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Digital Skills: Web Analytics




3 weeks

About the Course

Explore the world of web analytics

What is web analytics, and why is it important for businesses? Within this course, you’ll explore some of the fundamentals of this increasingly popular skill and learn how businesses can apply different techniques to understand, assess and manage their performance.

You’ll begin by looking at the basics of web analytics, including the different types of analytics and what they’re used for, before exploring some key areas in more detail.

Discover how businesses can effectively use web analytics techniques to improve performance

Running a successful online business often requires a good working knowledge of web analytics. As you work your way through the course, you’ll find out why web analytics skills are becoming essential for all kinds of organisation.

You’ll look at some of the essential techniques which can help you to continually improve your product or business, examining concepts including segmentation and benchmarking, and exploring the five steps to creating a measurement plan. You will also learn the processes involved in creating a successful online business, including measuring outcomes and optimising conversion rates.

Learn the basics of Google Analytics and Adobe Analytics and develop skills to grow your career

As you round off the course, you will learn how to apply web analytics in a business setting, looking particularly at Google Analytics and Adobe Analytics. If you’re wondering what a Digital Analyst does and what responsibilities they have, you’ll find details here. Whether you’re hoping to get a job in the industry or learn web analytics best practices, this is the course for you.

What topics will you cover?

Week 1 - Analytics basics

  • Describe what web analytics is

  • Identify the different types of analytics including descriptive, diagnostic, predictive and prescriptive analytics

  • Explain why web analytics is important for businesses and how it helps in achieving business objectives

Week 2 - Web analytics data and measurement plan

  • Describe what a measurement plan is and why it is important

  • Identify the different stages of building a measurement plan

  • Describe what segmentation is and why it is a useful analytical technique when looking to personalise customer experiences

  • Explain the role of web analytics for a successful online business through looking at an example measurement plan case study

  • Describe what a conversion is and the identify differences between a macro and micro conversion

  • Explain what a conversion funnel is and how web analytics can be used at each stage of the funnel

  • Understand what conversion rate optimisation is and explain why it is important to obtain quality and relevant data to measure business performance

Week 3 - Analytics tools

  • Understand what web analytics tools are

  • Explain how Google and Adobe Analytics work

  • Explore the challenges of web analytics

  • Understand a typical career journey, job description and example of a day in the life of a digital analyst

Your Instructor


Accenture is a global professional services company with leading capabilities in digital, cloud and security. Combining unmatched experience and specialised skills across more than 40 industries, Accenture offers Strategy and Consulting, Technology and Operations services and Accenture Song — all powered by the world’s largest network of Advanced Technology and Intelligent Operations centres.

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