Analytics and Reporting for Digital Media

Learn the lan­guage of ana­lyt­ics and its many acronyms as a means to mea­sure where your web traf­fic is com­ing from, how much web traf­fic you are receiv­ing, which mes­sages are most effec­tive and how to report on these mea­sures. Iden­ti­fy use­ful met­rics and describe how they can be ana­lyzed to sup­port busi­ness objec­tives, devel­op­ing a report­ing frame­work for effec­tive com­mu­ni­ca­tion. Cre­ate a web­site of your own and apply var­i­ous approach­es to ana­lyt­ics, includ­ing Google Ana­lyt­ics and ROI analy­sis in real-time.
Course at a glance
  • Fully online asynchronous course, accessible through eClass, the University of Alberta’s eLearning management tool.
  • Aimed at those who want to better reach and communicate with their target audiences while understanding and building social media skills, including small business owners and those working in government, small to large enterprises, not-for-profits, and board-run organizations.
What you will learn

By the end of this course, you should be able to:

  • Understand the language of analytics, including a working knowledge of the many acronyms and how to interpret the information provided by analytics tools.
  • Identify the characteristics of social measures as they apply to traditional and digital media.
  • Identify metrics that are valid for social media and describe how they can be analyzed to support business objectives.
  • Describe the benefits and challenges associated with applying social media analytics to business objectives.
  • Develop a reporting framework that conveys the information acquired from social media analytics.
This course has no prerequisites

Students from all educational backgrounds welcome. You can register for this course without applying and enrolling in a program.

Take note:

  • This course has the equivalent of three hours of online instruction per week (including voice over PowerPoints, readings, and resource links), plus weekly assignments.
  • Students are encouraged to build relationships and network with their classmates through forums and discussions
  • You are required to have a valid Google account. You can use your University of Alberta account for this purpose, or another account if you wish. You will need to access Google Analytics, Google Tag Manager, and Google Data Studio.
  • It is recommended to also have a valid Facebook account, but this is not required.
  • Take some time before the course and become familiar with the four above-noted platforms. A basic understanding of the content, layout and navigation will help ensure we all start with some basic knowledge and can progress together into in-depth discussion around the measurements andAnalysis, that will ensure you are using these tools successfully.
  • It is useful, but not required, to have a working knowledge of HTML.
Currently counts towards:

Applicants intending to enrol in a program are encouraged to apply as soon as possible to lock in their course requirements since they are prone to change.

*If you are already enroled in this program, please refer to your specific program requirements as outlined at the time of your admission: Bear Tracks > Academic Advisement.

When will
this course be offered?

New course schedules are released each June and November.

Course not yet scheduled

This course is not currently scheduled, but may be offered in an upcoming term.

New course schedules are announced each June and November.


Sign up for updates

Interested in future offerings of this course? We can let you know when this course becomes available.