support team. You can also use the Live Chat link to chat in real-time with one of our Support team members.

  • I’d like to learn more about this training program. Who should I contact?

    Contact us using the form on the right of any page on the Simplilearn website, or select the Live Chat link. Our customer service representatives will be able to give you more details.

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