This course offers an overview of theoretical approaches, empircal methods and technical tools in the field web analytics. A broad theoretical and technical backgroud on concepts such as on-page- and social media analytics, social media listening and monitoring is provided.
12 Aug 2026
Stages of Web Analytics: Descriptive, Predictive and Prescriptive Analytics
Web analytics is often treated as a single activity, but it is really a progression. This article climbs the ladder through its three stages: descriptive (what happened?), predictive (what will happen?) and prescriptive (what should we do?), plus the short causal step that turns reporting into insight. Each is grounded in a concrete GA4 feature.