This course equips students with the skills to interpret and analyze data on the effectiveness of digital marketing strategies using advanced web analytics tools. Students will learn how to define key performance indicators (KPIs) for online businesses, utilize digital analytics platforms, and master the core and advanced functionalities of Google Analytics 4. By the end of the course, students will be able to transform data into actionable insights, optimize e-commerce performance, and design data-driven marketing strategies that enhance business outcomes.