Syllabus: Introduction to Web Metrics and Google Analytics

A free, open online course at MulinBlog Online J-School

(This syllabus is available for download by following this link)

Course instructor:  Mu Lin
Email: mlin@mulinblog.com
Twitter: @mututemple (Digital Journalism)
Blog: http://www.mulinblog.com
Facebook page: https://www.facebook.com/mulinblogjschool

ABOUT THIS COURSE

This course is designed for people who want to acquire working knowledge of Google Analytics. Students will learn key terms of web metrics, how to navigate the Google Analytics interface, how to understand key reports, and action strategies for various job roles.

HOW THIS CLASS WORKS

  • This course consists of three weekly modules; in each weekly module, there are readings, quizzes, assignments and class discussions.
  • There is no required textbook for this course. This course makes use of selected online articles/tutorials as lesson materials.
  • You will have access to the Google Analytics account of MulinBlog and use the real data to experiment with skills discussed in class.
  • For a satisfying learning experience for both you and your classmates, we ask that you work on the assignments and actively participate in class activities.
  • A course completion certificate will be issued to students who satisfactorily complete all the required coursework.

WEEKLY SCHEDULE                                                                   

Course structure and contents will be updated periodically to reflect the best and most up-to-date industry practices. (Last updated in May 2014)

Week 1: The basics of web metrics and Google Analytics

Learning objectives: After finishing this module, students will be able to:

  • tell basic web analytics approaches
  • describe how Google Analytics works
  • explain key web metrics terms

Class activities: study the lesson; take a quiz; participate in discussions.

Week 2: How to navigate Google Analytics

Learning objectives: After finishing this module, participants will be able to

  • navigate the GA interface
  • explain contents in major reports
  • find and display desired stats

Class activities: study the lesson; take a quiz; participate in discussions; work on assignments.

Week 3: How to act on GA reports

Learning objectives: After finishing this module, participants will be able to

  • tell key performance indicators for various job roles
  • analyze a key performance indicator and discuss how to improve it
  • segment stats for custom reporting

Class activities: study the lesson; take a quiz, participate in discussions; work on assignments.


Last modified: Wednesday, October 22, 2014, 3:14 PM