Campaign measurement and attribution caveats

Skills you'll practise

• Calculate delivery, click, conversion and cost metrics from a dashboard
• Calculate CAC, payback period and a simple LTV with stated assumptions
• Explain how last-click, first-click and linear attribution differ
• Report results without overclaiming

Course outline

1. 1.Measurement and attribution caveatsVideo · 2 min
2. 2.Count carefully, claim modestlyLesson · 18 min
3. 3.Reporting results with contextLesson · 14 min
4. 4.Testing what actually caused a resultLesson · 13 min
5. 5.Campaign measurement and attribution caveats: knowledge checkKnowledge check · 22 questions
6. 6.Budget cut based on last-click dataScenario
7. 7.Final exam8 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 practice: planning, measurement and brand consistency
• General business-finance fundamentals (revenue, cost, gross margin, budgets)