Digital Marketing Analytics and Measurement: Goals and Attribution Modelling

Learn to create web analytics goals and use attribution modelling reports

Setting up web analytics goals is an essential component of any digital analytics measurement plan.

On this two-week course, you’ll find out how to set up goals in Google Analytics and how to use attribution modelling reports to go beyond the last click. This practice will help you learn how different channels and content contribute to your end goals throughout the user journey.

Discover how to create and use Google analytics goals effectively

You will learn how to set up and customise a range of goals in Google Analytics, including some of the complexities of Google Analytics 4. You will also explore web analytics goals reports and how to interpret them to gain extra insights on the goals being completed.

Use attribution modelling to explore the steps of a user journey

Digging deeper, you’ll learn about attribution modelling to understand the different steps of a user’s journey that have led to them completing your goals.

You’ll explore the role of contribution modelling in going beyond last-click attribution, how to use a range of reports in Google Analytics to carry it out, and evaluate the different models available. With this knowledge, you’ll understand the benefits and limitations of the models.

By the end, you’ll know how to set up goals in Google Analytics and evaluate the true value of your digital marketing activity.

Develop web analytics skills from digital marketing experts

This course is designed by Target Internet’s CEO Daniel Rowles with The Open University. Daniel has provided expertise to well-known brands such as the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal, and Warner Bros.

This course is ideal for those who are interested in using web and channel analytics to get more from their digital marketing activity.

It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications, and business.

This course is ideal for those who are interested in using web and channel analytics to get more from their digital marketing activity.

It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications, and business.

• Evaluate the importance of goals and the limitations of volume-based metrics
• Demonstrate how to set up and customise goals to be aligned with your organisational objectives
• Identify the role of contribution modelling in going beyond last-click attribution
• Evaluate the different attribution models available and their benefits and limitations