Digital Marketing FT
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Web Analytics (UE)

level of course unit

second cycle Master

Learning outcomes of course unit

Within the context of the course, students acquire knowledge relating to the performance measurement of digital marketing campaigns by means of web analysis tools and, based on this, learn to assess the success of a website or campaign or determine existing potential. They are familiar with web analysis tools (e.g. Piwik, Google Analytics) and able to interpret essential reports and key figures and derive suitable measures.

prerequisites and co-requisites

Module WBW

course contents

Web analytics instruments are practically used on the basis of the theoretical introduction in the lecture Web Analytics. The students get to know to web analytics systems and use measurements and analytics of the most important KPIs.

recommended or required reading

- Hassler, M. (2016): Digital und Web Analytics: Metriken auswerten, Besucherverhalten verstehen, Webseiten optimieren. Mitp business
- Krüger, J. (2018): Conversion Boosting mit Website Testing, 2. Auflage. Mitp business.
- Von Heeren, R. (2018): Das Google Analytics Praxisbuch 2018: Professionelle Web-Analyse mit Google Analytics. Webmasters press

assessment methods and criteria

Project work

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Exercise, group work, presentation and task discussion

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Wolfgang Reitberger

year of study

1. year of studies

recommended optional program components

not applicable

course unit code


type of course unit


mode of delivery


work placement(s)

not applicable