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Marketing Analytics

Measure What Matters — Cohort 1

Four weeks turning marketing data into decisions.

Open for enrolment 3 Nov – 1 Dec 2026 Tuesdays & Thursdays, 7:00 PM – 8:30 PM Google Meet

Class schedule

All times are Africa/Accra. Meeting links are shared with enrolled students in their dashboard.

  1. Nov

    3

    1. From business goal to metric

    Tuesday, 7:00 PM – 8:30 PM

    Scheduled

  2. Nov

    5

    2. Events, conversions and UTM discipline

    Thursday, 7:00 PM – 8:30 PM

    Scheduled

  3. Nov

    10

    3. Building a dashboard in Looker Studio

    Tuesday, 7:00 PM – 8:30 PM

    Scheduled

  4. Nov

    12

    4. CAC, ROAS, LTV and retention

    Thursday, 7:00 PM – 8:30 PM

    Scheduled

  5. Nov

    17

    5. Attribution, and why the numbers disagree

    Tuesday, 7:00 PM – 8:30 PM

    Scheduled

  6. Nov

    19

    6. Setting up GA4 and Tag Manager

    Thursday, 7:00 PM – 8:30 PM

    Scheduled

  7. Nov

    24

    7. Final project: dashboard and recommendation

    Tuesday, 7:00 PM – 8:30 PM

    Scheduled

  8. Nov

    26

    8. Audit a real analytics setup

    Thursday, 7:00 PM – 8:30 PM

    Scheduled

What you will learn

  • Set up Google Analytics 4 and Google Tag Manager
  • Define events and conversions that map to business goals
  • Track campaigns properly with UTM parameters
  • Build a clear dashboard in Looker Studio
  • Calculate CAC, ROAS, conversion rate and retention
  • Tell the difference between a real result and noise
  • Present findings and a recommendation to a decision maker