Web Analytics Metrics: Sessions, Engagement, Conversions & UTM Data

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

• Turn a daily traffic export into sessions per user and views per session, and find out why daily users cannot simply be added up.
• Calculate engagement rate and bounce rate per channel, compare them with the classic single-page bounce rate, and get the site-wide figure right.
• Roll a three-week export up by channel with SUMIFS and compare conversion rate and revenue per session.
• Pull utm_source, utm_medium and utm_campaign out of raw landing URLs, clean up the case, handle a missing tag and total the sessions per medium.
• Rate eight landing pages by conversion rate and revenue per session, rank them and chart the result.
• Rebuild a six-step checkout funnel: completion from each step to the next, users lost, the share of step 1 that reaches each step, and the weakest step.
• Turn a cohort table of returning users into retention percentages, average week 2 correctly, and read the diagonal to see how many returning users the latest week had.
• Convert data-driven credit shares into purchases, see which channels gain or lose against last click, and recalculate cost per acquisition under both models.