UCSB Extension Course Outline
DATE SUBMITTED: April 7, 2014
COURSE NUMBER: BUSAD X409.63
TITLE: Art and Science of Google Analytics
INSTRUCTOR: Archana Pawse, Ph.D.
INSTRUCTOR CONTACT: E-Mail: firstname.lastname@example.org
CONTACT AVAILABILITY: Through e-mail
Web analytics offers insightful information about an organization’s performance and permits
easy monitoring of Web patterns. Web marketing is the most track-able marketing medium out
there; however, the real value of Web analytics data lies not in the science of the stats, but in
COURSE GOALS AND OBJECTIVES:
This course teaches participants how to comprehend, setup, and analyze the art and science of
Web analytics. Participants learn how to use Web analytics including reviewing past and current
Web performance, understanding customer behavior, gauging campaign execution while
learning how to continually optimize Web marketing efforts, and addressing overall marketing
strategy. This course addresses free tracking tools and best practices for reviewing Web
statistics. Google Analytics is a free tool that is the platform to learn how to setup and read Web
analytics. Participants review and define major Web analytics elements including top referring
traffic sources, unique visitors, average time on site, geographical trends, search feedback, and
STUDENT LEARNING OUTCOMES:
Upon successful completion of this course, students will be able to:
Explain why Web statistics are important
Create Google analytics accounts
Evaluate different kinds of Web data
Conduct Web analytics reports
TOTAL CLASSROOM HOURS PER WEEK AND UNITS GRANTED UPON COMPLETION OF
3 hours per week for the duration of 3 weeks = 9 instructional hours = 1 unit
Evaluation will be based on a combination of attendance, participation, homework assignments
and a final project. A breakdown of the grading is as follows:
Homework Assignments: 20%
Final Project: 20%
The final project will demonstrate your learning and critical thinking relative to what was
presented in the class. It will be a 1 page report in the following format:
1. What does your business do? * It can be a fictional business, business division, blog.
2. How can Google Analytics help your business?
3. What is the goal of your website/project?
4. What Google Analytics metrics (KPI) will you track? Why?
5. How will you analyze the reports? What external and/or internal contexts will you use?
The final project is due on May 1st
2014. Please email to the teacher on or before the due date
REQUIRED TEXT: None
Web Analytics 2.0, Avinash Kaushik
Web Analytics, An Hour a Day by Avinash Kaushik
Web Analytics Sites: http://www.google.com/analytics/
Avinash Kaushik: http://www.kaushik.net
Google Blog : http://analytics.blogspot.com/
Google Analytics Training : https://analyticsacademy.withgoogle.com/explorer
SCHEDULE OF READINGS AND TOPICS TO BE COVERED – BROKEN DOWN BY CLASS
Week 1 (April 10th
Web Analytics Introduction
• Why is web analytics important?
• What analytics is, what it does, how it can help you analyze your web marketing and
overall marketing efforts
• Why Google Analytics.
Web Analytics Set Up
• Creating Google Analytics accounts
• How to set up accounts and start tracking
• Setting up Filters
• Setting up Web Analytics Goals
• Tagging URLS
Web Analytics Metrics
• Reviewing different types of web metrics (Visits, Bounce rate,Time on site etc.)
Understanding Macro and Micro Conversions
1. Create a Google Analytics account. If you have a blog or a website, install the code.
(Use plugins if available)
2. Review these 4 websites and write down the macro and micro conversions for these
websites. Assignment due: 17th
Week 2 (April 17th
Last Week’s Review
Analysis Best Practices
• KPI (Key Performance Indicators)
• Understanding segmentation
Reports to understand your business (KPI important for your business)
• Lead generation
Reports for Marketing Channels
• Email Campaigns
Downloading and scheduling Reports
Creating custom reports and Dashboards
Reports for improving your site
• Top content report
• Site speed.
1. How will you convince your boss that your business needs a new mobile website? What
web analytics data will be useful? What additional data/context can you provide to
support your request? Due : July 24 2013
Week 3(April 24th
Last week’s review.
Questions about web analytics and projects.
Overview of other Google Analytics reports
-Site overlay function
Advanced Web Analytics
• Understanding Attribution
• Multichannel funnels
• How to measure offline marketing with analytics
Other tracking tools
• Facebook Insights
• Online Advertising Data
• Email Data (Constant Contact)
Homework: Final project due next week. (May 1st