Marketing Data Analytics for Campaign Optimisation Training Course

Course overview

Marketing managers are expected to explain which campaigns created demand, which merely collected clicks, and where the next budget should go. Yet campaign data is commonly split across Google Ads, GA4, CRM exports and spreadsheets, with inconsistent naming, unreliable attribution and reports that show activity rather than commercial impact. This course gives managers a practical way to turn channel data into defensible optimisation decisions across paid search, social, email, display and landing-page activity.

Participants learn to define campaign measurement plans, connect business objectives to KPIs, audit data quality and interpret acquisition, conversion and revenue data. They work with GA4 reports and explorations, Google Ads performance data, Excel analysis techniques and Looker Studio dashboards. Core methods include UTM governance, funnel analysis, cohort analysis, segmentation, conversion-rate analysis, attribution comparison, statistical significance checks and budget reallocation models. The emphasis is on deciding what to stop, scale, test or investigate—not simply producing more reports.

Instructor-led sessions combine demonstrations with realistic campaign datasets and manager-level decision scenarios. Participants build a campaign measurement framework, cleanse and analyse channel data, diagnose underperformance, design an A/B test and present an optimisation recommendation supported by evidence. They leave with a reusable Campaign Optimisation Pack: a KPI dictionary, UTM naming convention, dashboard specification, test backlog and 90-day budget-and-action plan that can be adapted to their own marketing operation.

The course is designed for marketing managers who own campaign performance, budgets or agency relationships and need sufficient analytical fluency to challenge reports, brief analysts and make sound decisions without becoming data scientists.

Course objectives

By the end of this course, participants will be able to:

• Define a campaign measurement framework linking business objectives, funnel stages, KPIs and data sources
• Create a UTM naming convention and campaign taxonomy that supports reliable channel reporting
• Audit GA4 acquisition and conversion data for tracking gaps, duplicate events and inconsistent dimensions
• Analyse campaign funnels using segmentation, conversion rates, drop-off analysis and cohort comparisons
• Calculate CPA, ROAS, conversion value and marginal return to support budget allocation decisions
• Compare attribution models and explain how attribution choices alter channel-performance conclusions
• Design an A/B test with a hypothesis, primary metric, sample-size logic and decision rule
• Produce a 90-day campaign optimisation plan supported by a dashboard specification and prioritised test backlog

Benefits of attending

Target competencies

Who should attend

• Marketing Managers — who own campaign budgets and must justify optimisation decisions
• Digital Marketing Managers — who coordinate paid, owned and earned channel performance
• Performance Marketing Managers — who need to diagnose CPA, ROAS and conversion-rate movement
• Campaign Managers — who plan multi-channel activity and require consistent measurement
• Demand Generation Managers — who need to connect campaign engagement with pipeline and revenue outcomes
• Marketing Operations Managers — who govern tracking, reporting processes and agency data inputs

Requirements and prerequisites

Participants should understand the purpose of digital campaigns and be comfortable discussing common measures such as impressions, clicks, conversions, CTR, CPA and revenue. Basic spreadsheet confidence is expected: filtering data, using simple formulas and reading tables or charts in Microsoft Excel. Familiarity with Google Analytics or paid-media platforms is useful but not essential; the course explains GA4 navigation and Google Ads reporting from first principles. Participants do not need SQL, Python, statistics qualifications, data-engineering experience or administrator access to live accounts. Complete beginners should expect a practical introduction to measurement terminology before progressing to applied analysis.

Training methodology

The programme uses short instructor-led briefings followed by guided analysis in GA4, Google Ads, Excel and Looker Studio. Participants work with a realistic multi-channel campaign dataset containing tracking inconsistencies, conversion drop-offs and conflicting attribution signals. Individual exercises build technical confidence, while small-group workshops require participants to defend budget choices and test priorities to a simulated leadership team. Each day closes with a practical artefact, and the final session converts these into a 90-day optimisation plan for application in the participant’s own marketing environment.

Course outline

Day 1: Measurement foundations and campaign data governance

• Business objectives, marketing outcomes and measurement questions
• Full-funnel KPI trees from awareness to revenue
• Leading, lagging and diagnostic campaign metrics
• Campaign taxonomy and UTM parameter design
• Source, medium, campaign and content dimension governance
• Data-source mapping across media platforms, GA4 and CRM exports
• Marketing data-quality checks for completeness, consistency and timeliness

Workshop: Participants create a measurement plan and UTM naming convention for a multi-channel product-launch campaign.

Day 2: GA4 and spreadsheet analysis for campaign diagnosis

• GA4 acquisition reports and traffic-source dimensions
• GA4 events, key events and conversion configuration
• GA4 Explorations for path, funnel and segment analysis
• Landing-page performance and engagement-quality indicators
• Excel data cleaning with tables, filters and duplicate checks
• PivotTables and calculated fields for channel-performance comparison
• Conversion-rate, CPA and ROAS calculations in Excel

Workshop: Participants audit a GA4 and spreadsheet extract, identify tracking issues and produce a channel-performance diagnostic.

Day 3: Segmentation, attribution and investment decisions

• Audience, device, geography and new-versus-returning user segmentation
• Cohort analysis for repeat conversion and retention patterns
• Assisted conversions and cross-channel customer journeys
• Last-click, data-driven, first-click and position-based attribution models
• Attribution bias, platform reporting limitations and incrementality questions
• Marginal CPA and diminishing-return analysis
• Budget reallocation scenarios using conversion value and capacity constraints

Workshop: Participants compare attribution views for a campaign portfolio and recommend a budget shift with stated assumptions.

Day 4: Experimentation and optimisation workflow

• Conversion research from funnel and segment evidence
• Testable hypotheses and prioritised optimisation opportunities
• A/B test structures for ads, audiences and landing pages
• Primary metrics, guardrail metrics and decision criteria
• Statistical significance, confidence intervals and practical significance
• Sample-size considerations and test-duration planning
• Test backlogs using impact, confidence and effort prioritisation

Workshop: Participants design an A/B test card for a low-converting campaign, including hypothesis, metrics, duration and decision rule.

Day 5: Dashboards, stakeholder reporting and 90-day action planning

• Executive dashboard questions and audience-specific reporting
• Looker Studio data connectors, scorecards and date controls
• Campaign performance dashboard layout and metric selection
• Trend charts, tables and filters for investigation workflows
• Narrative reporting from insight to recommended action
• Agency and stakeholder challenge questions for performance reviews
• Ninety-day optimisation roadmaps with owners, milestones and review cadence

Workshop: Participants build a dashboard specification and present a 90-day campaign optimisation plan to a simulated marketing leadership panel.

Tools & standards covered

Google Analytics 4, Google Ads, Microsoft Excel, Looker Studio

A typical training day

Live online deliveries follow the same structure in the East Africa Time zone, with shorter screen blocks and longer breaks.

What the fee includes

How you can take this course

Certification

Participants who complete the full five days receive the Skillset Development Certificate of Completion, stating the course title, course code, dates and delivery format — suitable for professional-development records and employer reimbursement.

Frequently asked questions