Module details for Digital Marketing Metrics




The aim of this Module is to provide the student with the skills to analyse data to assess the outcomes of digital marketing strategies.

Learning Outcomes

By the end of this module the student should be able to:

1.  Measure the success of devised digital marketing strategies.

Indicative Content

1 Digital Campaign Tracking

The process and tools for tracking campaigns on digital and social media.

2 Metrics, Analytics and KPIs (the tools of the trade e.g. Google Analytics)

The metrics and KPIs to analyse in digital marketing and the analytics tools e.g. Google Analytics that support the tracking process.

3 Designing analytics reports that meet business needs

Applying a strategic process to collecting digital analytics.

4 Decision-making supported by Metrics and Analytics

Examining the decisions made using metrics and analytics.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 2
Tutorial/Seminar 4
Practical Activity 3
Assessment 12
Independent 29
Total 50

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2021/22 , and may be subject to change for future years.