Digital Skills: Web Analytics
Learn about the importance of web analytics, and how businesses use different techniques to assess and manage their performance.
YOUR LEARNING PATH
Web & Tracking Analyst
Measure website behavior and design, implement and validate reliable analytics tracking.
A free self-paced learning path with curated external learning resources.
Skills to learn
Web Analytics Fundamentals
Sessions, users, events, conversions, traffic sources and attribution basics.
Tracking Tools
Google Analytics 4, measurement model, events, parameters and reporting.
Google Analytics 4
Open Skillshop and choose the Google Analytics 4 courses to learn measurement, configuration and reporting.
Adobe Analytics tutorials
Learn how to use Adobe Analytics to measure and analyze your website traffic, user behavior and marketing performance.
GA4 Demo Account
Use real Google Merchandise Store data to investigate reports and user journeys.
Adobe Analytics University Student Sandbox
Use a free Adobe Analytics sandbox to explore reports, segments and dashboards.
Google Tag Manager
Tags, triggers, variables, dataLayer and custom events.
Google Tag Manager Tutorial for Beginners
Follow Analytics Mania’s beginner guide to containers, tags, triggers, variables, testing and publishing.
Tag Manager Documentation
Study the official model for tags, triggers, variables and container versions.
The dataLayer
Learn how to push structured events and values into Google Tag Manager.
GA4 Ecommerce Events
Build view, cart, checkout and purchase events using the recommended schema.
How Websites Work
Learn the basics of HTML, JavaScript and the DOM to understand how websites work and how tracking interacts with page elements.
HTML Academy
Build the basic HTML and JavaScript knowledge required for tracking implementation.
MDN DOM Introduction
Learn how scripts read pages, listen for interactions and modify elements.
Privacy & Consent
Cookies, Consent Mode, CMP and privacy-aware collection.
Consent Mode
Learn consent signals, defaults, updates and region-specific behavior.
Consent Settings in Google Tag Manager
Learn more about consent initialization, checks, API
Server-Side Tracking
Server-side tracking is a more advanced tool for experienced web analysts. You can skip it at the beginning and come back to it later.
Server-side Tagging Fundamentals
Follow Google’s learning pathway and build a GA4 server-side data flow.
Server Container Setup
Deploy a tagging server, map a domain and configure clients and tags.
Server-side Event Data
Use the official event-data reference while building clients and transformations.
Debugging & Data Quality
Preview, DevTools, network requests, duplicate or missing events and validation.
Chrome DevTools
Use Elements, Console and Network panels to debug tracking implementations.
Templates & Advanced GTM
Optional and advanced: Custom Templates, custom JavaScript and APIs.
Custom Templates Guide
Build sandboxed tag and variable templates with permissions and tests.
Community Template Gallery
Review open-source GTM templates and their permission configurations.