Marketing analytics basics
Read a funnel, use rates as well as counts, compare periods fairly, tag campaign links consistently and report numbers without overstating them.
- Level
- Beginner
- Length
- About 50 minutes
- Contents
- 3 lessons · 1 video · final exam
- Status
- Published · updated 1 Oct 2026
Skills you'll practise
- Calculate step and overall conversion rates from a funnel
- Explain why a rate and a count can tell different stories
- Compare two periods fairly, accounting for spend and other changes
- Tag campaign links with consistent UTM parameters
- Recognize results based on too little data or on correlation alone
Course outline
- 1.Marketing analytics basicsVideo · 3 min
- 2.Funnels, rates and countsLesson · 16 min
- 3.Comparing periods and tagging campaignsLesson · 15 min
- 4.Small numbers, causes and honest reportsLesson · 14 min
- 5.Marketing analytics basics: knowledge checkKnowledge check · 19 questions
- 6.Marketing analytics basics: practical exerciseKnowledge check · 1 question
- 7.Final exam10 questions · passing it completes the course, so people who already know the material can test out
Sources it draws on
The lessons and questions are written from these references, so learners can go back to the original.
- General marketing analytics practice: funnels, rates, campaign tagging and honest reporting
See it with your own jobs and topics
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