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Introduction to Digital Marketing Analytics

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

This course is designed for business and marketing-minded individuals who want to learn about digital analytics tools – specifically Google Analytics – but have little to no experience with the tool. Please see prerequisites in regard to setting up your Google Analytics account 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 an eBusiness digital 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/students.

Course Outline/Topics

  • Learn about different digital analytics tools (what they offer, when to use them, etc.)
  • Getting started with Google Analytics
  • Understanding metrics and dimensions, what they mean and how to accurately analyze each
  • Overview of Google Analytics reports and key features
  • Learn how to customize your Google Analytics to capture conversions, internal site search usage and more
  • Setting 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 setup 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 setup 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."  —  Student, 2016

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

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

Thu., Feb. 16, 2017


Location: UWM School of Continuing Education

Instructor: Alex Olcott

Fee: $349

CEUs: 0.7

Enrollment Limit: 20

Program Number: 5026-9259

Registration Deadline: Wed., Feb. 15, 2017

Register Now