Web Analytics

TEACHING UNIT 1. WEB ANALYTICS AND SEO

1. Introduction to SEO
2. The history of search engines
3. Components of a search engine
4. Organisation of results in a search engine
5. The importance of content
6. The concept of authority on the Internet
7. SEO campaign

TEACHING UNIT 2. WEB ANALYTICS AND SEM

1. Introduction to SEM
2. Key concepts in SEM
3. Bidding system and advert quality
4. Creating a campaign
5. Creating high-quality adverts
6. Key performance indicators in SEM

TEACHING UNIT 3. INTRODUCTION TO WEB ANALYTICS AND METRICS

1. Basic concepts
2. Metrics
3. Visits
4. Visitors
5. Pages
6. Average time spent on a web page
7. Average time spent on a website
8. Bounce rate
9. Exit fee
10. Conversion rate

TEACHING UNIT 4. WEBSITE OPTIMISATION

1. Usability
2. Heat maps
3. Recordings of user sessions
4. Sorting cards
5. A/B testing
6. Multivariate test
7. KPIs, key performance indicators
8. Changes to be made to optimise a website

TEACHING UNIT 5. ORGANIC RANKING, SEO

1. The importance of SEO
2. How search engines work
3. Google: algorithms and updates
4. How to recover from a Google penalty
5. SEO strategy

TEACHING UNIT 6. WEB ANALYTICS TOOLS

1. List of tools
2. Web analytics tools
3. Log analysis tools
4. Tag-based measurement tools
5. Tools for measuring our website’s performance
6. Tools for gathering information on web design or usability
7. Tools that analyse our social media activity
8. Competitive intelligence tools

TEACHING UNIT 7. GOOGLE ANALYTICS

1. What is Google Analytics?
2. An Introduction to Web Analytics
3. How does Google Analytics work?
4. Cookies
5. Introduction to JavaScript
6. Google Analytics Principles
7. What is the bounce rate?
8. Landing page
9. Conversions
10. Objectives
11. Events
12. Drop-out rate
13. Visit/unique user
14. Sign in to Google Analytics
15. Embed the Google Analytics tracking code on the website
16. Check that Google Analytics is receiving data
17. Change Google Analytics account settings
18. User management
19. Delete Google Analytics account
20. Change Google Analytics interface settings (Language)

TEACHING UNIT 8. BASIC FUNCTIONS OF GOOGLE ANALYTICS

1. Introduction to Analytics features
2. The basics of Google Analytics
3. Add annotations to charts
4. Comparison of periods
5. Export Reports
6. Adding metrics to a chart
7. Create, edit and delete segments
8. Create a new panel
9. Add a widget to the dashboard
10. Real time
11. Types of Google Analytics reports: animated charts, hourly, daily, weekly and monthly charts, etc.?
12. Configuring automatic report delivery
13. Hearing
14. Link your Google AdWords account to Google Analytics
15. AdWords

TEACHING UNIT 9. REPORTS

1. Audience reports
2. Procurement reports
3. Behaviour reports

TEACHING UNIT 10. GOOGLE ANALYTICS 4

1. What is Google Analytics 4?
2. Differences compared with Universal Analytics
3. Implementation of Google Analytics 4
4. The analytics tools in Google Analytics 4
5. Spaces of identity
6. Benefits of Google Analytics 4
7. Disadvantages of Google Analytics 4

TEACHING UNIT 11. WEB ANALYTICS AND SOCIAL MEDIA METRICS

1. Social media traffic analysis
2. Setting social media targets
3. Facebook
4. Twitter
5. YouTube
6. Instagram
7. LinkedIn
8. Blogs
9. Online reputation

TEACHING UNIT 12. MOBILE ANALYTICS AND DESIGN IMPROVEMENT

1. What is Mobile Analytics?
2. Metrics
3. Google Analytics for mobile analytics
4. Other mobile analytics tools

TEACHING UNIT 13. INTRODUCTION TO ADOBE ANALYTICS

1. What is Adobe Analytics?
2. What can we do with Adobe Analytics?
3. Key differences compared with Google Analytics
4. Key Concepts
5. Implementation of Adobe Analytics