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Course 125 · Money course 16

Measure Digital Marketing Results

Use visits, orders and costs to explain what a campaign achieved and what to test next.

Before you start

Use percentages and division; no analytics account, website or paid ads required.

See everything you’ll need

Practice materials and a worked example · Free download. Download the starter pack

What you’ll leave with

A marketing analysis brief with a measurement card, campaign labels, channel economics, funnel review, attribution check and capped test plan.

Start course Start without an account. Sign in to save lesson progress across devices.

Your project

Start with the practice files. Build your project one lesson at a time.

Practice files are free without an account. Sign in to save your project record in My Proof: a description, checklist, and optional work link. Keep the original files in your own app or notebook; saving a project record does not upload them.

  1. Get your materialsDownload practice filesStart with the supplied materials, follow the lessons, and compare your work with the annotated example.
  2. Make your projectView the project checklist Work in your own notebook, document, or software. Use the supplied practice examples when you prefer.
  3. Keep a private recordSave a project record Sign in to save a description and checklist, then return to update them.
Optional course overview

Watch an introduction.

This overview from Google Analytics introduces ideas you’ll practice in the lessons.

Watch directly on YouTube
Google AnalyticsHow to set up Google Analytics 4 (GA4) with Google Tag Manager (GTM)YouTube
Course handbook

Know the route before you begin.

Here’s what you’ll need and what you’ll make. You can return to this guide during any lesson.

Who this is for

For learners ages 14+ and adults exploring practical money and business skills.

Prepare before lesson one
  • Use percentages and division; no analytics account, website or paid ads required.
  • Use paper and a calculator, or a free spreadsheet/text editor. The written lessons contain all required records. Optional video and software setup are extra time.
Your final project

Finish with proof you can use.

A marketing analysis brief with a measurement card, campaign labels, channel economics, funnel review, attribution check and capped test plan.

Save a project record in My Proof
See project checklist and review criteria

Keep your working files in your own notebook or software. Save a private description, checklist, and work link in My Proof.

What to include

  • A measurement card with an explicit counting rule.
  • A campaign-link naming guide and mock tagged URL. A channel comparison separating ROAS, cost per order and contribution.
  • A funnel analysis and one testable investigation.
  • A deduplicated order total and an attribution note.
  • A marketing decision brief with a capped test and success rule.

Review and revise

Use these criteria to check your work and choose what to improve.

  • Calculations reconcile to the supplied records, with units and dates labeled.
  • Assumptions and missing information are visible, including the changed scenario.
  • The recommendation follows the evidence and explains an important limitation.
  • The six lesson outputs form a usable handoff that another learner can check.
Three ideas to help you along the way
Three useful ideas

The rules behind the steps.

01

Define the outcome

Count meaningful completed actions once.

02

Keep costs visible

Revenue efficiency and profit are different.

03

Test claims

Attribution credit does not establish causality.

What do these words mean?
Key words

Key terms worth knowing.

Conversion
The completed action chosen as an outcome.
ROAS
Revenue divided by advertising spend.
Contribution
Revenue less the specified variable and campaign costs.
Funnel
A sequence of recorded stages toward an outcome.
Attribution
A rule or model assigning credit to touchpoints.
Your route

6 lessons.
One useful project.

Work in order the first time. Each lesson makes something the next lesson can use.

  1. 1
    Up next

    Define a measurable marketing goal

    A measurement card with an explicit counting rule.

  2. 2
    16 min

    Label campaign links consistently

    A campaign-link naming guide and mock tagged URL.

  3. 3
    28 min

    Compare channel economics

    A channel comparison separating ROAS, cost per order and contribution.

  4. 4
    21 min

    Locate a funnel drop without inventing its cause

    A funnel analysis and one testable investigation.

  5. 5
    21 min

    Separate unique orders from channel credit

    A deduplicated order total and an attribution note.

  6. 6
    26 min

    Propose a small, measurable marketing test

    A marketing decision brief with a capped test and success rule.

Use the tools

Tools to help you practice.

See all tools
ZIP · practice files

Measure Digital Marketing Results practice files

Start with the supplied materials, follow the lessons, and compare your work with the annotated example.

Text worksheet

Your course project worksheet

A downloadable text worksheet with each lesson’s working output, space for your answers, and the shared final-project checklist. Save your own copy.

Source transparency

Sources and further study.

Explore the references behind the lessons and take your learning further. Source notes explain access and reuse.

Collect campaign data with custom URLs
Source & access notes · checked 2026-09-12

Inspected campaign parameters and attribution dimensions; use fictional URLs only.

Access: Public page inspected without a sign-in; linked services may have separate requirements.

Reuse: Link to the original. Free reading does not imply permission to reproduce the page; lessons and fixtures here are original.

Get started with attribution
Source & access notes · checked 2026-09-12

Inspected how models assign credit and why different models differ.

Access: Public page inspected without a sign-in; linked services may have separate requirements.

Reuse: Link to the original. Free reading does not imply permission to reproduce the page; lessons and fixtures here are original.

About return on investment
Source & access notes · checked 2026-09-12

Inspected conversion value, costs and ROI distinctions.

Access: Public page inspected without a sign-in; linked services may have separate requirements.

Reuse: Link to the original. Free reading does not imply permission to reproduce the page; lessons and fixtures here are original.

Set up Analytics for a website or app
Source & access notes · checked 2026-09-12

Inspected embedded video ID and verified Google Analytics oEmbed title; account setup is optional only.

Access: Public page inspected without a sign-in; linked services may have separate requirements.

Reuse: Link to the original. Free reading does not imply permission to reproduce the page; lessons and fixtures here are original.

Ready when you are

Start with the first useful move.

You’ll always know what to do, what to make, and where to go next.

Start lesson one