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URL: https://www.coursera.org/learn/advanced-marketing-analytics-funnels-and-dashboarding

⇱ Advanced Marketing Analytics, Funnels, and Dashboarding | Coursera

Advanced Marketing Analytics, Funnels, and Dashboarding

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Advanced Marketing Analytics, Funnels, and Dashboarding

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Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

9 hours to complete
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

9 hours to complete
Flexible schedule
Learn at your own pace

What you'll learn

  • Build interactive dashboards connecting GA4, CRM, and ad platforms.

  • Analyze conversion funnels to pinpoint drop-offs and hypothesize fixes.

  • Configure event tracking and evaluate marketing channel performance.

  • Visualize campaign trends and communicate insights to stakeholders.

Details to know

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Recently updated!

March 2026

Assessments

17 assignments¹

AI Graded see disclaimer
Taught in English

Build your Data Analysis expertise

This course is part of the Marketing Specialist Professional Certificate
When you enroll in this course, you'll also be enrolled in this Professional Certificate.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate from Coursera

There are 9 modules in this course

Marketing decisions are only as strong as the data behind them. In this course, you'll build the analytical and technical skills to transform raw marketing data into clear, compelling insights that drive real business outcomes. Working across spreadsheets, business intelligence tools, and web analytics platforms, you'll learn to track user behavior, measure campaign performance, and visualize the full customer journey from first click to final conversion.

You'll connect data sources like GA4, Facebook Ads, and CRM systems to build interactive dashboards, configure custom event tracking, and analyze conversion funnels to identify exactly where—and why—users drop off. You'll also interpret time-series trends, evaluate marketing channel performance, and translate your findings into actionable recommendations for stakeholders. Designed for marketing professionals ready to move beyond surface-level reporting, this course equips you with the skills to make confident, data-driven decisions that improve campaign ROI and marketing effectiveness.

You will learn systematic funnel analysis techniques to identify conversion barriers and develop data-driven hypotheses about user behavior patterns.

What's included

2 videos1 reading2 assignments

2 videos•Total 12 minutes
  • Systematic Funnel Analysis Framework and GA4 Integration•6 minutes
  • Step-by-Step Funnel Analysis in GA4•6 minutes
1 reading•Total 8 minutes
  • User Behavior Patterns and Drop-off Identification Strategies•8 minutes
2 assignments•Total 18 minutes
  • Comprehensive Funnel Analysis and Hypothesis Development•15 minutes
  • Funnel Analysis Knowledge Check•3 minutes

You will learn the technical skills to build comprehensive dashboards that integrate GA4, social media, and CRM data into unified business intelligence interfaces for strategic decision-making.

What's included

1 video2 readings3 assignments

1 video•Total 8 minutes
  • Multi-Source Dashboard Principles and Integration Strategy•8 minutes
2 readings•Total 18 minutes
  • Data Integration and Visualization Best Practices•10 minutes
  • Building Multi-Source Dashboards with Looker Studio •8 minutes
3 assignments•Total 33 minutes
  • Comprehensive Marketing Analytics Mastery Evaluation•10 minutes
  • Create Comprehensive Multi-Source Marketing Dashboard•20 minutes
  • Dashboard Design and Integration Knowledge Check•3 minutes

You will learn the technical implementation of event tracking systems, focusing on GTM tag configuration for form submissions and external links, with systematic real-time validation processes to ensure data accuracy.

What's included

3 videos1 reading2 assignments

3 videos•Total 14 minutes
  • Why Precise Event Tracking Drives Marketing Success•3 minutes
  • Event Tracking Fundamentals for Digital Marketers•6 minutes
  • Setting Up GTM Tags for Form Submissions•4 minutes
1 reading•Total 8 minutes
  • GTM Configuration Essentials for Marketing Events•8 minutes
2 assignments•Total 30 minutes
  • Configure Event Tracking Validation Process•15 minutes
  • Event Tracking Configuration Knowledge Check•15 minutes

You will learn systematic channel performance analysis using GA4 acquisition reports, attribution modeling, and strategic ranking methodologies to identify highest-converting marketing channels for data-driven budget allocation decisions.

What's included

4 videos1 reading3 assignments

4 videos•Total 28 minutes
  • Why Strategic Channel Analysis Transforms Marketing ROI•4 minutes
  • Channel Evaluation Metrics and Attribution Models•10 minutes
  • Attribution Analysis Concepts for Marketing Decision-Making•8 minutes
  • Creating Channel Performance Reports in GA4•7 minutes
1 reading•Total 7 minutes
  • GA4 Acquisition Reporting for Channel Analysis•7 minutes
3 assignments•Total 33 minutes
  • Marketing Channel Performance Analysis and Optimization•12 minutes
  • Channel Ranking and Budget Allocation Analysis•18 minutes
  • Channel Performance Evaluation Knowledge Check•3 minutes

You will learn essential spreadsheet techniques to transform raw marketing campaign data into organized, analyzable formats using pivot tables and performance metrics calculations.

What's included

3 videos1 reading1 assignment

3 videos•Total 13 minutes
  • Spreadsheet Mastery Transforms Marketing Careers•3 minutes
  • Pivot Table Fundamentals for Campaign Analysis•6 minutes
  • Building Campaign Pivot Tables Step-by-Step •4 minutes
1 reading•Total 10 minutes
  • Essential Performance Metrics for Digital Marketing Analysis•10 minutes
1 assignment•Total 3 minutes
  • Spreadsheet Analysis Knowledge Check•3 minutes

You will learn the interpretation of time-series marketing data through line chart analysis, distinguishing between meaningful business signals and random fluctuations to inform strategic marketing decisions.

What's included

3 videos1 reading2 assignments

3 videos•Total 15 minutes
  • Visual Trend Analysis Drives Marketing Success •3 minutes
  • Line Chart Analysis Principles for Marketing Data•7 minutes
  • Creating and Interpreting Marketing Performance Line Charts•5 minutes
1 reading•Total 8 minutes
  • Advanced Trend Analysis Methodologies for Marketing Optimization•8 minutes
2 assignments•Total 18 minutes
  • Comprehensive Marketing Analytics and Strategic Optimization Assessment•15 minutes
  • Line Chart Trend Analysis Knowledge Check•3 minutes

You will learn the foundational skills of connecting marketing data sources to business intelligence platforms and creating interactive dashboard visualizations that reveal customer journey insights and conversion performance patterns.

What's included

3 videos1 reading1 assignment

3 videos•Total 20 minutes
  • Marketing Dashboard Visualization Transforms Business Results •4 minutes
  • Essential Dashboard Components for Marketing Performance Tracking •9 minutes
  • Building Your First Marketing Funnel Dashboard in Power BI•7 minutes
1 reading•Total 8 minutes
  • Business Intelligence Fundamentals for Marketing Analytics •8 minutes
1 assignment•Total 3 minutes
  • Marketing Dashboard Fundamentals Assessment •3 minutes

You will develop advanced analytical skills to transform dashboard data into strategic insights, systematically identify high-impact optimization opportunities, and create actionable improvement plans that drive measurable marketing performance enhancements.

What's included

3 videos2 readings2 assignments

3 videos•Total 23 minutes
  • Data-Driven Optimization Creates Competitive Marketing Advantage•4 minutes
  • Systematic Approach to Identifying Marketing Optimization Opportunities •10 minutes
  • Analyzing Marketing Performance Data to Uncover Optimization Opportunities •9 minutes
2 readings•Total 18 minutes
  • Plan Your Marketing Data Visualization Strategy•8 minutes
  • Advanced Techniques for Customer Insight Generation and Action Planning •10 minutes
2 assignments•Total 18 minutes
  • Marketing Performance Optimization Mastery Assessment •15 minutes
  • Performance Analysis and Optimization Strategy Assessment•3 minutes

You will create a comprehensive marketing performance analysis by integrating conversion funnel analysis, multi-channel performance evaluation, campaign data analysis, and interactive dashboard creation. This project synthesizes skills from advanced marketing data analysis to produce actionable insights that drive campaign optimization decisions.

What's included

3 readings1 assignment

3 readings•Total 140 minutes
  • Why This Project Matters•10 minutes
  • Project Requirements•10 minutes
  • Assignment: Marketing Performance Analysis Project •120 minutes
1 assignment•Total 15 minutes
  • Graded Quiz: Marketing Performance Analysis Project•15 minutes

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To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

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¹ Some assignments in this course are AI-graded. For these assignments, your data will be used in accordance with Coursera's Privacy Notice.