This program focuses on moving beyond traditional reporting and overreliance on Return on Ad Spend, or ROAS, toward building an integrated measurement and attribution system.
You will learn how to collect data in a structured way, understand why numbers differ across advertising platforms, connect analytics data to actual business revenue, and combine different measurement approaches to understand the role and performance of each channel, platform, and tool throughout the marketing process.
The goal is to allocate budgets more effectively and verify the true impact of marketing campaigns on sales.

What You’ll Learn

1. Understand the structural flaws of relying on ROAS alone.
2. Measure the true incrementality generated by marketing activities and answer the question What would have happened without this spend?
3. Build a privacy-compliant tracking stack using GA4, Google Tag Manager, Consent Mode v2, and Server-Side Tagging.
4. Reconcile data from different advertising platforms.
5. Identify duplicated conversions and double counted sales across platforms.
6. Use Shapley values to distribute conversion value across different touchpoints
7. Combine Multi-Touch Attribution, Marketing Mix Modeling, and Incrementality.
8. Analyze channel performance based on result volume and efficiency.
9. Distinguish between channels that support Demand Creation and channels that support Demand Capture.
10. Connect campaign data to revenue using Enhanced Conversions.
11. Build decision-driving dashboards and reports using GA4, Looker Studio, BigQuery, and Google Sheets.