Web Analytics

Web analytics is how modern teams measure, understand, and improve the performance of websites and digital products — and this Web Analytics Specialization teaches you the four tools that define the industry today. You learn Google Analytics 4 (GA4), Google Tag Manager (GTM), Hotjar, and Ahrefs in a single, applied learning path designed for analysts, marketers, and product professionals who want a career-ready web analytics skill set. Across three courses, you progress from GA4 fundamentals into production-grade implementation with Google Tag Manager, and finally into qualitative UX analytics with Hotjar and SEO intelligence with Ahrefs. You configure GA4 properties, events, and conversions; build data layers and e-commerce tracking through GTM; analyze attribution, funnels, and predictive segments; and diagnose user experience and search performance using heatmaps, session recordings, site audits, and competitor research. Every concept is paired with follow-along demonstrations inside the actual platforms, so you graduate with working implementations and portfolio-ready artifacts. By the end, you will be able to design, deploy, and interpret a complete web analytics stack for real-world websites — the exact capability expected in today's web analyst, digital marketing analyst, and growth analyst roles.