Model Online / On-Site
Duration
Modules 5 modules

Course Objective & Scope

When every ad platform claims credit for the same conversion and privacy rules limit third-party cookies, knowing which euro of marketing spend actually drives profitable growth becomes difficult. This course teaches how to collect, unify and analyse marketing data to guide budget decisions.

Measurement plans and UTM governance, event/conversion setup in Google Tag Manager (GTM) and Google Analytics 4 (GA4), funnel and cohort retention analysis, CAC, LTV, payback period and marginal ROAS calculations, multi-touch attribution, incrementality testing and executive dashboards in Looker Studio are practised hands-on. Participants build a measurement plan and a KPI dashboard template for their organisation.

Who Should Attend?

  • Digital marketing, performance marketing and growth specialists
  • BI, marketing analytics and CRM analysts working with campaign and customer data
  • Marketing and e-commerce managers responsible for budget allocation and ROI
  • Prerequisite: basic familiarity with digital marketing metrics and spreadsheets

Key Takeaways

  • Translate business goals into macro/micro conversions, a clean UTM taxonomy and an event tracking plan
  • Analyse channel efficiency, funnel drop-offs and cohort retention using GA4 Explorations
  • Look past blended ROAS to evaluate contribution margin, CAC, LTV:CAC and payback periods
  • Interpret platform attribution, multi-touch models, geo-lift incrementality tests and MMM concepts
  • Design clear Looker Studio/BI dashboards that connect ad spend to CRM pipeline and revenue

Curriculum

Measurement Frameworks, Data Collection and UTM Governance
  • Business objectives, North Star metrics and macro/micro conversion trees
  • UTM taxonomy standards, first-party data, GTM and Server-Side/CAPI fundamentals
Funnel and Behavioural Analysis in Google Analytics 4 (GA4)
  • GA4's event-based data model, custom dimensions and key events
  • Explorations: Funnel, Path, Segment overlap and Cohort retention reports
Marketing Unit Economics: CAC, LTV, Cohorts and Profitability
  • Blended versus paid CAC, LTV calculation, LTV:CAC ratio and CAC payback period
  • Marginal versus average ROAS, returns/discount impact and contribution margin
Attribution, Incrementality Testing and MMM Basics
  • First-click, last-click, data-driven attribution and why ad platforms double-count
  • Holdout / geo-lift incrementality experiments and Marketing Mix Modeling (MMM) overview
Marketing Data Pipelines and Executive Dashboard Design
  • Joining ad spend, GA4 and CRM/revenue data in BigQuery, Sheets and Looker Studio
  • Designing operator versus CMO/CFO views and a weekly performance review checklist

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