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Market track

Marketing Analytics

Measure what marketing is doing, and turn the numbers into decisions.

Intermediate 4 weeks 8 live sessions Live online Enrolling now

Overview

Most marketing reports describe what happened. This course teaches you to explain why, and to say what should happen next.

You set up tracking, build a dashboard, and present findings from real data — the skill that separates a marketer who reports from one who advises.

What you will be able to do

  • 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

Course modules

3 modules · 8 lessons

1 Measuring the right things

  • From business goal to metric Free preview

    Live class

  • Setting up GA4 and Tag Manager

    Live class
2 Collecting clean data

  • Events, conversions and UTM discipline

    Live class

  • Attribution, and why the numbers disagree

    Live class

  • Audit a real analytics setup

    Assignment
3 Reporting and deciding

  • Building a dashboard in Looker Studio

    Live class

  • CAC, ROAS, LTV and retention

    Live class

  • Final project: dashboard and recommendation

    Project milestone

What you walk away with

A working analytics setup and a live dashboard, presented with a written recommendation.

  • Google Analytics 4
  • Google Tag Manager
  • Looker Studio
  • Google Sheets

What you need before you start

  • A laptop
  • A Google account
  • Access to a website or social account with some traffic

Cohorts and schedule

Measure What Matters — Cohort 1

3 Nov 2026 – 1 Dec 2026

Open for enrolment
Class times
Tuesdays & Thursdays, 7:00 PM – 8:30 PM
Instructor
To be announced
Seats
20 of 20 available
Fee
GH₵450.00
Full schedule

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