A connected course guide
10,996 words of teaching, with 35 glossary terms and 12 sources in the complete guide.
Open the course wikiOnline · Self-paced · By Bow Tie Kreative
Web analytics course
Turn reports into decisions you can explain.
A dashboard can tell a convincing story while collecting the wrong things. Learn to define events, check the collection path, reconcile records, and interpret results before deciding what to change.
Included in both lifetime memberships. Already a member? Open this course.
10 visual lessonsWiki + PDF + workbook
- Lessons
- 10
- Course guide
- 33 pages
- Workbook
- 17 pages
- Glossary
- 35 terms
The idea, made clear
What is web analytics?
Web analytics is the collection and interpretation of website activity to answer a practical question. Useful analysis starts with an event definition and a measurement plan, then checks whether the data is reliable enough for the intended decision.
What you’ll learn to do
Build an event plan that separates people, visits, and actions.
Check tracking and campaign naming before comparing results.
Reconcile analytics with order records and investigate discrepancies.
Explain attribution limits and build a dashboard around decisions.
Your learning path
Inside the 10 lessons
Each lesson connects a focused idea to practice and an explanation. Chapter links open the matching course wiki section. Sign in with course access to read the complete guide.
- Wiki chapter
Define the event
Connect a business question to a specific, observable event.
- Wiki chapter
Check before you conclude
Use a small verification routine before making a marketing decision.
- Wiki chapter
Build an event measurement plan
Specify an event so another person can implement and test it.
- Wiki chapter
Separate people, visits, and events
Choose a denominator and scope that match the question.
- Wiki chapter
Test the collection path
Trace one action from the page to the stored record.
- Wiki chapter
Create a campaign naming system
Use consistent campaign labels without putting sensitive information into URLs.
- Wiki chapter
Reconcile analytics with the order system
Investigate a mismatch before interpreting it as growth or decline.
- Wiki chapter
Read attribution without claiming causation
Distinguish assigning credit from measuring incremental impact.
- Wiki chapter
Build a dashboard around decisions
Choose a small set of measures that leads to a useful review conversation.
- Wiki chapter
Investigate a drop without guessing the cause
Build a diagnostic sequence from data quality to customer experience.
A small decision. A useful connection.
Try the thinking for yourself.
Read the situation and pause before opening the explanation. You don’t need an account for this example.
Fictional teaching example. Your response is not recorded.
Investigate a conversion drop
A fictional shop reports fewer tracked orders after a checkout update, while its order system shows stable sales. Should the marketing team immediately increase advertising spend?
Show the explanation
First check whether the event still fires, whether consent or checkout routing changed, and whether the reports use comparable periods. The mismatch is a reason to investigate collection before blaming demand.
Put the course to work
An event measurement plan and a short data-quality investigation checklist.
Keep the idea within reach
Read it. Check it. Apply it.
Your course resources are digital and included with membership. Move from a question to the wiki chapter, or take the PDF and workbook with you.
A guide you can keep nearby
A 33-page PDF brings the course together in one document, with linked sources to follow when you want more context.
Find the course PDFSpace to make it your own
A 17-page workbook helps you turn ideas into written decisions, check your assumptions, and plan what to try next.
Find the workbookSources to explore
Selected references from the course guide. Research supports particular ideas in context; it does not guarantee a marketing result or a learning outcome for every person.
- The Unfavorable Economics of Measuring the Returns to Advertising
- A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook
- Practical Guide to Controlled Experiments on the Web
- Set up events
Find the complete reference list in the course wiki sources.
Does this cover Google Analytics 4?
The guide links to official GA4 event documentation and teaches measurement concepts you can apply there. It is a reasoning and planning course, not a complete step-by-step GA4 or Google Tag Manager installation certification.
Will I learn attribution and reporting?
Yes. You will distinguish assigned credit from a causal effect, reconcile records, and choose measures that help a real decision rather than simply fill a dashboard.
What happens if I answer a practice question incorrectly?
You receive a teaching explanation and a worked example, with another opportunity to practice. Correct answers also lead to an explanation so you can understand the reason behind your choice.
Does access include every Program Reset course?
Yes. Both lifetime options include all 13 courses in this library, their wiki guides, PDFs, and workbooks. Community and the separate 200+ course vault are included in the Community & Vault bundle. Access lasts while the platform operates. See the access terms.
One membership. A connected library.
Learn this. Then connect the dots.
Web analytics course is included in both Program Reset lifetime access options. Move between visual lessons, the linked wiki, PDF guides, and workbooks as your questions change.
Keep building your understanding.
42 lessons · Self-paced
Marketing foundations course
Know who you help, what you offer, and what to do next.
Explore the course
10 lessons · Self-paced
Paid advertising course
Give every advertising dollar a reason.
Explore the course
10 lessons · Self-paced
SEO course for beginners
Connect a useful question with a page that answers it.
Explore the coursePublished by Bow Tie Kreative · Calgary, Alberta, Canada · Course page reviewed .