From Clicks to Clarity: Researcher observation Teaching Digital Marketing Metrics through Google Analytics in Higher Education - a practical paper

Bushell, C (2025) From Clicks to Clarity: Researcher observation Teaching Digital Marketing Metrics through Google Analytics in Higher Education - a practical paper. SSRN Electronic Journal. ISSN 5288972

Abstract

In an era where marketing effectiveness is increasingly judged by data, the ability to interpret digital metrics is a core competency for emerging marketers. This article explores the role of Google Analytics as both a pedagogical tool and an industry-relevant platform in higher education. Drawing on classroom practice, student project outcomes, and reflections from a postgraduate digital marketing course, we examine how students engage with metrics such as click-through rate (CTR), customer acquisition cost (CAC), bounce rate, and return on investment (ROI). The findings reveal a gap between technical proficiency and strategic interpretation, particularly when students rely on surface-level indicators or platform-defined success. We argue for a metrics-led pedagogy that embeds critical thinking, strategic framing, and an awareness of platform bias into the teaching of marketing analytics. Ultimately, the article offers insights for educators seeking to bridge the divide between data access and data understanding in digital marketing education.

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