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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 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.

This course can be applied to the Digital Marketing Certificate.


Taylor Liesenberg

Taylor Liesenberg

Taylor Liesenberg joined SC Johnson in 2021 and currently serves as a senior associate on their Consumer Insights and Business Analytics team. She is responsible for measuring and evaluating global media tactics and working with marketing and agency partners to ... read more

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
  • Gain an 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


If you or your organization have a Google Analytics account, please bring the respective credentials to class so that you can apply course content to understanding your own data.



"This was such a helpful course. I came away with lots of ideas for how to implement at my job."  —  Participant, January 2021

"High-quality content and real-world examples. Taylor managed class time and materials well. Was sensitive to participant’s varying levels of familiarity with the topics. Very impressive given the complexity of the subject!"  —  Participant, January 2021

"Taylor has an approachable teaching style and was helpful and patient in breaking down the information in ways that could work for a variety of learners."  —  Julie von Bargen, Participant, January 2021

"I enjoyed Taylor’s approach and clear demonstration of experience and knowledge."  —  Participant, January 2021

"Taylor was great!"  —  Participant, January 2021

"The course is a great introduction to Digital Marketing Analysis and something that I have been curious about. Taylor has an approachable teaching style and was helpful and patient breaking down the information in ways that could work for a variety of learners."  —  Participant, January 2021

"Very nice and not intimidating, felt comfortable asking questions if I had any."  —  Participant, January 2021

"Great program!"  —  Chelsea Roessler, The Corners of Brookfield, October 2020

"Great content! Learned a lot and can use a lot of the things I learned at work."  —  Katie Kossow

Date: Mon 2/21 & Tues 2/22

Delivery Method: Live Online

Time: 8:30am-Noon CT

Platform: Zoom

Instructor: Taylor Liesenberg


$349 by Feb 7
$374 after Feb 7

CEUs: 0.7

Enrollment Limit: 20

Program Number: 5026-14326

Note: Participants will receive instructions for logging into Canvas to access course materials and Zoom links prior to the class.

Registration Deadline: Feb 21

Register Now


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