Web Analytics

The Web Analytics course offered by the London School of Business Administration is a comprehensive, practical, and self-paced programme designed to equip learners with in-demand analytical skills in the digital landscape. As businesses increasingly rely on data to drive decisions, understanding web analytics has become essential for professionals across industries. This course delves into the foundational concepts, technical tools, and strategic techniques necessary to interpret online user behaviour, optimise performance, and support data-driven marketing and business strategies.

Structured into eight detailed chapters, the course covers:

1. Introduction to Web Analytics – Fundamental principles, history, and importance of analytics in digital marketing.
2. Tracking and Data Collection Techniques – Exploring cookies, tracking pixels, tags, UTM parameters, and data privacy regulations.
3. Mastering Google Analytics 4 (GA4) and Other Platforms – Navigating GA4’s interface, custom reports, event tracking, and comparisons with other major tools.
4. Data Segmentation and Cohort Analysis – Breaking down audience behaviour, lifecycle tracking, and behavioural segmentation.
5. Attribution Modeling – Understanding attribution models, their impact on ROI calculations, and multichannel tracking.
6. Conversion Rate Optimisation (CRO) and Experimentation – Techniques for improving site performance, A/B testing, and user journey optimisation.
7. Data Visualisation and Dashboarding – Creating impactful dashboards and using data storytelling to drive business decisions.
8. Integrating Web Analytics with Marketing and Product Platforms – Aligning data from various tools to build a full picture of user engagement and growth.

The course is entirely online and self-paced, with a recommended study time of at least 20 hours to ensure thorough understanding and application of the materials. Learners receive lifetime access to all resources, including downloadable lecture notes, slides, and interactive quiz.

Who Should Take This Course

This course is ideal for:

• Marketing professionals aiming to enhance their data literacy and campaign effectiveness
• Business analysts and digital strategists looking to drive performance through insights
• Entrepreneurs and business owners interested in understanding online customer behaviour
• Students and career changers pursuing roles in digital marketing, data analytics, or UX optimisation
• Anyone managing websites, ecommerce platforms, or online customer engagement strategies

Whether you are a beginner or have some experience in digital analytics, this course offers structured, hands-on knowledge to help you master the tools and techniques essential to today’s data-driven world.