Introduction to Digital Marketing Analytics

Learn to implement Google Analytics on a website and become familiar with the Google Analytics user interface. Understand what data means, how to filter and segment data within reports, and how to customize Google Analytics to capture more meaningful data – including key conversions – for your website.

This course is for business- and marketing-minded individuals who want to learn digital analytics tools – specifically Google Analytics – but have little or no experience. Please see prerequisites for setting up your Google Analytics account in preparation for this course.

Listen to Alex’s podcast on Digital Marketing Analytics.

This course can be applied to the following certificates:
Digital Marketing Certificate
Managing Digital Content Certificate


Alex Olcott

Alex Olcott

Alexander Olcott is an experienced marketing professional currently working as a Digital Experience Analyst at Aurora Health Care in downtown Milwaukee. Alex is well versed in various analytics tools such as Google and Adobe analytics as well as other related ... read more

Who Should Attend

This course is designed for business and marketing professionals and students.

Course Outline/Topics

  • Learn different digital analytics tools (what they offer, when to use them)
  • Get started with Google Analytics
  • Understand metrics and dimensions, what they mean and how to accurately analyze each
  • Overview of Google Analytics reports and key features
  • Learn to customize your Google Analytics to capture conversions, internal site search usage and more
  • Set up alerts and dashboards through Google Analytics


Prior knowledge of analytics tools such as Google Analytics may be helpful, but is not required. Setting up a Google Analytics account prior to the course is recommended; however, if you do not set up an account you may use a test account that is provided during the course.

Note that access to the test account may be removed at any time after the course ends, so you may lose any set up information within that account.


Program fee includes morning and afternoon refreshments,  networking breaks, lunches, instructional material and discounted parking.


"This course was great. My knowledge of Google Analytics was very limited and this course gave me ideas that I could bring back to my company. Great class, very knowledgeable teacher."  —  Participant, 2016

"Excellent course. Very good instructor – technically proficient/knowledgeable and full of real-world experience."  —  Participant, 2016

All sessions are Face-to-Face unless otherwise noted.

Tue., Oct. 10


Location: UWM School of Continuing Education

Instructor: Alex Olcott


$349 if you register by Tue., Sept. 26.
$374 if you register after Tue., Sept. 26.

CEUs: 0.7

Enrollment Limit: 20

Program Number: 5026-10174

Registration Deadline: Tue., Oct. 10

Register Now