Digital Innovation and Transformation

Digital Marketing Analytics with Web Data

Website and campaign data show what customers do, but many teams struggle to turn analytics reports into decisions. This course teaches marketers and analysts how to set up measurement plans, configure web analytics correctly, track conversions, analyse traffic sources and user behaviour, and report insights that improve marketing performance.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Without reliable measurement, marketing budgets are spent on guesswork. You will learn to build trustworthy data and use it to optimise campaigns.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Hands-on work in web analytics tools, measurement plan workshops, campaign analysis exercises and reporting practice.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Build a digital measurement plan
Configure events and conversion tracking
Analyse traffic sources and campaign performance
Understand user behaviour and funnels
Apply privacy and consent requirements to tracking
Report insights and recommendations

Target audience

Who should attend.

This course is suitable for:

Digital marketing managers and executives
Web and e-commerce managers
Marketing analysts
Content and SEO specialists
Agency account managers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Web analytics
Measurement planning
Campaign analysis
Data quality
Insight reporting

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Measurement Foundations

09:00–10:08Goals, KPIs and measurement plans
10:08–11:00How web analytics works
11:00–11:30Coffee break
11:30–11:45How web analytics works (continued)
11:45–12:53Common data issues
12:53–14:00Exercise: measurement plan

Day 2Tracking Setup

09:00–10:08Events and conversions
10:08–11:00Campaign tagging
11:00–11:30Coffee break
11:30–11:45Campaign tagging (continued)
11:45–12:53Consent and privacy
12:53–14:00Hands-on: event configuration

Day 3Analysing Acquisition

09:00–10:08Channels and sources
10:08–11:00Paid versus organic
11:00–11:30Coffee break
11:30–11:45Paid versus organic (continued)
11:45–12:53Campaign comparison
12:53–14:00Exercise: channel analysis

Day 4Behaviour and Conversion

09:00–10:08User journeys
10:08–11:00Funnels and drop-off
11:00–11:30Coffee break
11:30–11:45Funnels and drop-off (continued)
11:45–12:53Landing page analysis
12:53–14:00Workshop: conversion improvements

Day 5Reporting Insights

09:00–10:08Dashboards for marketing
10:08–11:00Attribution basics
11:00–11:30Coffee break
11:30–11:45Attribution basics (continued)
11:45–12:53Turning data into actions
12:53–14:00Final report presentation

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

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