Web Analytics Training Course

Learn and Master Web Analytics

Learn and Master Web Analytics and Google Analytics from Industry Expert in 8 weeks.

  • Lifetime access to the course + lifelong FREE course updates
  • New study material added every few weeks (lifelong learning)
  • Up to date training material
  • Hundreds of assessments to test your learning
  • Your 24/7, 365 days a year reference source
  • Learn at your own pace and from any place
  • Facebook Group Support (ask questions, get help)
  • Downloadable Worksheets


  • Start date: Available now
  • Duration: 8 weeks self paced
  • Mode of study: 100% online
  • Exam type: Continuous online assessments
  • Free lifetime updates
  • Prerequisites: Working knowledge of ecommerce

The Web Analytics training course is a 8 weeks online training program with lifetime access to the study material.

That means this course has been designed to be completed within 8 weeks but you can choose to complete this course at your own pace.

Upon completion of this online course you will be able to:

  1. Create a strategic roadmap for your business.
  2. Set up well defined goals, strategies and KPIs
  3. Implement attribution modelling
  4. Influence decision makers
  5. Do cohort analysis and make informed and data smart marketing decisions
  6. Master all of the elements that go into extracting insight from data
  7. Use the maths and stats behind web analytics and conversion optimization
  8. Achieve your business objectives within the area of your responsibility and expertise
  9. Do a very focused and meaningful analysis from the very start
  10. Use Agile Analytics to quickly deliver recommendations and rapidly deploy solutions
  11. Use Google Analytics


  • Business Performance Analysis (Part-1)
  • Business Performance Analysis (Part-2)
  • Business Performance Analysis (Part-3)
  • Website Audit
  • Google Analytics Audit
  • The 10000 Foot View
  • The Four Key Pillars of Web Analytics
  • Barriers to Implementing Web Analytics
  • Tools for Carrying Out Web Analytics
  • Understanding Data in Web Analytics
  • Mastering Data Reporting
  • Understanding Metrics and Finding KPIs
  • Testing and the Statistics Behind It
  • Cohort Analysis
  • Attribution Modelling
  • Google Analytics Basics
  • Google Analytics Account Structure
  • Google Analytics 101 (Hits, Sessions, Source, Medium, URL tagging…)
  • Google Analytics 201 (Cookies, Client ID, Users, Dimensions, Metrics, User ID…)
  • Google Analytics 301 (Marketing Channels, Session & Conversion Attribution, Campaign Attribution, Channel grouping, Session Quality…)
  • Google Analytics 401 (Account Settings, Property Settings, Cross Device Reports, Referral exclusion, Audience, Data Import…)
  • Mastering Ecommerce Data and Reports in Google Analytics
  • Google Analytics Advanced Analysis.

Meet the Instructor

Hi, I am Himanshu Sharma. I help business owners and marketing professionals in generating more sales and ROI by: fixing their website tracking issues, by helping them understand their true customers purchase journey and by helping them determine the most effective marketing channels for investment.

I do that through 1-on-1 consultation and/or online training program.

My company Optimize Smart is a Google Partner. Google Partners are the experts who have been certified by Google, to manage AdWords and Analytics accounts on behalf of their clients.

I have over 12 years experience in web analytics and digital marketing. I am the author of four best-selling books on analytics and conversion optimization.

I was nominated for ‘digital analytics association awards for excellence’. Digital Analytics Association‘ is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

Course FAQs

Here we have answered some frequently asked questions about the course.

If you have any other questions please do not hesitate to contact us.

Q1. What are the course objectives?

The majority of optimizers do not really understand data. They have no idea how the data was collected or whether it can be trusted.

They can’t differentiate between quantitative analysis and qualitative analysis and actually think that one is better than the other. They run tests after tests without sound knowledge of maths and stats and often fail spectacularly. They start their optimization journey by evaluating web page designs and running series of A/B tests.

Through this course you will learn to avoid all these mistakes which others are unfortunately destined to make for the foreseeable future.

There is a strong focus on interpreting data correctly.

The aim is to be able to conduct a very focused and meaningful analysis from the very start.

You will be able to quickly deliver recommendations and rapidly deploy solutions which solve your customers problem either wholly or in parts.

You need to do lot more than evaluating page design to improve the business bottomline.

Web analytics is the core skill. Google Analytics is just a tool used to implement web analytics. Using Google Analytics without the understanding of web analytics is like aimlessly driving around in a car, in a big city, not knowing where you are going. You have all the data you need but you don’t know how to use and interpret it correctly.

The cornerstone of every successful analysis is “moving in the right direction”. The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

This course will give you that direction.

Q2. What is this course NOT about?

This is not a course on business intelligence or data science.

There are no chapters on business analytics technologies like: ‘supply chain analytics’, ‘stakeholder management’,‘predictive analytics’, ‘R’ etc.

In this course, the focus is mainly on learning web/digital analytics and optimizing the online performance of a business.

The focus is on analysing and optimizing any online and offline footprints of a business, as long as they can be measured, classified or categorized and are used to optimize the online performance of a business.

Data can also be used to optimize the offline performance of a business and to take wide range of business decisions from operational, strategic to predictive.

For that we use other business analytics technologies like: ‘supply chain analytics’, ‘stakeholder management’,‘predictive analytics’ etc. all of which are not web analytics.

Q3. Who should enroll for this course?

Any person who wants to improve the online performance of their business and marketing campaigns will benefit from this course.

This includes entrepreneurs, marketing professionals and business owners.

Online marketers, web analysts, conversion optimizers and data scientists will benefit the most from this course.

If you are a college student then this course can help you tremendously in building your career in web analytics.

Q4. What do I need to know in advance in order to benefit from this course?

In order to get the maximum benefit from this course, you need to have a working knowledge of e-commerce.

No prior knowledge of maths and statistics is required.

This is not a technical course so no prior knowledge of HTML and JavaScript is required.

Q5. What is the difference between ‘Web analytics’ and ‘Google Analytics’?

Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’. You can also implement ‘web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs. You are either likely to end up somewhere other than your destination or get involved in an accident.

You learn data analysis and interpretation from web analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment. You get that direction from ‘web analytics’ and not from ‘Google Analytics’.

You learn to set up KPIs, strategies and measurement framework for your business from ‘web analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on “Google Analytics’, you are learning to use one of the tools of ‘web analytics’. You are not learning the ‘web analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA. You need to know lot more than GA in order to work as a Web Analyst.

However here is the good news. This training program also include a course on Google Analytics.

Q6. What is the difference between ‘Web analytics’ and ‘Conversion Optimization’?

Web Analytics is the core discipline. Conversion optimization is one of the application of web analytics.

Web Analytics is like grammar and words, and conversion optimization is the language based on that grammar. So if you try to speak conversion optimization without knowing the grammar, you are going to speak it all wrong.

So for a start, you could be saying conversion ‘rate’ optimization all this time. When the proper name is ‘conversion optimization’ (and there is a good reasoning behind that).

Or you could be running A/B tests 24 hours a day, 7 days a week, 365 days a year and still not seeing any improvement in sales. Because you don’t really understand the statistics behind such tests.

Web analytics is about analyzing and interpreting data, setting up goals, strategies and KPIs. It’s about creating strategic roadmap for your business. Its about the maths and stats.

Conversion optimization deals with on site optimization where web page designs are evaluated and optimized for conversions through ‘voice of customers analysis’.

As such, conversion optimization is a subset of web analytics.

If you are strong in web analytics but weak in conversion optimization, you can still do well. But if you are weak in web analytics, you are destined to fail in conversion optimization.


Because you lack basic understanding of how data works, how number and ratio metrics work, how to analyze and interpret data. You won’t understand data sampling issues, you won’t understand statistical significance issues with ratio metric like conversion rate.

Then anything you do in conversion optimization is not based on maths and stats but the best practices borrowed from other optimizers.

What separates one optimizer from the other, is actually the interpretation of data. How they read the data and gather insight to drive sales.

Any person can learn to do A/B testing in couple of hours. But that does not mean they can actually benefit from it. Because poor data interpretation result in poor insight.

Q7. Why is this course better than any conference, live course, workshop or webinar?

Continuously assessed

This course is very comprehensive and is chock-full of assessments.

There is no big final exam in this course which you need to take and pass, instead you are tested throughout the course. Because of this you are guaranteed to learn.

The passing mark for each assessment is 80%.

If you do not pass the assessment the first time, you need to take it again until your passing mark is 80% or more. You earn your way through the course.

Course structure

The course is structured in such a way that you cannot take subsequent lessons (like lesson 2), if you have not already passed the assessment for the current lesson.

This has been done to ensure that you actually ‘learn’ from this course and not just skim through the course material and forget 80% of what you read in couple of days.

There is a strong focus on learning here and the various assessments embedded in this course will greatly help you in your learning.

Testing your learning

Lot of courses/webinars/workshops out there do not really assess your understanding of the study material. They either do not test you at all or they do not test you well.

They just award you the ‘certificate of completion’ or better say ‘certificate of participation’ once you get to the end.

This certificate won’t do you any good, especially even after course completion, you still can not do a very focused and meaningful analysis or struggle to improve your business bottomline.

In the real world, a ‘certificate of participation’ has no commercial value. They are dime a dozen and everyone has got one.

You won’t get a ‘certificate of participation’ from this course. What you will get is the ‘certificate of achievement.

There are no easy grades awarded here. You need to work hard to earn this certificate.

But in the end, the effort is worth it. You will actually learn, remember and use web analytics.

This course is designed to be completed within 8 weeks and has got dozens of assignments with hundreds of questions.

You learn world class web analytics really fast

When it comes to learning, there are two ways: The easy way and the hard way.

The easy way is that you learn things on the job, on you own but with an incredibly slow pace, over the years/decades, by doing hit and trial, stumbling and failing countless times, along the way to success.

The hard way and also the smart way is to go through a crash course and learn to avoid even those mistakes which you have not made yet.

Why repeat the mistakes which others have made before you?

It doesn’t make any sense. Learn from other people’s mistakes and avoid them.

If you believe in head starting then learn from the best in the industry.

Reading blog posts and attending conferences are all good but they can never be a substitute for a good coaching program.

Through blog posts and conferences, you will get only fragmented knowledge and not a blue print of the entire optimization process.

If you are serious about learning and taking your career to the next level, sign up for the course.

You get access to the information you won’t find anywhere else

No conference, live course, workshop or webinar will teach you, what you will learn from this course about web analytics.

This is because what I am teaching in this course, is a result of my decade of experience in the web analytics industry.

I am teaching the insider stuff.

You can call it ‘business secrets’, ‘consulting secrets’, ‘expert secrets’ or whatever name you like.

You simply won’t find the information anywhere else.

Q8. How is the course structured?

This is an online and self-paced course made up of 24 lessons.

For example:

Each lesson is divided into several small easy to digest topics:

Once you complete a lesson or topic, you mark it as ‘complete’.

In this way you can keep track of your course progress all the time:

At the end of each lesson there are one or more assessments which you need to take and pass before you are qualified to move to subsequent lessons:

The passing marks for each assessment is 80%.

If you do not pass the assessment the first time, you need to take it again until your passing mark is 80% or more.

This has been done to ensure that you have successfully absorbed the study material before you are in a position to take advanced lessons.

You can retake the assessment as many times as required. You can also go through the corresponding lesson again before re-taking the test.

There is not a final exam in this course which you need to take and pass in order to get the certificate. Instead you are tested throughout the course.

The course is structured in such a way that you can not take subsequent lessons like lesson 2, if you have already not passed the assessment for lesson 1. This has been done to ensure that you actually learn from this course.

There is a strong focus on learning here and the various assessments embedded in this course will help you in your learning.

I sincerely want you to learn from this course and not just skim through the study material and forget 80% of whatever you have studied in couple of weeks.

Once you take this course, you are guaranteed to learn web analytics.

Course Reviews

Check out what our students have to say about the Web Analytics Training Course:

“The Optimise Smart Web Analytics Training Course is a must take for any person who runs a business and want to know more about how to work with data as efficient as possible. The course is fun, insightful and educational and you will both enjoy it and get empowered from its content. If you apply the learning you will see an uplift both in terms of sales and conversions.
* A lot of interesting content which is useful in real life. One can tell Himanshu put in a lot of thought and time writing it.
* Himanshu don’t only focus on things clearly related to CRO and web analytics but rather put these expertise in into a broader picture by explaining how they fit together with other areas within a business.
* I loved the section about how to write a “data story” and how you highlight the importance of that rather than fancy charts and graphics
– Jacob, Sweden

“There are several things I like about this course; I’ll highlight two. The first thing is the sequencing. The course starts with the 10,000 foot view of Web Analytics and an overview of industry terms and vocabulary.

This is really important for building the right foundation and understanding the industry. The second thing I like is the assessments at the end of each module. Testing has been proven to boost learning and retention of information. The quizzes are excellent. ”
Damaris, United States

“An online course chock-full of information that doesn’t conform to the norm. Get a deep dive into topics ranging from how to collect data down to presenting performance with storytelling. Who should not sign up for the course?

If you don’t like a challenge and you enjoy the warm and fuzzy feeling you get from your comfort zone. Who should take action after reading this review? Web analysts who are keen to explore the true tactics and approaches to impact the bottom-line of any business.
Himanshu tramples 90% of course creators playing in the same space. I highly recommend it to any wanting to advance their skills.”
Wiehan, South Africa

“The Optimize Smart Web Analytics Training course is absolutely brilliant. Himanshu has structured it in a way where the key concepts which every Web Analyst needs to know are easily learnt and remembered.

You can’t progress to the next module in the course until you’ve completed all the lessons and passed the exam on the previous module which is great because it forces you to actually understand and wrap your head around what he’s teaching you”
Anthon, United Kingdom

“I really liked, how Himanshu structured the test. It gives you a great overview about the topics of web analytics and even if i work in the industry quite a while now, i really could (again) learn a lot from him. Since i am German and English is not my mother tongue, for me Himanshu was the perfect choice, because you can explain things in a crystal clear an easy to understand manner….
I would have loved, if the end of the test was a bit more personal: – a nice congratulation-site
– a summary of my results
– maybe a bit of gamification: how did i overall perform in comparison to others
and: i would have loved to get guidelines how to proceed from here on, for example links to your best blog articles or links to articles about topics:
– interested in overall strategy: these blog posts are about strategy
– interested in attribution modelling: these are about attribution modelling
all the best, and keep up the good work
Timo, Germany

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Apply for the Web Analytics Training Course

Just imagine what your work life will be like when you know how to conduct a very focused and meaningful analysis from the very start.

Availability: Web Analytics Training Course is available now

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Himanshu Sharma

Certified web analyst and founder of OptimizeSmart.com

My name is Himanshu Sharma and I help businesses find and fix their Google Analytics and conversion issues. If you have any questions or comments please contact me.

  • Over twelve years' experience in SEO, PPC and web analytics
  • Google Analytics certified
  • Google AdWords certified
  • Nominated for Digital Analytics Association Award for Excellence
  • Bachelors degree in Internet Science
  • Founder of OptimizeSmart.com and EventEducation.com

I am also the author of four books:

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