Welcome to Module 17. This course is part of a complete 20-module Real Digital Marketing training programme. Each module can be taken individually or as part of the full series. In this module, we focus on analysing and understanding results, and how data can be used to measure performance and guide better marketing decisions. One of the most important aspects of digital marketing is the ability to track what is working, what is not, and where improvements can be made.
We begin by exploring the different types of results and metrics that businesses should be paying attention to. Understanding what to measure and why it matters is essential for making informed decisions rather than relying on assumptions. A key focus of this module is Google Analytics, one of the most widely used tools for tracking website performance. You will be given an introduction to the platform, followed by an overview of its main features and a step-by-step demonstration of how to use it. This will help you understand how to interpret website data, track user behaviour, and gain insights into how visitors interact with your site.
