Let Google School You on Analytics!
“We must move from numbers keeping score to numbers that drive better actions.”
It is impossible to work in digital marketing without understanding the importance of analytics. Analytics helps us track the efficiency of our marketing efforts, report ROI, and inform improvements across campaigns. Google Analytics is one of the most recognizable analytics tools. In 2013, Brafton Inc. reported that about 56% of companies use it in some capacity to track various business efforts. According to marketingterms.com, 6970 job listings currently ask for or list "Google Analytics" as a needed tool, with salaries averaging $66,539.
What is Google Analytics?
Google Analytics is a web analytics tool that tracks and reports data, specifically web traffic. The service operates on a freemium model, meaning most people and companies use the free version to track web traffic, while enterprises can pay for premium services with more advanced options. Google Analytics uses an asynchronous tracking code to track how customers and prospects find your site and how they navigate it. The data gathered can often inform new campaigns or campaign changes. You can also use the data to inform how best to communicate with customers and prospects.
The Certification Process
The Google Analytics Individual Certification (IQ) is free. All you need to do is sign up for a Google Partners account. The course is divided into two sections: Digital Analytics Fundamentals and Google Analytics Platform Principles. The Digital Analytics Fundamentals course covers the basics of digital analytics: understanding and using the data you collect, collecting actionable data, and navigating reports. The second section covers Google Analytics Platform Principles, focusing on fundamentals, data collection, processing, configuration, and reporting. The course includes about 21 videos with quizzes.
You have 70 questions to answer in 90 minutes, and you must score 80% to pass the exam. If you fail, you must wait seven days before you can retake it. You must retake and pass the exam every 18 months to keep the certification. Head on over to the Google Analytics website and try it out, or take the exam if you are already crazy about Analytics.
To learn more about the exam, click here!
