Learn how to track KPIs, set up Google Analytics, build dashboards, and measure campaign performance with confidence.
⏱️ Length: 7.4 total hours
⭐ 3.97/5 rating
👥 6,841 students
🔄 July 2025 update
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- Course Overview
- Transitioning from Intuition to Data-Driven Strategy: This course facilitates a fundamental shift in your marketing mindset, moving away from relying on “gut feelings” or creative guesswork toward a culture of evidence-based decision-making. You will learn how to approach marketing problems through a scientific lens, ensuring that every dollar spent is backed by quantifiable insights.
- Demystifying the Modern Customer Journey: Participants will explore the complexities of the digital path to purchase. By analyzing how users interact with various touchpoints—from social media discovery to search engine queries—you will gain a holistic view of the consumer lifecycle and learn how to identify where potential customers are dropping off in the sales funnel.
- Bridging the Gap Between Creative and Analytical Teams: One of the primary focuses is teaching marketers how to communicate effectively with technical departments. You will gain the vocabulary and conceptual understanding necessary to translate high-level marketing goals into technical requirements, fostering a more collaborative and efficient organizational environment.
- Requirements / Prerequisites
- Foundational Digital Literacy: Prospective students should possess a comfortable working knowledge of the internet, including how to navigate web browsers and utilize cloud-based applications. While no advanced technical skills are required, a general familiarity with how websites function is highly beneficial for the implementation phases.
- Access to Google Workspace Tools: To fully engage with the practical exercises, students will need an active Google account (Gmail). This allows for seamless access to various demo accounts and trial environments where you can practice setting up tracking parameters without needing your own live website immediately.
- Analytical Curiosity and Growth Mindset: The most successful participants are those who approach data with a sense of curiosity. A willingness to “tinker” with settings, experiment with different reporting views, and ask “why” behind specific trends is more important than having a background in mathematics or statistics.
- Hardware and Connectivity: A stable internet connection and a laptop or desktop computer (Windows or macOS) are required. Since the course involves detailed interface navigation and data visualization, a larger screen is significantly more effective for learning than a mobile device or tablet.
- Skills Covered / Tools Used
- Campaign Tracking with UTM Parameters: You will master the art of creating and implementing Urchin Tracking Module (UTM) tags. This skill is essential for pinpointing exactly which ad, email, or social post drove a specific conversion, allowing for granular tracking across all your diverse outbound marketing efforts.
- Data Visualization via Google Looker Studio: Beyond standard reporting, the course introduces you to Looker Studio. You will learn how to pull raw data into visually compelling, automated dashboards that tell a story, making it easier for stakeholders to digest complex information at a glance.
- Introduction to Attribution Modeling: Gain a conceptual understanding of how different models—such as First-Interaction, Last-Interaction, and Linear attribution—change the way credit is assigned to marketing channels. This skill helps you understand which parts of your strategy are driving awareness versus which are closing the deal.
- Data Cleansing and Spreadsheet Basics: Learn the fundamentals of organizing data within Microsoft Excel or Google Sheets. This includes basic sorting, filtering, and formatting techniques that ensure your data is clean and accurate before you begin your analysis, preventing “garbage in, garbage out” scenarios.
- Benefits / Outcomes
- Optimization of Marketing Spend and ROI: By the end of this program, you will be equipped to identify underperforming campaigns and reallocate budgets toward high-yield channels. This direct impact on the bottom line makes you an invaluable asset to any business looking to maximize its Return on Investment (ROI).
- Enhanced Professional Credibility and Career Advancement: Marketing analytics is one of the most in-demand skills in the current job market. Completing this course allows you to add a data-centric edge to your resume, positioning you for roles such as Marketing Analyst, Growth Hacker, or Digital Strategist.
- Ability to Perform Competitor and Market Benchmarking: You will learn how to use analytical data to compare your performance against industry standards. This enables you to set realistic goals and understand your brand’s relative position in the digital landscape, allowing for more aggressive and informed competitive strategies.
- Future-Proofing Your Marketing Skillset: As privacy regulations change and third-party cookies disappear, understanding first-party data collection becomes vital. This course prepares you for the future of the industry, ensuring you have the technical foundation to adapt to new privacy-centric tracking methodologies and platform updates.
- PROS
- Practical, Hands-on Methodology: The course prioritizes active learning through “over-the-shoulder” screen recordings, ensuring that students aren’t just hearing about theory but are actually seeing how the tools are configured in real-time.
- Beginner-Centric Language: Complex jargon is broken down into simple, digestible terms, making the subject matter accessible to creative professionals who may previously have felt alienated by data-heavy topics.
- Up-to-Date Content: With recent updates reflecting the latest changes in the digital ecosystem, the material remains relevant to the current versions of popular tracking platforms used by businesses today.
- Scalable Skill Application: The techniques taught are applicable to a wide range of business sizes, from small “solopreneur” blogs to large-scale e-commerce enterprises, providing versatile value across various industries.
- CONS
- Focus on Fundamental Concepts: This course is specifically designed as an entry-level introduction; therefore, seasoned data scientists or senior technical analysts may find the pace too slow or the depth of statistical modeling insufficient for their advanced professional needs.
Learning Tracks: English,Marketing,Marketing Analytics & Automation
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