Transform raw web data into actionable marketing insights with this comprehensive specialization in web analytics and reporting. Through nine hands-on courses, you'll progress from basic Google Analytics navigation to advanced segmentation, data visualization with Looker Studio, and automated reporting systems. Learn to connect Google Ads with Analytics, set up conversion tracking, validate marketing data quality, and create compelling visual dashboards that drive strategic decisions. You'll develop expertise in interpreting key metrics like bounce rates and session duration, implementing audience segmentation strategies, and using statistical analysis to identify meaningful patterns in user behavior. The program culminates in building automated reporting workflows that save time while ensuring consistent, reliable insights delivery to stakeholders. Perfect for marketing professionals seeking to leverage data for campaign optimization, this specialization provides practical skills in the industry's most essential analytics platforms and techniques, preparing you to make data-driven decisions that directly impact business outcomes and marketing ROI.
Applied Learning Project
Throughout this specialization, you'll complete practical projects that mirror real-world marketing analytics challenges. You'll configure Google Analytics goals and connect advertising accounts, create custom audience segments to improve targeting precision, and build interactive Looker Studio dashboards that visualize campaign performance. Projects include analyzing actual website metrics to identify content optimization opportunities, validating data quality to ensure accurate decision-making, and setting up automated reporting systems that deliver insights on schedule to stakeholders.
