Assess for Success: Marketing Analytics and Measurement Course Syllabus
Full curriculum breakdown — modules, lessons, estimated time, and outcomes.
Overview: This 16-hour beginner-level course provides hands-on training in marketing analytics using Google's core tools. You'll learn to measure, analyze, and optimize digital marketing campaigns through real-world data workflows. The curriculum is structured into four modules, each focusing on practical skills in media planning, performance measurement, campaign evaluation, and stakeholder communication. With lifetime access and a certificate upon completion, this course is ideal for aspiring marketers looking to build foundational, job-ready analytics skills using Google Analytics and Google Ads.
Module 1: Introduction to Marketing Analytics & Media Planning
Estimated time: 4 hours
- Overview of marketing analytics
- Role of media planning
- Setting performance goals and KPIs
- Introduction to Google Analytics and Google Ads interfaces
Module 2: Google Analytics & Google Ads Metrics
Estimated time: 4 hours
- Key metrics tracking in Google Analytics
- Key metrics tracking in Google Ads
- Linking Google Analytics and Google Ads platforms
- Exporting and combining data from both platforms
Module 3: Measuring Campaign Success
Estimated time: 4 hours
- Evaluating campaign results using ROI and ROAS
- Interpreting performance against goals
- Conducting A/B testing
- Optimizing campaigns with data-driven adjustments
Module 4: Reporting & Stakeholder Communication
Estimated time: 4 hours
- Understanding stakeholder needs
- Designing effective dashboards and visualizations
- Communicating insights clearly and transparently
- Building trust through data reporting
Module 5: Final Project
Estimated time: 4 hours
- Analyze a full campaign dataset using Google Analytics and Google Ads
- Perform A/B test analysis and recommend optimizations
- Create a stakeholder-ready presentation with dashboards and insights
Prerequisites
- No prior experience required
- Basic familiarity with digital marketing concepts recommended
- Access to Google Analytics and Google Ads (free accounts sufficient)
What You'll Be Able to Do After
- Plan media strategies with clear performance goals
- Analyze campaign effectiveness using ROI and ROAS
- Optimize marketing campaigns through A/B testing
- Use spreadsheets to filter, sort, and visualize marketing data
- Create dashboards and reports for stakeholders