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CodeSignal

Performance, Analytics, and Reporting

via CodeSignal

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Overview

You'll turn campaign data into decisions and decisions into stories stakeholders act on—choosing meaningful KPIs over vanity metrics, calculating ROI, questioning attribution assumptions, running A/B tests, optimizing, and reporting. By the end, you'll be able to defend which numbers truly reflect performance and communicate results persuasively.

Syllabus

  • Unit 1: Establishing KPIs and Tracking
    • Choosing Metrics That Drive Decisions
    • Explaining Tracking Data to Finance
    • Diagnosing the Conversion Tracking Gap
  • Unit 2: Evaluating ROI and Attribution
    • Calculating Advertising Returns
    • Attribution Models and Return Metrics
    • Last-Click vs. Multi-Touch: A Budget Recommendation
  • Unit 3: Testing and Optimization
    • Designing Clean AB Tests
    • Making the AB Test Call
    • Scaling a Tested Campaign Variant
  • Unit 4: Reporting Results to Stakeholders
    • Tailoring Reports to Your Audience
    • Defending Your Data Story
    • Reporting Results to the C Suite

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