Web Analytics Metrics: Sessions, Engagement, Conversions & UTM Data
Work with exported web analytics data the way a GA4 report presents it: users vs sessions vs views, engagement and bounce rate, conversion rate by channel, UTM parsing, landing pages, funnels, returning-user cohorts and attribution models, with every cell checked as you go.
The first lesson is free — no account needed.
About this course
A web analytics course that works with one fictional online shop's exported traffic data the way a GA4 report presents it, in a spreadsheet, for marketers, analysts, e-commerce teams and students. You turn a daily export into sessions per user and views per session and see why daily users cannot be added up, calculate engagement rate and bounce rate per channel and get the site-wide figure right, roll three weeks of data up by channel with SUMIFS for conversion rate and revenue per session, pull utm_source, utm_medium and utm_campaign out of raw landing URLs, rank and chart landing pages, rebuild a six-step checkout funnel and find its weakest step, read a returning-user cohort table and compare last-click with data-driven attribution and cost per acquisition. Fictional data. Tabellab is not affiliated with Google, and Google Analytics is a trademark of Google LLC. The first lab is free.
Lessons
- Users, Sessions and Views: Three Different CountsFree
- Engagement Rate vs Bounce Rate Pro
- Conversion Rate by Channel with SUMIFS Pro
- Parsing UTM Parameters from Landing URLs Pro
- Landing Page Performance: Rank and Chart Pro
- Funnel Exploration: Step Completion and Drop-off Pro
- Cohort-Style Returning Users Pro
- Attribution: Last Click vs Data-Driven Pro