SEO400 - Google Analytics & Key Performance Indicators

Outline info
Last revision date 2018-09-24 01:07:13.924
Last review date 2018-11-07 14:42:52.468

Subject Title
Google Analytics & Key Performance Indicators

Subject Description
Students are introduced to Google Analytics as a powerful web measurement tool. Emphasis will be placed on best practices for account set up, custom analytics tagging, and segmentation. Basic and advanced reporting methods will be discussed with focus on extracting insight from extensive collection of metrics. Building on this knowledge, students will develop and understanding and appreciation for the art and science of Key Performance Indicator creation and monitoring. A further breakdown of KPI?s will be examined according to business structure and stakeholder involvement.

Credit Status
1 full credit

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Describe the role of web analytics in modern day business
2. Understand various web data collection methodologies
3. Use best practices to set up a Google Analytics account  
4.Tag a standard website using Google Analytics JavaScript tags
5. Use Google Analytics to measure and monitor website performance
6. Define Key Performance Indicators based on business objectives
7. Design reports to monitor KPI performance
8. Extract actionable insight through web metrics analysis
9. Communicate web analytics insight to stakeholders

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.


Topic Outline
The Role of Web Analytics in Modern Day Business
·        History of Web Measurement & Analytics
·        Understanding why your website exists
·        Identifying measurable business outcomes tied to websites
·        Using Offsite vs. Onsite tools
·        Decisions Web Analytics can help you make
·        Introduction to Key Performance Indicators
·        Data Collection Methodologies past, present, future
Google Analytics
·        What is Google Analytics and how does it work?
·        Key features, benefits, and limitations of Google Analytics
·        Best Practices for Setting up a Google Analytics Account
·        Tagging a standard website for tracking
·        Creating and managing users and profiles
·        Navigating the Google Analytics Interface
·        Understanding key terminology, reports and functions
Key Performance Indicators
·        Digital Marketing and Measurement Model
·        Identifying Business Objectives and Goals
·        Defining Key Performance Indicators
·        Understanding Metrics and Conversions
·        Setting Up Goals and Segments in Google Analytics
·        Designing Dashboards and Reporting that reflect KPIs
·        Analysing for actionable insight and web optimization
·        Communicating web analytics insight to stakeholders

Mode of Instruction
The primary mode of learning is through classroom lecture and instruction, and hands on labs. Additional modes of instruction include class discussion, lecture and question and answer period.

Prescribed Texts
“Advanced Web Metrics with Google Analytics” 3rd. Ed.
By: Brian Clifton
ISBN:  9781118168448

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation

 Assignment 1: The Role of  Web Analytics in Modern Day Business 15%
 Quiz 1 : Chapter 1,2,3 15%
 Project - Group Presentation: Google Analytics Demo 20%
 Project - Individual: Dashboard and Report 20%
 Assignment 2: KPI Worksheet 15%
 Quiz 2: Chapters: 6, 8, 10 15%
Total 100%

This subject is part of the Search Engine Optimization Analyst, Certificate Program. Those students choosing to pursue their Search Engine Optimization Analyst Certificate are required to complete assessment(s). The passing grade for each course is 50%.

Approved by: Denis Gravelle