This comprehensive lecture will teach you how to utilize Google Analytics, a powerful tool that allows you to collect data and compile reports about online marketing campaigns. Led by an industry and subject-matter expert, this course gives you the knowledge and tools to use Google Analytics to track web traffic and make calculated and informed business decisions. We’ll review key terms including metrics, and key performance indicators (KPIs). This lecture covers how Google Analytics works and offers an overview of the interface. You’ll learn how to install Google Analytics on a website, how to build an analytics infrastructure, and how to set up advanced tracking of ecommerceactivity and traffic.