The internet has dramatically changed our world and economy, with conventional business models significantly shifting to online services. This digital transformation impacts businesses across various industries and impacts how investors assess and value companies since digital performance is now so inextricably linked to business performance. Hence having access to insights into the digital performance of companies is critical to assessing the health and potential of these businesses. This course introduces the fundamental traffic and engagement metrics included in digital alternative data and how they can be used to analyze company performance.