Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web page. However, web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research. This course covers concepts of analytics and deep dives into social and web analytics common scenarios. Although this course approaches on learning Digital Analytics from a managerial perspective, it will showcase tips and techniques for the most common google web analytics platform and several other relevant tools along the way.