Digital Marketing & Social Media Management · Intermediate level

Intermediate level · Module 5 of 6 · 16 guided hours

Web Analytics and Campaign Measurement

Track where results come from and present them in a simple dashboard.

Learning objectives

  • Tag links with UTM parameters
  • Read core Google Analytics 4 reports
  • Build a campaign dashboard and calculate cost metrics

Topics

  • UTM parameters
  • Google Analytics 4 basics
  • conversions and key events
  • cost per lead and return on ad spend
  • dashboards in Looker Studio or Sheets

Lessons

  1. Lesson 1 Tracking Links with UTMs

    Label links so you know which channel and campaign brought each visitor.

    UTM source/medium/campaignnaming conventionlink shortenerattribution

  2. Lesson 2 Google Analytics 4 Essentials

    Read the GA4 reports that matter for small campaigns.

    GA4 propertyacquisition reportengagementkey event

  3. Lesson 3 Dashboards and Cost Metrics

    Combine results from all channels into one view and calculate what each result cost.

    cost per leadROASdashboarddata accuracy

Practical activity

Set up full measurement (UTMs, key events, tracker, dashboard) for the level-project campaign before launch.

Expected outcomes

  • Campaigns whose results can be attributed and explained

Assessment

Measurement set-up and dashboard checked for correctness and clarity.

Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.