Students will learn to use tools like Google Analytics to track website traffic, user behavior, and key metrics. They will gain insights into website performance, audience demographics, and conversion funnels, enabling data-driven decision-making and continuous optimization. Topics include custom dashboards, event tracking, and attribution modeling.
This unit covers tracking social media engagement, measuring campaign success, and generating reports. Students will learn how to analyze metrics such as reach, engagement, and sentiment to assess the effectiveness of social media strategies. Topics include social listening, competitive analysis, and KPI tracking.
Students will learn techniques for calculating ROI, attributing conversions, and assessing the effectiveness of digital marketing campaigns. They will understand the importance of ROI analysis in resource allocation and budget optimization. Topics include cost per acquisition, customer lifetime value, and ROI benchmarks for different marketing channels.