Metrics, Measurement and Analytics

Part of the Digital and Social Media Program


Recorded Modules & Live Sessions

Recorded Modules released February 15, 2021
Live Sessions on April 8, 15 and 20, 2021

Introduction and Background

“This is as comprehensive as it gets. Are the correct measurement tools properly installed on your website to track the data you need to support your communications strategy? One of the topics addressed in detail." - Jean-Phillipe Deneault, Saskatoon Open Door Society

Identifying the correct measures and understanding the best tools to evaluate these measures adds to the overall success of your organization’s digital and social media strategy.  Having the tools in place to evaluate the effectiveness of your digital and social media deployments enables you to continue investing in the techniques that are working, and modify those techniques that may not be performing at an optimal level.  It is not enough to generate reports about your digital and social media deployment.  It is important to use these reports to drive changes in your tactical deployment plan and improve the execution.  In essence, it is critical that organizations measure what matters and are making what matters measurable!

This Metrics, Measurement and Analytics course focuses on providing participants with the knowledge and skills to allow them to evaluate their organization’s digital and social media deployments.  This course is designed to ensure that organizations are measuring the correct items; using the appropriate free and paid tools to provide the actionable information needed and that the appropriate individuals in the organization have access to and the capability to act on the data.  

Course Structure 

This program is delivered through recorded modules and live sessions.  Approximately half will be delivered through recorded modules and half delivered through live sessions. Participants can start the recorded content at any time but MUST be completed all of the recorded content before being invited and attending the live sessions. 

Once you have completed the recorded modules, you will be invited to the live sessions.   After each session, you will have a bit of ‘homework/application’ where you implement your learnings as you go. You MUST complete the recorded content before being invited to the live sessions and both the recorded content and live sessions are mandatory for your Certificate of Completion.

  • Recorded content available anytime after February 15, 2021
  • April 8: 10:00 am - 12:00 pm
  • April 15: 10:00 am - 12:00 pm
  • April 22: 10:00 am - 12:00 pm 



  • Social Media Modules



    - Learn the elements of a social media audit and how to conduct one
    - Understand how to measure your digital deployment success on a weekly, monthly, quarterly, and annually basis
    - Learn about free and paid tools for evaluating your digital deployments

    - Learn what to measure to improve your digital deployments
    - Understand essential elements and tools to recognize insights
    - Identify the correct metrics
    - Measure success by clearly understanding the impact of your digital deployments 

    - Learn about third-party analytic tools and the insights you can gain for improved performance 
    - Understand tools that provide insights for post and platform utilization 
    - Know what metrics are important for each platform that drive success

    - Learn about Facebook insights to improve performance
    - Understand what metrics are important to drive traffic

    -  Focus on video content metrics to understand what is working and what isn't
    - Learn how to engage your audience and achieve your goals
    - Drive future video creation and deployment through improvement processes

    - Understand Google Analytics and how it relates to social media
    - Identify opportunities for improvement

    - Learn how to read and implement improvements from platform to platform

    - Understand what the data means and identify actions for improvement opportunities
    - Address recommendations through data-driven content 
    - Effectively act on your analysis for constant process improvements


  • Website and Google Modules


    - Learn how to create and implement an audit on your digital and social media platforms

    - Build measurement plans on your digital and social media deployments
    - Understand what to measure and why it is important

    - Understand what terms your target audiences are searching for and where you are showing up in their search listing
    - Understand how many people are clicking on your listing 
    - Learn if your website is optimized and achieving your search goals
    - Understand tools and techniques in Google Search Console and Bing Webmaster Tools to optimize your website and search
    - Learn key insights that will drive your paid search engine marketing campaigns


    - Learn the power and capabilities of Google Universal Analytics
    - Learn the foundations of Google Analytics and fundamental tools
    - Most organizations only use 5% of Google Analytics capabilities, learn how to utilize the other 95%

    - Determine how to collect and analyze data from Google Analytics
    - Understand how to make constant improvements
    - Learn about the range of information available from Google Analytics, the types of reports that can be generated, and the insights that each report provide

    - Understand the two-step process of Search Engine Optimization
    - Understand website and social media content that your target audience searches for
    - Learn what appears in search results that appeals to your target audience driving traffic to your website 
    - Learn key elements for optimizing your website and social media content to appear in a wide range of search, including voice search

     - Understand how Google Data Studio allows you to add content from any Google property (Analytics, Search Console, Ads, YouTube, Google My Business, etc)
    - Learn how to use it as a creation tool, integration, and automated reports
    - Learn how to connect to other social media platforms to give a complete picture of your full digital deployment

    - Understand how to optimize your Google deployments 


  • Key Learning Objectives
    “This course gave us all of the tools to work smarter, not harder.” - Mandy Lemon, Ministry of Trade and Export Development

    For Individuals

    • Learn what the correct metrics and measurements are for different goals and objectives and which tools are best for monitoring
    • Be able to take advantage of the powerful capabilities of Google Analytics and Social Media monitoring tools to ensure timely access to data for an efficient response
    • Learn what tools and techniques can help monitor appropriate conversations across channels as well as other public digital and social media channels

    “Lyle’s course will blow your mind with a wealth of knowledge in the first 5 minutes.” - Nikki Desjardins, Saskatchewan Health Research Foundation

    For Organizations

    • Understand the appropriate metrics and measurement techniques for supporting your organizational strategy
    • Ensure that everyone in the organization that needs ready access to key data has the access and the skills to execute on their findings
    • Understand the importance of an audit plan in guiding and directing changes in the organizations tactical deployment plan
    • Understand the importance of an audit plan in developing or refining an appropriate digital and social media strategy
  • Who Should Attend?
    “Lyle is an excellent instructor and his courses are a must!” - Keisha Mohr, Pineland Co-op

    Anyone within an organization who needs to make strategic or tactical decisions regarding digital or social media deployments.

    Marketing Professionals and Business Owners who want to implement the latest digital marketing strategies and measure its effectiveness through metrics to maximize ROI. 

    Individuals who want to expand their reach beyond traditional offline media platforms or basic digital marketing strategies. 

    Individuals holding management positions at all levels, content creators, web development and maintenance team members, social media team members, and customer response teams.

Funding Available

Check out the funding opportunities available through the Canada-Saskatchewan Job Grant and Re-Open Saskatchewan Training Subsidy Program. 

*Multi-course certificate program; participants must enroll in three or more courses to meet time requirements for the Canada-Saskatchewan Job Grant. Participants must enroll in the three programs to receive their Digital and Social Media Certificate within a 52 week period. 

February 15, 2021 to April 20, 2021
12:00 AM to 12:00 AM

Virtual Delivery

Program Fees


Includes course tuition and all teaching materials.

Registration Deadline

March 25, 2021

Course Planner

For more information, contact

Britney Graf

Marketing and Communications Coordinator

t: 306-966-4798


Instructor Profile


Lyle Wetsch, MBA, MSc. Mgmt

Lyle is the designer of the Digital and Social Media Program and the facilitator of all of the program's components.  He is currently an Associate Professor of Marketing at Memorial University, NFLD and Chair in Teaching and Learning for the Faculty of Business Administration with over 200 presentations and publications in the past 13 years. 

He has assisted businesses with the development, design, and implementation of their digital and social media strategic and tactical plans with his company, Digital Marketing Consultants. His work has received several international accolades.

Lyle's professional credentials include being a Google Partner, multiple Google certifications, Microsoft, Twitter, Hootsuite and Hubspot marketing and advertising certificates. 


Partnership Programming

Together with our partners, we continue to add value and enhance our educational experiences to our community through professional development and training in a supportive and welcoming environment.

This Edwards Executive Education program is proudly presented in partnership with The Gardiner Centre at Memorial University.


University of Saskatchewan's liability is limited to reimbursement of paid tuition fees.

Cancellations received at least ten (10) business days in advance of the course commencement date will receive a full refund. Cancellations received less than ten (10) business days prior to the course commencement date will be subject to a $200 administration fee. Cancellations received less than three (3) business days prior to the course commencement date will be subject to full course tuition cost.

Non-attendance will incur full course tuition cost.

Fees subject to change without notice.

Program Transfers

One course transfer will be permitted without penalty if the cancellation request is received more than ten (10) business days prior to the course start date. Program transfers within ten (10) business days of the course start date will be subject to a $200 administration fee.

Alternate program transfers may be approved dependent on course availability. Transfer requests must be scheduled within six (6) months of the initial purchase.

Applicants will be responsible for any price difference in program fees at the time of the request. Each subsequent transfer request will be subject to $200 administration fee.

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