“We must move from numbers keeping score to numbers that drive better actions.”
It is impossible to work in any field of digital marketing without knowing the importance of analytics. Analytics helps us track how efficient out marketing efforts are, report ROI and informs improvements that can be made to various campaigns. Google Analytics is one of the most recognizable tools for analytics. 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 for tracking and reporting data, specifically web traffic. The service operates on a freemium model, which means most people and companies use the free model to tracking web traffic while enterprises can pay for premium services for more advanced options. Google Analytics uses a tracking code called asynchronous tracking code to track how customers and prospects find your site and what their traffic routes are. The data gathered can often be used to inform new campaigns or changes to campaigns. The data can also be used 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 an account on Google Partners. The course is divided into two sections: Digital Analytics Fundamentals and Google Analytics Platform Principles. The Digital Analytics Fundamentals course takes you through the basics of digital analytics, understanding and using the data gathered, collecting actionable data, and navigating reports. The second section of the course features the Google Analytics Platform Principles, primarily the fundamentals, collection, processing, configuration, and reporting. There are about 21 videos with quizzes.
There are 70 questions for answer in 90 minutes, and you have to get a score of 80% to pass the exam. If you fail the exam, you have to wait seven days before you can retake it. The exam has to be retaken and successfully passed 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!