Skill path · 2 modules · 1.4 hours

Analytics Foundations

Start from nothing and finish able to open any analytics account, work out where the traffic is really coming from, spot what is not working, and say what you would change. No prior experience needed.

By the end

You can audit a website's traffic and defend a recommendation with evidence.

  1. 01

    Beginner · 50 min · 9 chapters · 1 lab

    Reading an analytics dashboard

    Most people look at their analytics, see that traffic went up, and close the tab. This module teaches you to read the same screen and find the story in it — using a real, live analytics dashboard you can open right now.

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  2. 02

    Beginner · 35 min · 6 chapters · 1 lab

    GA4: source, medium and channels

    Google Analytics does not ask you which channel a visit belongs to. It works it out from two words on the end of your link. Get those two words wrong and your reporting is wrong for good.

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