Assess for Success: Marketing Analytics and Measurement
Keep adding new skills with 10,000+ programs for $239 (usually $399). Save now.
Assess for Success: Marketing Analytics and Measurement
This course is part of Google Digital Marketing & E-commerce Professional Certificate
260,206 already enrolled
Included with
2,290 reviews
2,290 reviews
What you'll learn
Define media planning and strategies
Describe what defines a successful marketing campaign
Evaluate metrics against performance goals and make adjustments to a marketing budget or strategy
Create presentations and reports to update stakeholders on the progress or success of a marketing campaign and important insights
Skills you'll gain
- Marketing Planning
- A/B Testing
- Paid media
- Return On Investment
- Campaign Management
- Marketing Budgets
- Performance Measurement
- Data Visualization
- Marketing Effectiveness
- Spreadsheet Software
- Digital Marketing
- Media Planning
- Data Presentation
- Data-Driven Marketing
- Marketing Analytics
- Pivot Tables And Charts
- Digital Marketing Campaigns
- Key Performance Indicators (KPIs)
Tools you'll learn
Details to know
See how employees at top companies are mastering in-demand skills
Build your Marketing expertise
- 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 Google
There are 4 modules in this course
Assess for Success: Marketing Analytics and Measurement is the fifth of eight courses in the Google Digital Marketing & E-commerce Certificate. This course explores marketing analytics practices and tools. Digital marketing and e-commerce professionals are expected to analyze data from various sources (such as web pages, digital marketing channels, and e-commerce sites) and use them to gain customer insights. You’ll create media plans and set performance goals. You’ll learn how to measure, manage, and analyze data from marketing campaigns using Google Analytics, Google Ads, and similar tools. Then, learn how to adjust a marketing budget according to insights extracted from key metrics. You’ll use A/B test results to optimize a campaign and identify metrics that define a campaign's success. You will be able to analyze and visualize data and insights in spreadsheets and prepare presentations to share campaign progress or results with stakeholders.
Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks, while showing you some of the best tools and resources used on the job. Learners who complete the eight courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Plan and allocate the spending of marketing budgets - Describe the unique role of performance goals and key performance indicators (KPIs) in marketing campaigns - Describe how tools like Google Analytics and Google Ads are used to measure website and ad campaign performance - Describe how to determine the return on investment (ROI) or return on ad spend (ROAS) of a marketing project - Prepare, conduct, and analyze the results from an A/B test to optimize a marketing campaign - Apply spreadsheet features like sorting, filtering, and pivot tables to prepare data to be shared - Create charts in spreadsheets for visualization of metrics
You will learn about marketing campaigns and how marketers set performance goals. You’ll also explore media planning and practice creating your own media plan. Finally, you’ll be introduced to common tools used in marketing analytics and how they work.
What's included
13 videos12 readings6 assignments
13 videos•Total 42 minutes
- Introduction to Course 5•2 minutes
- Welcome to module 1 •1 minute
- Media plans and performance goals •3 minutes
- What is media planning? •5 minutes
- Michael - Gaining understanding through analytics and measurement•3 minutes
- Set performance goals •5 minutes
- Angela - Make data, analytics, and metrics work together for performance•3 minutes
- Marketing analytics skills •3 minutes
- Introduction to Google Analytics •5 minutes
- Introduction to Google Ads •3 minutes
- Tim - Use marketing analytics data•5 minutes
- Big data for marketing analytics and automation •3 minutes
- Wrap-up •1 minute
12 readings•Total 80 minutes
- Course 5 overview•8 minutes
- Helpful resources to get started•8 minutes
- Steps for media planning•8 minutes
- Cost-related performance goals•8 minutes
- Activity Exemplar: Set performance goals•4 minutes
- Resources to learn more about Google Analytics•8 minutes
- Activity Exemplar: Familiarize yourself with Google Analytics•4 minutes
- Step-by-step: Introduction to Google Ads•4 minutes
- Resources to learn more about Google Ads•8 minutes
- Other tools for marketing and analytics•8 minutes
- The history of cookies in advertising and e-commerce•8 minutes
- Glossary terms from module 1•4 minutes
6 assignments•Total 140 minutes
- Test your knowledge: Media plans•10 minutes
- Activity: Set performance goals•30 minutes
- Test your knowledge: Performance goals for digital marketing•10 minutes
- Activity: Familiarize yourself with Google Analytics•30 minutes
- Test your knowledge: Marketing analytics•10 minutes
- Module 1 challenge•50 minutes
You will learn about key metrics and data sources from various platforms. You’ll learn how to use the metrics in Google Analytics and Google Ads to gain insights for marketing campaigns. You’ll also learn how to link data from Google Ads to Google Analytics and export data from both platforms for further analysis.
What's included
8 videos15 readings6 assignments
8 videos•Total 26 minutes
- Welcome to module 2 •2 minutes
- Work with Google Analytics: Monitor metrics •6 minutes
- Work with Google Analytics: Create Explorations •4 minutes
- Work with Google Ads metrics •3 minutes
- Link Google Ads to Google Analytics•4 minutes
- Export Google Ads and Google Analytics data •3 minutes
- Cady - What an analysis of metrics can tell you•3 minutes
- Wrap-up•2 minutes
15 readings•Total 86 minutes
- Get started with Google Analytics•8 minutes
- Global site tagging and Google Tag Manager•8 minutes
- Step-by-step: Work with Google Analytics: Monitor metrics•4 minutes
- Step-by-step: Work with Google Analytics: Create Explorations•4 minutes
- Variables and tab settings in Google Analytics Explorations•8 minutes
- Activity Exemplar: Create an Exploration in Google Analytics•4 minutes
- Step-by-step: Work with Google Ads metrics•4 minutes
- Get started with Google Ads•8 minutes
- Dashboards, scorecards, and reports in Google Ads•8 minutes
- View and apply recommendations in Google Ads•8 minutes
- Activity Exemplar: Review and apply recommendations•4 minutes
- Step-by-step: Link Google Ads to Google Analytics•4 minutes
- Link data for better insights•8 minutes
- Step-by-step: Export Google Ads and Google Analytics data•4 minutes
- Glossary terms from module 2•2 minutes
6 assignments•Total 134 minutes
- Activity: Create an Exploration in Google Analytics•30 minutes
- Test your knowledge: Google Analytics •8 minutes
- Activity: Review and apply recommendations•30 minutes
- Test your knowledge: Google Ads metrics •8 minutes
- Test your knowledge: Link and export data•8 minutes
- Module 2 challenge•50 minutes
You will investigate the metrics and outcomes that define a successful marketing campaign. You’ll examine different metrics that help you determine the ROI or ROAS of a marketing project so you can make adjustments to improve returns. You’ll also learn how to plan for and conduct an A/B test to optimize a marketing campaign. Finally, you’ll examine what a successful marketing campaign looks like and what makes it successful.
What's included
7 videos10 readings6 assignments
7 videos•Total 22 minutes
- Welcome to module 3 •2 minutes
- ROI and ROAS calculations •4 minutes
- Introduction to A/B tests •4 minutes
- Perform A/B tests in Google Ads •4 minutes
- Jordan - Interpret A/B test results•3 minutes
- Indicators of a successful marketing campaign •4 minutes
- Wrap-up•1 minute
10 readings•Total 62 minutes
- Determine the ROI of a marketing project •8 minutes
- Activity Exemplar: Make campaign budget decisions•4 minutes
- Step-by-step: Perform A/B tests in Google Ads•4 minutes
- A/B test ad variations and bidding strategies in Google Ads•8 minutes
- How to plan for A/B testing•8 minutes
- Activity Exemplar: Plan for A/B testing•4 minutes
- Other tools for A/B testing•8 minutes
- Monitor A/B test results in Google Ads•8 minutes
- Case study: How Good Boy Studios improves customer acquisition with A/B tests and analytics •8 minutes
- Glossary terms from module 3•2 minutes
6 assignments•Total 144 minutes
- Activity: Make campaign budget decisions•30 minutes
- Test your knowledge: Adjust a media mix and performance goals•12 minutes
- Activity: Plan for A/B testing•30 minutes
- Test your knowledge: Perform A/B tests•12 minutes
- Test your knowledge: Evaluate campaign success•10 minutes
- Module 3 challenge•50 minutes
You will learn how to work with stakeholders by anticipating their needs and communicating progress or results from a campaign. You’ll explore how to analyze, filter, and prepare metrics and insights to share with them. You’ll also practice creating visualizations, presentations, and a dashboard to clearly summarize insights for stakeholders. Near the end of the course, you’ll apply what you’ve learned by presenting a set of practice insights to stakeholders.
What's included
9 videos18 readings10 assignments
9 videos•Total 32 minutes
- Welcome to module 4 •2 minutes
- Work with stakeholders •5 minutes
- Prepare data in spreadsheets: sorting and filtering •5 minutes
- Prepare data in spreadsheets: pivot tables •4 minutes
- Create data visualizations in spreadsheets •5 minutes
- Other tools for data analytics and visualization •4 minutes
- Create effective presentations •3 minutes
- Wrap-up•2 minutes
- Course wrap-up •1 minute
18 readings•Total 98 minutes
- Stakeholder relationships•8 minutes
- Activity Exemplar: Complete a stakeholder communication plan•4 minutes
- Step-by-step: Prepare data in spreadsheets: sorting and filtering•4 minutes
- Data analysis in spreadsheets: sort, filter, and compare •8 minutes
- Step-by-step: Prepare data in spreadsheets: pivot tables•4 minutes
- Data analysis in spreadsheets: pivot tables •8 minutes
- Activity Exemplar: Analyze data using pivot tables •4 minutes
- Step-by-step: Create data visualizations in spreadsheets•4 minutes
- Data visualization in spreadsheets: charts•8 minutes
- Activity Exemplar: Create data visualizations for a presentation•4 minutes
- Make presentations accessible•4 minutes
- Best practices for presenting data•8 minutes
- Activity Exemplar: Present data insights to stakeholders•4 minutes
- Evaluate and improve presentations•8 minutes
- Glossary terms from module 4•2 minutes
- Reflect and connect with your peers•4 minutes
- Course 5 glossary•8 minutes
- Get started on Course 6 •4 minutes
10 assignments•Total 238 minutes
- Activity: Complete a stakeholder communication plan•30 minutes
- Test your knowledge: Stakeholder needs and communication strategies•10 minutes
- Activity: Sort and filter spreadsheet data•30 minutes
- Activity: Analyze data using pivot tables•30 minutes
- Test your knowledge: Spreadsheet features •10 minutes
- Activity: Create data visualizations for a presentation•30 minutes
- Test your knowledge: Charts in spreadsheets •10 minutes
- Activity: Present data insights to stakeholders•30 minutes
- Test your knowledge: Best practices to present data•8 minutes
- Module 4 challenge•50 minutes
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Instructor
Explore more from Marketing
Why people choose Coursera for their career
Learner reviews
- 5 stars
76.82%
- 4 stars
13.74%
- 3 stars
4.49%
- 2 stars
2.53%
- 1 star
2.40%
Showing 3 of 2290
Reviewed on Apr 7, 2023
This course is actually more than great and full of good information! thank you so much to all people who provided us with these valuable materials
Reviewed on Aug 22, 2022
I think this has been the most difficult course in the seven part program, but it was presented in a way to continue learning with added materials and that is very appreciated.
Reviewed on Jan 11, 2025
Covers up the basics in marketing analytics and measurements in just one module. Would really help me kickstart ny career as a marketing executive.
Frequently asked questions
Digital marketing is about connecting people and brands online. Digital marketing uses social media, display advertising, email, search engines, and other online channels to attract and engage customers, encourage them to make purchases, and build customer loyalty.
E-commerce refers to the trading of goods and services over the internet. E-commerce uses online platforms to buy and sell products and services, which includes designing an online store, crafting product listings, conducting market research, fulfilling orders, and analyzing store performance.
Digital marketing and e-commerce specialists perform a variety of tasks related to advertising and selling online. Different companies define these roles in various ways, but there is often overlap between them. Some common responsibilities include planning and creating ads and other content for websites, social media, and email; optimizing content for search engines; analyzing data to gain marketing insights; managing online stores; and creating and updating product listings.
During the pandemic, hiring for digital marketing and e-commerce related jobs boomed as more businesses moved online—between February and April 2020, e-commerce grew more than it had in the previous decade. Research shows that there were 40,000+ digital marketing and e-commerce job openings in the past 12 months in the U.S., and the number of available roles is projected to grow in the coming years. The rise of automation, machine learning, and new technologies in e-commerce and digital marketing means candidates will be expected to demonstrate knowledge in the use of digital technologies, which is currently a skills gap that leaves roles unfilled. People can prepare for jobs in these fields through this new entry-level Google Career Certificate.
More questions
Financial aid available,