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WEBD222 - Advanced Web Analytics

Course Details

Course Code: WEBD222 Course ID: 4392 Credit Hours: 3 Level: Undergraduate

This course is an advanced study of Web analytics technology and how businesses and organizations may use the technology to measure website traffic, enhance business presence, and conduct market research. The course expands on concepts introduced from the Introduction to Web analytics course and expands into more advanced topics regarding the subject. The course will cover scenario-based exercises and requires students to use free Web analytic tools to experience the maximum amount of application and retention of material covered in the course. (Prerequisite: WEBD122)


Course Schedule

Registration Dates Course Dates Session Weeks
06/28/21 - 12/03/21 12/06/21 - 01/30/22 Fall 2021 Session D 8 Week session
09/28/21 - 03/04/22 03/07/22 - 05/01/22 Winter 2022 Session D 8 Week session

Current Syllabi

This course is an excellent supplement to web site publishing and development. This course assumes the prerequisite of WEBD122 Introduction to Web Analytics has been taken prior to this course. It also assumes that you have some understanding of web development and basic Java Scripting (JavaScript) knowledge.

After successfully completing this course, you will be able to

  1. Apply key concepts of Web Analytics
  2. Apply Key tools and diagnostics associated with Web analytics
  3. Use free open source Web analytics tools to collect, identify information and data
  4. Implement website traffic reports
  5. Prepare Embedded JavaScript Page Tracking Code
  6. Compare and Contrast Web Server Log Files vs. Java Scripting
  7. Define Web Analytics reporting
  8. Implement effective Web analytics strategies for e-Commerce, business, and marketing solutions
  9. Explain the use of web analytics in the business structure
  10. Explain the business benefits of web analytics

Reading Assignments: (All Weeks E-Book)

Week 1 - Reading Chapters 1 & 2 Pages 3-52

Week 2 - Reading Chapters 3 – 4 Pages 53-116

Week 3 - Readings Chapters 5 – 6 Pages 117-205

Week 4 - Readings Chapters 7 -8 Pages 207 - 313

Week 5 - Read Chapter 9 Pages 315-355

Week 6 - Read Chapter 10 Pages 359-415

Week 7 - Read Chapter 11 – Pages 417-502

Week 8 - No Text Book Reading Assignment this Week

Supplemental Readings:

Students are encouraged to research weekly topics on the internet and use their research findings in the discussions or weekly essays to support their points. Be sure to reference your sources according to the APA 6th Edition.

Forum Assignments:

It is very important that you submit and participate in the Introduction Forum. Please introduce yourself to me and the class. Share where you work or plan to work after completing your program, your family, and any hobbies or special interests. Also tell us why you are taking this course and what you hope to gain from obtaining your degree. In addition, please take a look at the course objectives in the syllabus and discuss the relevance to your career goals. (Please follow the forum instructions within the week 1 forum)

Instructions: Your initial post should be at least 250 words. Please respond to at least 2 other students. Responses should be a minimum of 150 words. This forum submission serves as your official entry into the course and this is why we have drawn special attention to this assignment. You will be reminded of this Forum again in the Week 1 Lesson Module, but please keep in mind that this Introduction Forum must be submitted by 11:55 p.m., ET, on Sunday of Week 1 to maintain your registration in the course. Be sure to use APA 6th Edition formatting style in your forum posts pertaining to references and in text citations.


WEBD222 does not have weekly quizzes.

Field Experience Assignments:

None required

Final Project:

In Week 7 there will be a Final Paper due, see the Week 4 Assignment Announcement that will be posted in Week 4 on how to begin the project.

Late Assignments: Remember, late work can result in a 10% penalty or missing work will result in a zero grade on Monday mornings when I finish the previous weeks grading, unless you have prior approval from me.

Absolutely no work or assignments of any kind will be accepted after the course ends, if you feel that you cannot complete the assignments or if an emergency arises and you cannot complete the course, you may file for an extension. Be sure to check your student handbook for the guidelines on extension and the requirements that must be met in order to be granted an extension.

Communication: I do understand that life does go on and emergencies do happen, so please, communicate with me let me know that you need assistance and I will work with you. If you do not let me know, there will be no way I can help you complete the course.

NameGrade %
Forums 33.00 %
Week 1 Forum 4.13 %
Week 2 Forum 4.13 %
Week 3 Forum 4.13 %
Week 4 Forum 4.13 %
Week 5 Forum 4.13 %
Week 6 Forum 4.13 %
Week 7 Forum 4.13 %
Week 8 Forum 4.13 %
Assignments 33.00 %
Assignment 1: Where Analytics Fits in the Organization 4.71 %
Assignment 2: Analytic Tools in Action 4.71 %
Assignment 3: Web Analytics Up and Running 4.71 %
Assignment 4: The Importance of Defining Goals and Funnels 4.71 %
Assignment 5: Labeling Visitors, Sessions and Pages 4.71 %
Assignment 6: Using KPIs 4.71 %
Assignment 8: Assignment What is in the Fridge? 4.71 %
Final Term Paper Assignment 34.00 %
Assignment 7: Web Analytics Paper 34.00 %

Clifton, B. (2012). Advanced web metrics with Google analytics (Third Edition ed.). Indianapolis, IN: Wiley Publishing Inc.

Clifton, B. (2010). Advanced web metrics with Google analytics (Second Edition ed.). Indianapolis, IN: Wiley Publishing Inc.

Kaushik, A. (2007). Web analytics an hour a day. Indianapolis, IN: Wiley Publishing, Inc.

Book Title:Advanced Web Metrics with Google Analytics, 3rd Ed-E-book is available in the APUS Online Library
Publication Info:Wiley Lib
Author:Clifton, Brian
Unit Cost:$28.87
Book Title:To find the library e-book(s) req'd for your course, please visit to locate the eReserve by course #.
Author: No Author Specified

Previous Syllabi

Not current for future courses.