Collège des technologies de l’information de Montréal
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Web Analytics & Conversion Optimisation

In this course, students will learn how to use analytics and data in every aspect of their marketing strategy. Additionally, they will learn how to set up, read and analyze data from Google Analytics and other web tools to make better business decisions effectively.

Instructor Led


  • Web Analytics & Conversion Optimisation

    Get trained by industry Experts

  • Web Analytics & Conversion Optimisation

    Project Based Learning

  • Web Analytics & Conversion Optimisation

    Learn while you Work

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    State of the Art Infrastructure

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    24/7 Lab access


Web Analytics & Conversion Optimisation

The Importance of Analytics in Today’s Market
Types of data analytics: Descriptive analytics, Diagnostic analytics, Prescriptive Analytics, and Predictive Analytics.
How to install tracking properties on a website through GTM
Lab 01    Installing  tracking on a website 

A tour of a web analytics dashboard (e.g. for Google or YouTube or Facebook)
Types of reports
KPI’s, Metrics, and Dimensions
Setting up a funnel
Goals and how they are tracked in analytics
Generating and Interpreting Reports
Lab 02    Implication of KPI’s on analytics reports for marketing decisions

Overview of key functions
Lab 03           Creating custom dashboards and reports

Web analytics data for SEO, PPC & Social media  strategy
Generating and interpreting data for competitor analysis
Online data for market research
Lab 04    Prepare Midterm exam
Lab 05    Creating dashboards and interpreting reports

What is Conversion Optimization?
Recording user behavior and  generating heat maps
How users interact on web pages –e.g. Interpreting  F-patterns
A/B testing and Multivariate Testing for conversion rate optimization
Call to actions (CTA)  on web pages
Lab 06    CRO tools and functionalities

Interpreting trends and making projections.
Writing reports based on data from given case studies.
Presentation of reports
Lab 07    Prepare report based on user behavior

Automating sharing of reports in Google analytics
Google Data Studio
Analytics reporting tools for marketing agencies
The overall functionality of reporting tools



Career starters : For those people who are either entering the job market or are interested in making a shift in their current job status. Analyzing Data with Excel certification program can help you transition into, or start a new career as a fully equipped Excel expert or consultant.
Professionals aiming to undertake exams in Word or Excel to earn a Microsoft Office Specialist Expert certification or demonstrate their skills in Excel in a professional sphere.
Those seeking to validate a professional ability to work with MS Excel applications and tools. Familiarise with spreadsheet application distributed by Microsoft and data entry jobs, functions like graphic tools, calculators, formulas, charts, macro programming language, and other pivotal tools.
Professionals seeking an increase in salary and as much as 29% in the long run. In a similar survey done among employers, statistics indicate that a recruit feels more comfortable hiring a certified professional than recruiting a non certified professional.


You don't need any formal training to take this course but it is good to at least have:
Basic knowledge of the Microsoft Windows operating system and its core functionality. A general understanding of the digital marketing field.

Upon completing this course, you will receive an industry-recognized certificate from MCIT. Once you complete this exam, you will earn your official Web Analytics and Conversion Optimization certification.



— FAQ —

Pour vous inscrire à un cours, vous pouvez soit nous appeler, soit saisir votre demande en ligne, et notre personnel administratif vous appellera pour vous inscrire.
Vous pouvez trouver la plupart des informations de planification et de tarification sur notre site Web, ou vous pouvez appeler notre bureau pour obtenir de l'aide.
Absolument. N'hésitez pas à contacter notre bureau, nous serons plus qu'heureux de travailler avec vous pour répondre à vos besoins de formation.
Les sessions de MCIT commencent tous les quatre mois, soit en octobre (session d’automne), février (session d’hiver), et juin (session d’été). Les étudiants sont invités à s’inscrire au moins 2 à 16 semaines à l’avance. Veuillez noter que plusieurs cours affichent complet bien avant la date limite d’inscription.