Digital Marketing (Growth and Analytics) · path guide

Digital Marketing (Growth and Analytics): path guide

Read this before you start. It explains what the role is, what you'll be able to do at the end, which core lessons you need, how to set up your tools, what it may cost and how long it really takes.

The role

A growth and analytics marketer uses technology to win customers, keep them and bring them back, and uses data to decide what really works. They make sure search engines can find and understand a site, measure what visitors do with tracking that respects consent and privacy law, run experiments that give honest answers, buy and automate ads and measure what they add, and build product features that help a business grow by itself. Success is measured in visitors, sign-ups and revenue, backed by evidence a team can trust.

Everyday applications

• A shop's product pages appearing in search when someone looks for "clay water bottle", with the right price in the listing.
• A consent banner that lets you say no as easily as yes, and a site that then really sends nothing.
• A test that shows whether a delivery date on the product page brings more orders, and says so honestly when it doesn't.
• A festival ad campaign whose budget moves to the channel that a holdout test showed really adds sales.
• A WhatsApp share button and a referral offer that bring friends without letting one person claim forty rewards.

What you'll be able to do

By the end of the path you will be able to:

1. PO1 Explain how search engines crawl, index and rank pages, and control crawling and indexing with robots rules, noindex, canonicals and sitemaps (DM1).
2. PO2 Match pages to search intent and write titles, descriptions, headings, alt text and structured data that describe each page (DM2).
3. PO3 Measure and improve page speed and Core Web Vitals, and run a prioritised technical SEO audit (DM3).
4. PO4 Apply India's DPDP Act, the dark patterns guidelines and messaging rules, and build consent and privacy into tracking (DM4).
5. PO5 Design events and measurement plans, tag campaigns, and test that tracking sends exactly what the plan says (DM5).
6. PO6 Choose metrics, build funnels and cohorts, read attribution and segments carefully, and report with counts and limits (DM6).
7. PO7 Plan, size, check, analyse and report A/B tests honestly, including "no clear difference" (DM7).
8. PO8 Structure and automate ad campaigns safely, measure incrementality, and keep advertising honest under Indian rules (DM8).
9. PO9 Design growth loops, referral programmes, share features and lifecycle messages with consent and abuse controls (DM9).
10. PO10 Combine all of this in three tested projects and a capstone on the MittiMart practice kit (DM10).

The coverage of each outcome by lessons, quizzes and the path test is listed at the end of this guide.

How it compares with neighbouring paths

The difference in one line: the engineering paths build the product; this path brings people to it, measures what they do, and proves which changes really help, within the law.

Before you start: core lessons to know

The path opens after you pass the final examination. These core modules matter most; revisit them if the entry diagnostic shows a gap:

Setup guide

Tested on 2 November 2026 on Linux. Versions change, so check each tool's official page when you install. The practice kit pins exact package versions in package.json, so it behaves the same way for everyone.

Install:

1. Install Node.js 22 or newer from nodejs.org. Check: node --version prints v22 or newer.
2. Download the starter kit from this path's Projects page and unzip it. In a terminal, go to the mittimart folder.
3. Install the packages and the test browser: npm install, then npx playwright install chromium.
4. Run npm run serve and open http://localhost:8080/. You should see MittiMart's home page, a cookie banner with only "Accept all" (Project 1 replaces it), and collect: lines in the terminal.

Verify your setup: run npm test in the mittimart folder. In the starter most tests fail on purpose (1 of 28 passes); what matters is that the tests start, list 28 checks and finish. The whole run takes under a minute.

Windows and macOS: we could only verify Linux on 2 November 2026, so Windows and macOS are marked "not verified" in the kit. The commands are the same in PowerShell and the macOS terminal.

Hardware and accounts

• Computer: a laptop from the last 6 to 8 years with 4 GB of memory and about 1 GB of free disk space for the test browser and packages.

• A phone for checking pages, previews and banners as most customers see them.

• No paid accounts are needed. The kit runs on your own computer. MittiMart, its products, visitors, test data and search figures are invented; example phone numbers start 00000 and emails use example.com. Passing its tests shows your work handles these cases; it doesn't prove a real site, a real analytics account or a real campaign is set up correctly.

• Optional: if you try GA4, Search Console or an ad platform on a site you own, use your own test data, set a spending limit of zero or a small budget alert first, and keep tokens out of shared files.

Workload

Times are realistic estimates for a learner who has finished the core programme. They are not measured averages.

At 8 to 10 hours a week that is about 13 to 17 weeks.

How completion works

You complete the path when all of these are true, as shown on your completion record:

• every lesson is marked done;
• every module quiz is passed (70% or more);
• the path test is passed (70% or more);
• the three projects and the capstone are self-checked complete, with evidence links and your explanations.

Projects are self-checked for now: you tick the marking guide yourself and save your evidence on this device. Review by a team is planned for later; until then nothing on this site says a reviewer has approved your work. Progress is saved in this browser only, so download a backup from My progress now and then.

Outcome coverage