WPI Curriculum Module: Web Analytics
The goal achievement of a website or online store should be regularly and thoroughly reviewed by a trained web analyst in order to detect hidden potential for more growth and success and to continuously optimize the performance and monetization of the website.
It is particularly important to find out how well the online presence is aligned with the interests and needs of the target groups. To do this, many different access data must be recorded and expertly analyzed. With the help of page tagging methods from web analytics tools such as Google Analytics 4 (GA4) and Google Tag Manager, it is important to integrate the relevant tracking into the website correctly and in compliance with data protection regulations (in the EU, even in accordance with the General Data Protection Regulation, GDPR).
Once the web analytics data is available, a web analyst must evaluate and interpret it holistically using the reports from Google Analytics 4, for example. As a web analyst, you usually take on this difficult task: you are responsible for the correct tracking of access and interactions on the site and/or in the app, as well as the implementation and correct use of the web analytics tools and the professional analysis of the data and reports.
After completing this module, you'll be, among other things, able to:
interpret the most important web analytics key figures
carry out target group analyses
measure and optimize website conversions
set up standard and event tracking for Google Analytics 4 via Google Tag Manager
This module consists of the following classes:
Measuring success via web analytics is now standard in digital business. It has become essential to track the effectiveness of digital presence and digital sales. With Google Analytics 4, a tracking tool that is as popular as it is powerful, you will dive deep into the world of modern web analytics. The class teaches the basics such as log file analysis, reach measurement and page tagging procedures and covers everything up to the data protection-compliant implementation of Google Analytics 4. Practical examples and exercises enable you to effectively use the GA standard reports to identify weak points and fully exploit the potential of their online presence. After completing this class you thus have sought-after skills in the field of web analytics and are optimally prepared for your role as a web analyst. The class paves the way to a career in online marketing with the potential for measurable success.
Powerful, clear and centralized: The Google Tag Manager tool is the ideal complement to web analytics with Google Analytics 4. Our class introduces you to the Google Tag Manager user interface with numerous step-by-step instructions. You will learn about its advantages and set up Google Analytics tracking for Google Analytics 4 in Google Tag Manager yourselves in practical exercises. Application examples and instructions enable you to get to the bottom of problems with Google Analytics tracking and to analyze network traffic with appropriate free tools. With the Google Tag Manager and the knowledge of how to use it in combination with Google Analytics 4, you are ideally equipped for tasks in web analytics.
This module has a workload of approximately 77 hours. The workload includes the total amount of time that course participants have to successfully complete the course.
The workload is an average value calculated by the Web Professional Institute (WPI). The actual workload in a course offered by a training center may differ from the average value stated here depending on the delivery method of the course (e.g. online or face-to-face) and the target group.
The duration of the course depends on the weekly study time. You can use the slider to find out how long the course lasts.
This module is required for the following WPI Certifications:
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