Propose a small, measurable marketing test
See this course’s project requirements
A marketing analysis brief with a measurement card, campaign labels, channel economics, funnel review, attribution check and capped test plan.
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.
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The idea in everyday life
Lantern’s fictional next test can spend at most $60. The team wants cost per completed order at or below $10. Channel B previously cost $120 for 16 orders, but future results are unknown. Email C has already reached its available audience.
A useful recommendation specifies the decision, metric, budget limit and evidence needed to continue.
Propose a small, measurable marketing test — worked practice
A useful recommendation specifies the decision, metric, budget limit and evidence needed to continue.
Lantern’s fictional next test can spend at most $60. The team wants cost per completed order at or below $10. Channel B previously cost $120 for 16 orders, but future results are unknown. Email C has already reached its available audience.
1. Set design
Allocate the $60 cap to a documented trial of B, with no real ad purchase.
You should see: A simulation plan with a fixed maximum.
Historical efficiency is not a guarantee.
2. Define success
Calculate orders needed at the $10 target if all $60 is spent.
You should see: At least 6 completed orders.
The metric follows the spending limit.
3. Add stop and data rules
Track unique orders, full costs and consistent campaign labels for seven days.
You should see: The test has a window and reproducible definitions.
Avoid moving the goal after seeing results.
4. Assemble report
Attach measurement card, tags, economics, funnel and attribution with the plan.
You should see: A complete marketing analysis brief; no ad account required.
A bounded test is more useful than a promise of growth.
What to finish
A marketing decision brief with a capped test and success rule.
Watch for this
Assuming the best past ratio scales forever.
How can I tell I understand it?
Explain your calculation or classification and reproduce the changed case without copying the worked result.
Quick knowledge check
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Source & access notes · checked 2026-09-12
Inspected campaign parameters and attribution dimensions; use fictional URLs only.
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Reuse: Link to the original. Free reading does not imply permission to reproduce the page; lessons and fixtures here are original.
Source & access notes · checked 2026-09-12
Inspected how models assign credit and why different models differ.
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Reuse: Link to the original. Free reading does not imply permission to reproduce the page; lessons and fixtures here are original.
Source & access notes · checked 2026-09-12
Inspected conversion value, costs and ROI distinctions.
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Reuse: Link to the original. Free reading does not imply permission to reproduce the page; lessons and fixtures here are original.
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.
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