Introduction to Digital Marketing Analytics

Marketers want to use data to plan and evaluate digital campaigns. The first step is to set realistic goals for how digital analytics can improve your business. In this class, you learn how to create a digital measurement plan and implement it in your organization. You are introduced to Google Analytics and create basic reports to share with your team and management.

If you have a Google Analytics account for your organization, please bring your credentials so that you can learn from your own scenarios and get feedback from the instructor.


This course can be applied to the Digital Marketing Certificate.


Anthony Virgilio

Anthony Virgilio

Anthony Virgilio joined Laughlin Constable in 2013 and currently serves as a senior analyst and strategist for a number of clients, some of which include ASPCA, Jewelers Mutual Insurance Group, Wisconsin Department of Tourism, and R. W. Baird. Anthony is ... read more

Who Should Attend

Marketing professionals including those new to the profession or those with significant experience who want to grow their digital skills.

Benefits and Learning Outcomes

  • Define the key concepts of digital analytics, including the role of data in planning and evaluating digital campaigns.
  • Identify the components of a digital measurement plan and explain their significance in improving business outcomes.
  • Develop a sample digital measurement plan tailored to your organization.
  • Create a report plan that could provide actionable insights for both the marketing team and management, demonstrating an understanding of the broader impact on the organization.

Course Outline/Topics

  • What is digital marketing analytics?
  • How can digital analytics improve your business?
  • What is a digital measurement plan and why should you use one?
  • What is Google Analytics and how does it work?
  • First look at Google Analytics user interface
  • Basic reporting overview
  • Resources and tools


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.



"Great course! Very insightful information and easy to follow along and understand how I can apply it in my role!"  —  Participant, Fall 2022

"Really well done. This is a great introductory course. I’m looking forward to the advanced class after using GA for a few weeks in between."  —  Participant, Fall 2022

Date: November 18 and 19, 2024

Delivery Method: Live Online

Time: 8:30am - Noon CT

Platform: Zoom

Instructor: Anthony Virgilio


$349 by Nov 4, 2024
$374 after Nov 4, 2024

CEUs: 0.7

Enrollment Limit: 15

Program Number: 5026-16494

Note: Classes are held on November 18 and 19, 2024, 8:30 – Noon.

Participants will receive instructions for logging into Canvas to access course materials and Zoom links before the course start date.

Registration Deadline: Nov 18, 2024

Register Now


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