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Web Analytics (UE)
level of course unit
second cycle MasterLearning 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
- 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
Germannumber of ECTS credits allocated
2eLearning quota in percent
20course-hours-per-week (chw)
1planned learning activities and teaching methods
Exercise, group work, presentation and task discussion
