Free ebook on marketing analytics: measure CAC, ROAS, LTV, attribution, campaign performance, and dashboards for better decisions.
Free ebook content
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Marketing Analytics Foundations: Measure What Matters
+ Exercise: Which statement best reflects a decision-oriented approach to marketing analytics?
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Measurement Setup: Goals, Events, and Conversion Definitions
+ Exercise: Which approach best prevents misleading channel comparisons when defining and reporting conversions?
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Core Marketing Metrics: CAC, ROAS, LTV, and Conversion Rate
+ Exercise: A campaign’s ROAS rises after introducing heavier discounts, but the business suspects profit may not have improved. Which metric or approach best checks whether the ads are truly generating enough value beyond revenue?
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Channel Measurement: Comparing Search, Social, Email, and Organic
+ Exercise: When comparing channel performance fairly, which approach best reduces misleading averages caused by different channel mechanics?
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Attribution Basics: How Credit Is Assigned and Why It Changes Decisions
+ Exercise: For weekly cross-channel reporting where you want one consistent rulebook across channels, which approach is recommended?
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UTM Tagging and Campaign Tracking: Make Your Data Usable
+ Exercise: You want to compare performance between two ads that share the same source, medium, and campaign but use different creatives (e.g., video vs image). Which UTM parameter should you use to distinguish the creatives?
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Dashboards That Answer Questions: KPIs, Breakdowns, and Filters
+ Exercise: Which dashboard design best supports making decisions quickly when a key metric changes?
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Interpreting Results Without Vanity Metrics: Context, Benchmarks, and Cohorts
+ Exercise: When overall conversion rate drops between two weeks, but each channel’s conversion rate is essentially unchanged, what is the most likely explanation and best next step?
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Experimentation and Incrementality: Testing What Actually Works
+ Exercise: In an incrementality test, what best represents the estimated incremental lift?
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Weekly Marketing Reporting Framework: From Data to Decisions
+ Exercise: In a weekly marketing reporting framework, which approach best turns last week’s performance into clear decisions for this week?
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Common Data Pitfalls and Quality Checks in Marketing Analytics
+ Exercise: After a site release, you notice a sudden rise in “direct” traffic and more “(not set)” values. Which issue is the most likely cause to investigate first?
About the free ebook
Marketing Analytics for Beginners: Measure What Matters and Make Better Decisions
This free ebook introduces practical marketing analytics for people who need to turn campaign data into confident business decisions. Learn how to focus on meaningful measurement instead of chasing clicks, impressions, and other vanity metrics.
Build a measurement system you can trust
Start by connecting business goals to clear conversion definitions, events, and KPIs. The ebook explains essential metrics such as customer acquisition cost (CAC), return on ad spend (ROAS), lifetime value (LTV), and conversion rate, so you can evaluate performance with greater context.
Compare channels and track campaigns consistently
Understand how search, social media, email, and organic channels can be measured fairly. You will also learn why consistent UTM tagging matters and how campaign tracking makes reporting more reliable and actionable.
Make better decisions from real results
Explore attribution basics, dashboard design, cohort analysis, benchmarks, and filters that help answer specific marketing questions. The ebook shows how to interpret results carefully, identify data-quality problems, and avoid conclusions based on incomplete information.
Test what creates impact
Use experimentation and incrementality principles to assess whether marketing activity truly drives outcomes. Apply a practical weekly reporting approach to communicate findings, prioritize opportunities, and decide what to improve next.
What you will be able to do
- Define metrics that align with marketing and business goals.
- Track campaigns with usable, consistent data.
- Evaluate channel performance beyond surface-level numbers.
- Create reports that support clear next actions.
This ebook is designed as a practical starting point for building a stronger, more evidence-based digital marketing process.
How do CAC, ROAS, and LTV work together in marketing analytics?
CAC shows acquisition cost, ROAS shows advertising revenue efficiency, and LTV estimates long-term customer value. Together, they help assess sustainable growth.
Why are UTM parameters important for campaign reporting?
UTM parameters identify campaign source, medium, and content, making traffic and conversion data easier to classify and compare.
What is incrementality in digital marketing?
Incrementality measures the additional outcomes caused by marketing activity, rather than outcomes that would have happened anyway.
This ebook includes:
11 content chapters
Digital certificate of course completion (Free)
Exercises to train your knowledge
100% free, from content to certificate
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