Global

Reading marketing metrics: Web analytics, attribution and true campaign return

A ready-made course you customise for your organisation, with a live session deck and two surveys. You only add the 10 details that are specific to your organisation.

See the live deckSee the full outline
Try the coursePreview the survey
Length
40 min
Lessons
6 lessons
Frequency
When a team adopts a new analytics tool or dashboard
Last reviewed
21 Oct 2026
Reading web analytics reports
What would you do?

A campaign reached one million people and 200 clicked

Try it: this is one of 18 interactive activities in the course.

What's included

Three pieces that work together

Copy once, get everything. Learners prepare on their own, you answer questions live, and the surveys tell you what stuck.

Self-paced course

Short lessons with real workplace scenarios, not walls of text.

  • 6 lessons, about 40 minutes
  • Sorting activity, scenario, tabs, accordion and quizzes

Live session deck

An AhaSlides presentation to run after the course, in person or online.

  • 10 slides
  • Quiz, poll, word cloud, ranking slides
  • A closing slide for your contacts

Two surveys

Find out what landed, and whether people use it on the job.

  • Post-course feedback, about 2 minutes
  • 30-day check-in
  • Anonymous by default
  • Results feed your next refresher

Learning objectives

At the end of this course, learners can

Each objective and the lesson that covers it.

IDObjectiveSourceWhere it's covered
TO 282.0Achieve ≥ 80% on the final assessment-Whole course
SO 282.1Choose KPIs that match an objective, and tell marketing-driven measures from sales-driven onesBest practiceWhole course
SO 282.2Explain events, conversions and campaign tagging (such as UTM parameters) and why consistent naming mattersBest practiceWhole course
SO 282.3Read a traffic and behaviour report and find where visitors drop offBest practiceWhole course
SO 282.4Compare common attribution models and say what each rewards and ignoresStandard web-analytics attribution modelsWhole course
SO 282.5Calculate ROAS, ROI, cost per order and conversion rate, and explain when a headline number misleads + your infoOrganisation's finance definitionsWhole course

Your part: what a template can't do for you

  • Your workplace details: fill in the 10 highlighted fields so the course describes your own policies, contacts and locations.
  • Records: record completion in your own LMS or record system.

Course outline

6 lessons, about 40 minutes

Minutes per lesson are an estimate, shared out by page count.

ContentInteractiveVideoYou customise
1

The campaign that "won" and lost money

3 pages

7 min
Before you beginNoteList
A strong ROAS and a weak quarterTextImage
Whose number is right?ChecklistKey factQuiz
2

KPIs and tracking foundations

3 pages

7 min
Marketing-driven or sales-drivenTabs
Tagging works only if it is consistentAccordionYour info
CheckSorting activityNoteMatching quiz
3

Reading web analytics reports

3 pages

7 min
Traffic, behaviour, outcomeProcess
Reach is not responseScenarioYour info
Two pagesScenarioQuiz
4

Attribution: who gets the credit

3 pages

7 min
Models in briefTabs
Same journey, different winnerSorting activity
CheckFlashcardsMatching quiz
5

ROAS, ROI, cost per order and conversion rate

3 pages

7 min
The formulas, plainlyAccordionYour info
Work it throughScenario
CheckSorting activityQuiz
6

Diagnose a campaign from a dashboard + final assessment

2 pages

5 min
PracticeTextNote
PracticeQuizKey factNoteButtonYour info

Live deck and surveys

10 slides to run live, two surveys to close the loop

Pink slides are interactive. Both surveys are anonymous; pink questions are written for this course.

ContentTitle, agenda, "bring a report you use
PollWhich number do you trust most when judging a campaign?
Word cloudOne metric that has ever misled you
ContentROAS, ROI, cost per order and conversion rate with the formulas
QuizGood ROAS, a loss overall. Why? ✔ ROAS ignores costs beyond ad spend
QuizLast-click gives all credit to… ✔ the final touch
RankingRank which numbers you would show a finance lead first
Content · customiseCustomise: our metric definitions {{POLICY_LINK}}, tagging guide {{TRACKING_NAMING_GUIDE_LINK}}, dashboard owner {{HELP_CONTACT}}
Open-ended / Q&AA number in your last report you could not fully explain
Content · customiseClosing {{HELP_CONTACT}}, {{SURVEY_2_URL}}, {{COURSE_URL}}
Post-course feedback: 11 questions, about 2 min
  1. Overall rating 5 stars
  2. Relevant, realistic, right length, helpful activities agree/disagree grid
  3. What was most useful? multi-select
  4. Confidence before this course, and now 1-5 scale
  5. How confident are you calculating ROI from campaign data? 1-5 scale
  6. Which metrics do you report today? multiple choice
  7. How are campaign links tagged in your team? multiple choice
  8. I feel able to say a headline number looks misleading. 1-5 scale
  9. One thing we should change or add open text
  10. Would you recommend this course? NPS
30-day check-in
  1. Have you used what you learned since the course? multiple choice
  2. How confident are you today? Compare with day 1 1-5 scale
  3. Do you know where to find the metric definitions and tagging guide? yes / no / not sure
  4. A moment where the training helped, or where you weren't sure open text
  5. Which topics should the next refresher focus on? ranking

Results show whether people use the training on the job, not just whether they finished it.

Make it yours

10 fields to fill in, and you're ready

Everything else is done. These are the details only your organisation knows; each one is highlighted inside the course.

  • Help contact{{HELP_CONTACT}}
  • Policy link{{POLICY_LINK}}
  • LMS or record system{{LMS_OR_RECORD_SYSTEM}}
  • Next course link{{NEXT_COURSE_LINK}}
  • Survey 1 URL{{SURVEY_1_URL}}
  • Survey 2 URL{{SURVEY_2_URL}}
Show all 10 fields
  • Course URL{{COURSE_URL}}
  • Live session URL{{LIVE_SESSION_URL}}
  • Tracking naming guide link{{TRACKING_NAMING_GUIDE_LINK}}
  • Baseline data link{{BASELINE_DATA_LINK}}

FAQ

Common questions

Can I run reading marketing metrics: Web analytics, attribution and true campaign return training online?

Yes. The course is self-paced and online, and the live deck lets you add a live session in the room or online.

How often is this training needed?

When a team adopts a new analytics tool or dashboard, before reporting season, and when a headline number is questioned.

Who needs this training?

Marketing analysts, performance marketers and digital marketers; a variant for marketing managers who commission and interpret reports. Run by L&D with marketing, data and analytics teams, with finance for return definitions.

What records should I keep?

Record completion in your own LMS or record system, so you can show who finished the course and when.

Can I edit the content?

Yes, everything. Change the wording, swap scenarios for ones from your workplace, add your logo, or remove parts that don't apply.

Related templates

Often taught together

All Marketing planning & analytics templates →
Global

From market analysis to marketing plan: Competitor intelligence for practical decisions

Marketing managers · Marketing planning & analytics

40 min
Global

Planning marketing campaigns: From funnel design to measurable kpis

Campaign managers · Marketing planning & analytics

40 min
Global

Marketing fundamentals for non-marketers and New hires: Customers, value and the marketing mix

New marketers · Marketing planning & analytics

40 min
Last reviewed: 21 October 2026Templates are a starting point, not legal advice.

Ready to run it?

Open the live deck to see how the session runs alongside the course and both surveys.

See the live deck