Overview

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Most businesses have the tools to track their marketing, yet many still can't answer a basic question: is it working? Scattered dashboards, mismatched conversion counts across platforms, and tools that don't talk to each other make it hard to connect spend to results with any confidence. You'll align KPIs to real business goals, build a reporting framework, and segment audiences in GA4. You'll set up custom event tracking in Google Tag Manager, diagnose discrepancies between GA4 and ad platform data, and combine multiple sources into a single reporting backend using free tools like Google Sheets and Supermetrics. From there, you'll build dashboards and blended data sources in Looker Studio, analyze organic search performance in Google Search Console, and apply predictive audiences and offline conversion imports to sharpen your targeting. By the end, you'll be able to build a complete marketing reporting stack: aligned KPIs, clean tracking, and blended dashboards that show exactly what's working and what isn't.

Syllabus

Building a Marketing Analytics Strategy
- You can have dashboards full of numbers and still not know if your marketing is paying off. In this module, you'll align KPIs to a real business objective, build a Solution Design Reference to structure your tracking, and create a custom GA4 audience segment so you can target the right users with confidence.
Optimizing Your Marketing Technology Stack
- Your tools can all be working exactly as designed and still leave you with numbers that don't add up. In this module, you'll connect the pieces of your marketing technology stack, configure custom tracking in Google Tag Manager, diagnose discrepancies between platforms, and combine multiple data sources into one lightweight reporting backend.
Building Dashboards and Reports for Marketing Analytics
- You can build a dashboard full of the right numbers and still lose people who can't tell what it means. In this module, you'll connect a data source and build core visualizations in Looker Studio, add filters and controls so stakeholders can self-serve their own view, blend multiple data sources into one report, and build ad-hoc reports using GA4's Explore tool.
Measuring, Analyzing, and Optimizing Marketing Performance
- You can see conversions on a dashboard and still not know if the money spent to get them was worth it. In this module, you'll blend ad spend with GA4 data to calculate cost per purchase and ROAS, analyze organic search performance in Google Search Console, and compare time periods to identify what's actually driving change in your marketing performance.
Applying Advanced Marketing Analytics Techniques
- Your cookie banner can look compliant on the surface while your tags are still firing before anyone consents. In this module, you'll configure consent-aware tracking in Google Tag Manager, format and import offline conversions into ad platforms, and build predictive audiences in GA4 to sharpen who you target next.
Conclusion
- You've built the pieces of a complete marketing analytics practice: aligned KPIs, connected tracking, blended dashboards, measured ROI, and audiences sharpened by prediction. In this module, you'll pull those pieces together into a clear picture of how they work as one system.