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DMI Track


Learn about Data Analytics, Reporting, Data Management, AI, Machine Learning and Security best practices and understand how to configure GA4 and Universal Analytics with this short online Data and Web Analytics course.

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Associate Certification

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Includes DMI Membership

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Data and Web Analytics Course Overview

This course will help boost your career through a blend of expert-led video tutorials, case studies and useful toolkits. On completion, you will know the core principles and best practices in analytics and data management to make sound data driven decisions.

4 Interactive Modules.

Associate Level Certification.

10.5 Hours self-paced learning content.

FREE DMI Membership included.

Practical Toolkits and Templates.

Key skills and competencies you will gain

Understanding DataData and AIDigital Marketing Analytics FundamentalsCreating and Configuring a Google Analytics AccountSetting Events with Google Analytics 4Alternative Analytics PlatformsMonitoring Campaigns and Supporting Channels using Google AnalyticsTurning Data into ActionsReporting, Visualization, and Presenting DataImproving Your Presentation SkillsUsing Excel for Data Visualization

What you'll learn

4 Modules • Approx 10.5 hours Learning content


Module 1 - Data, AI, and Data Protection

2h 22mins

Learn the different data types and best practices for data management along with understanding the benefits of using AI in digital marketing. You will also explore privacy, ethics, data storage, and data protection

Knowledge Gain:

Understanding DataGood Data and Bad DataData and AIPrivacy, Ethics and Data Protection

Expert Insights:

Best Examples of AI in Digital Marketing

The Definitive GDPR Checklist for Marketers


Module 2 - Google Analytics 4 (GA4) Fundamentals

2h 32mins

Learn how to set up and configure a Google Analytics account for GA4, install a tracking code, and link Google Analytics to other tools. You will also know how to gather data, and use reports for insights on campaign performance.

Knowledge Gain:

Digital Marketing Analytics FundamentalsCreating and Configuring a Google Analytics Account Setting Events with Google Analytics 4Alternative Analytics Platforms

Expert Insights:

The Best Alternatives to Google Analytics


Module 3 - Data Driven Decisions

2h 48mins

Understand how to use the various reports to monitor campaigns and know their purpose, characteristics, and benefits. You will also explore data-driven decision-making and know how it can be used to make valuable marketing actions to generate higher ROI.

Knowledge Gain:

Monitoring Campaigns and Supporting Channels using Google AnalyticsAnalysing and Recording Google Analytics DataUsing Google Optimize to Improve Performance

Toolkits included:

Paid Media Budget Forecasting Tool

Expert Insights:

GA4 Report Explorations, Funnels and Comparisons with Cathal Melinn

CRO Tactics


Module 4 - Visualizing and Presenting Data

2h 29mins

Know how to present key findings and insights from your data and see how creative visualisation and presentation can help people understand what the data is telling you. You will also learn how to use Excel formulas, charts, Pivot Tables, and Calculated Fields to present and visualise data.

Knowledge Gain:

Reporting, Visualization, and Presenting DataImproving Your Presentation SkillsUsing Excel for Data VisualizationExcel Fundamentals

Toolkits included:

Channel Performance Tracker

Funnel Conversion Reporting

Master Your Presentations

Expert Insights:

The Best Analytics Tools for Digital Marketing

Data Visualization Tools & Tips

Getting Hands-On with Analytics

Excel walkthroughs with Cathal Melinn


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200+ 5 Star Customer Reviews


got a new role in digital marketing or changed their career path

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Learn from global industry experts

Our courses are taught by industry leading skills experts with relevant career ready content.

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Join 300,000+ members and access Webinars, Toolkits, Digital Trends, Podcasts, Continuing Professional Development (CPD) and more.


Globally recognized certification

Wanted and demanded around the globe, the DMI certification framework opens doors. Share on LinkedIn and be noticed.

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300,000+ Members trust DMI to Progress their Career

Digital Marketing Institute has 300,000+ members and alumni across the globe. As well as learning the latest in digital marketing, you'll be joining a network of thousands of members and graduates with the same passion for this fascinating, modern discipline.

Completing the online training has been fantastic! I've learnt so much valuable information.

Adam H, UK

From day 1 DMI were super accessible and available to help, pretty much in real time.

Irina, Canada

I was really happy with my course... very modern and presented for "easy digestion".

Amelie, Germany

Our 300,000+ Members work for companies like:

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Globally recognized certification

The Digital Marketing Institute is the Global Certification body for Digital Marketing Education. Exclusively designed by expert digital practitioners, this Associate Level Certification carries relevance, recognition and pedigree - highly sought after by your employers.
Frequently Asked Questions

How is this short course assessed?

It’s trouble free. The assessment is undertaken online, with a 40 question multiple choice exam. You can take this in the comfort of your own home.

Successful completion leads to an Associate level certification.

Who is this course aimed at?

Small business owners, marketing professionals, product managers, entrepreneurs or anybody looking to skill up quickly in Data and Web Analytics.

The bite-sized structure of the course is specifically designed to fit around your lifestyle and other commitments.

Do I need to have a marketing background?

No. We will walk you through the fundamentals Data and Web Analytics. You don’t need any specific marketing background to undertake and succeed with this course.

How long does it take to complete?

You’ll have 12 weeks to complete and depending on the DMI Track course, approximately 7-13 hours of content. You then take a 40 question multiple choice exam online. This leads to an Associate level certification.

What if I want to learn more?

If you wish to keep studying with DMI, we have a full range of additional short courses, Professional Certificates, Professional Diplomas and Post Graduate courses. Click here for more info.

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