Analytics
Turns anonymous website traffic into evidence for what's working
What it is
About Analytics
Analytics platforms like Google Analytics 4 track how visitors find and use a website — traffic sources, page views, conversion funnels, drop-off points — giving marketers the evidence base to prioritise content and optimise conversion rates. They're the backbone of data-driven content marketing and conversion rate optimisation (CRO), showing which campaigns and pages actually move business metrics rather than just vanity numbers. Most teams pair a core analytics tool with specialist add-ons for heatmaps, A/B testing or attribution.
What you can do with it
Capabilities
Track traffic sources, user behaviour and conversion funnels
Set up goals and events to measure specific business outcomes
Segment audiences by behaviour, device or acquisition channel
Build custom reports and dashboards for stakeholders
Identify drop-off points to prioritise conversion rate optimisation work
How to learn it
Learning Resources
Complete Google Analytics Academy's free GA4 courses and certification
Take Google Skillshop's free Google Analytics certification
Study CXL Institute's conversion and analytics courses
Set up GA4 on a personal or test site and build a real reporting dashboard
Pro Tip
GA4's event-based model differs significantly from the old Universal Analytics — if you learnt on the old version, budget real time to relearn the data model, not just the interface.
Skills that use this tool
Roles that use this tool