Coursera
Web Analytics & Reporting Specialization

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Coursera

Web Analytics & Reporting Specialization

Hurix Digital

Instructor: Hurix Digital

Included with Coursera Plus

Get in-depth knowledge of a subject
Intermediate level

Recommended experience

4 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
Get in-depth knowledge of a subject
Intermediate level

Recommended experience

4 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace

What you'll learn

  • Navigate Google Analytics to extract insights, connect platforms, and configure conversion tracking for comprehensive performance measurement

  • Apply segmentation and statistical analysis to identify patterns, validate data quality, and optimize content for improved engagement and conversions

  • Create automated Looker Studio dashboards and scheduled reports that transform complex data into clear visual stories for strategic decision-making

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Taught in English
Recently updated!

January 2026

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Specialization - 6 course series

What you'll learn

  • Web analytics reports act as business intelligence tools, answering key performance questions that guide marketing decisions

  • Time-based comparisons help marketers identify real trends by separating normal data changes from meaningful performance shifts.

  • Strong analytics navigation skills improve efficiency over time, allowing marketers to focus more on insights than data searching.

  • Consistent reporting workflows and saved views reduce repetition while maintaining accuracy in marketing performance evaluations.

Skills you'll gain

Category: Trend Analysis
Category: Google Analytics
Category: Digital Marketing
Category: Marketing Analytics
Category: Strategic Marketing
Category: Performance Reporting
Category: Performance Analysis
Category: Target Audience
Category: Marketing Strategies
Category: Analytics
Category: Advertising Campaigns
Category: Customer Insights
Category: Web Analytics
Category: Business Reporting

What you'll learn

  • Data-driven content decisions rely on systematic analysis of page-level metrics, not intuition or guesswork.

  • Analytics of user engagement patterns provide actionable insights for optimizing content and refining marketing strategy.

  • Standardized reporting workflows enable scalable content analysis and seamless collaboration across teams.

  • Time-based engagement metrics reveal content quality and audience alignment beyond basic traffic volume measures.

Skills you'll gain

Category: Customer Insights
Category: Analytics
Category: Key Performance Indicators (KPIs)
Category: Performance Reporting
Category: Performance Analysis
Category: Driving engagement
Category: Content Performance Analysis
Category: Marketing Analytics
Category: Web Analytics and SEO
Category: Performance Metric
Category: Google Analytics
Category: Data-Driven Decision-Making
Category: Web Analytics
Category: AI Personalization

What you'll learn

  • High bounce rates often signal content-audience misalignment rather than technical issues, requiring strategic content adjustments .

  • Session duration correlates directly with content value perception, making it a reliable predictor of user satisfaction and conversion potential.

  • Systematic analytics interpretation creates repeatable optimization processes that scale across content portfolios, enabling continuous improvement

  • Data-driven content decisions consistently outperform intuition-based changes, making analytics literacy essential for modern marketing effectiveness

Skills you'll gain

Category: Web Content
Category: Content Performance Analysis
Category: Content Strategy
Category: Web Analytics
Category: Analytics
Category: Drive Engagement
Category: Data Analysis
Category: Multimedia
Category: Search Engine Optimization
Category: Data-Driven Decision-Making
Category: Content Development and Management
Category: Marketing Analytics

What you'll learn

  • Audience segmentation ensures your marketing reaches the right people and converts effectively.

  • Data quality validation is essential—flawed data leads to poor strategy and wasted budgets.

  • Comparing current data with historical baselines helps detect tracking issues early.

  • Combining segmentation and validation builds reliable data and enables precise targeting.

Skills you'll gain

Category: Performance marketing
Category: Real Time Data
Category: Data Quality
Category: Google Analytics
Category: Marketing Effectiveness
Category: Target Audience
Category: Anomaly Detection
Category: Web Analytics
Category: Marketing Analytics
Category: Benchmarking
Category: Data Validation
Category: Trend Analysis
Category: Data-Driven Decision-Making
Category: Campaign Management
Category: Customer Insights

What you'll learn

  • Data segmentation is essential for uncovering meaningful behavioral patterns that drive conversion optimization strategies.

  • Statistical correlation analysis transforms surface-level metrics into actionable insights that directly impact business outcomes.

  • Systematic validation of automated systems ensures marketing teams receive trustworthy, timely intelligence for strategic decision-making.

  • Continuous refinement of monitoring rules and thresholds maximizes the value and accuracy of automated marketing intelligence systems.

Skills you'll gain

Category: Continuous Monitoring
Category: Analytical Skills
Category: Web Analytics
Category: Marketing Effectiveness
Category: Customer Insights
Category: Quality Assessment
Category: Model Evaluation
Category: Web Analytics and SEO
Category: Data Analysis
Category: Statistical Analysis
Category: Marketing Analytics
Category: Verification And Validation

What you'll learn

  • 1. Automation transforms manual reporting workflows into efficient, reliable systems that operate independently once properly configured.

  • Consistent timing and formatting in automated reports builds stakeholder trust and ensures data-driven decision-making happens on schedule.

  • Strategic scheduling configuration requires balancing delivery frequency with data processing time to maintain accuracy and relevance.

  • Effective report automation creates scalable processes that grow with organizational needs without proportional increases in manual effort.

Skills you'll gain

Category: Stakeholder Communications
Category: Scalability
Category: Data Integration
Category: Quality Assurance
Category: Automation
Category: Scheduling
Category: Enterprise Application Management
Category: Management Reporting
Category: Marketing Automation
Category: Performance Reporting

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Instructor

Hurix Digital
Coursera
154 Courses3,613 learners

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Coursera

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