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University of San Francisco

University of San Francisco


Online Programs

Advanced Web Analytics

Harness the Power of Advanced Web Analytics Training and Convert Data Into Profits!

Interactive marketing has exploded in popularity and usage, due in large part to its measurability. In fact, Forrester predicts that U.S. businesses will spend approximately $953 million on web analytics software in 2014, with an average compound growth rate of 17%.* At the same time, new research from Econsultancy and Lynchpin shows a shift from spending on technology (which decreased from 45% to 38%) to spending on internal staff (which increased from 36% to 42%)** - highlighting a growing need for trained analytics professionals.

Web analytics tools make it possible to track everything from page hits to visitor demographics to advertising ROI. However, the key to success is not just obtaining accurate and plentiful data - it's knowing how to use that information to your advantage. If you're not making optimal use of your findings, it could be costing you money, customers and your competitive edge.

Advanced Web Analytics goes beyond the platform and empowers you to master the discipline. Not only will you learn what to measure and how to measure it, but you'll also discover how to analyze the data and use it to optimize your website and campaigns.

Accomplished web analytics experts provide a high-level strategic view, focusing on the core concepts that will remain constant even as the tools continue to evolve. In just eight weeks, this advanced specialized certificate course will equip you with the web analytics training you need to leverage your metrics and maximize your marketing success!

Who Should Register?

This advanced analytics training course is ideal for marketing professionals and webmasters in agencies and corporate marketing departments. It is also essential for managers and executives who are responsible for setting goals and producing results, as well as for entrepreneurs seeking to optimize interactive marketing expenditures. Students may find it helpful to have some familiarity with basic web analytics tools, which are covered in USF's Master Certificate in Internet Marketing program.

What You'll Learn

Introduction to Advanced Analytics and Measurement

  • History of web analytics
  • Critical considerations for web analytics installations
  • Overview of web analytics providers
  • Best practices for analytics
  • Key analytics and conversion-tracking concepts

Traditional Analytics Components

  • Vital visitor info: user variables and site interaction
  • Tracking traffic sources: direct, referring sites, paid and organic
  • Optimizing site performance and ROI functionality
  • Goal-setting: paths, funnels and conversions

Google Analytics

  • Pros and cons of Google Analytics
  • Installations, profiles and configurations
  • AdWords integration and goal/ROI tracking
  • Custom segments and reports
  • Site overlay, maps and motion charts

Analytics Tracking and E-Commerce

  • Analyzing goal performance
  • Successful e-commerce installation and tracking
  • Alternative ways to measure e-commerce
  • Communicating reports externally and internally
  • E-commerce optimization

Measuring Off Site

  • Off-site metrics: top tracking and reporting methods for email, online advertising, video, social media, blogs, viral marketing and print media

Analytics Reports

  • Essential reports for webmasters, marketers, executives and small-business owners
  • Establishing benchmarks, KPIs and success metrics
  • Google Analytics: auto-reports and dashboards
  • Interpreting web analytics reports

Advanced Analytics

  • Google Analytics: custom filters, event tracking, e-commerce tracking over multiple domains and tagging campaigns
  • Top troubleshooting tips for web analytics
  • Evaluating external sources for web metrics: comScore, Nielsen and MRI
  • Must-know Omniture features
  • Testing: landing pages, design and Website Optimizer

Analytics Case Studies

  • Installations: standard and e-commerce
  • AdWords reports
  • Server-side example
  • Visualizing data to drive results
  • Troubleshooting
  • Analytics report-based marketing and design optimization


Program offered is a Certificate.

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Campus Offerings:
  • None : This program is taught Online.

The University of San Francisco's School of Business and Management is accredited by AACSB International (the Association to Advance Collegiate Schools of Business), the premier accrediting body for business schools. The Masagung Graduate School of Management's MBA program received its accreditation in 1981, while the McLaren College of Business has held its AACSB accreditation since 1953.

USF is accredited by the Western Association of Schools and Colleges (WASC), and received seven years (maximum time of reaffirmation) during its most recent review. USF is proud to be a founding member of the WASC's antecedent, the Western College Association (WCA), receiving its first accreditation in 1950.