Course Outline 

Module 1: Introduction to Digital Campaign Tracking

• Campaign tracking fundamentals

• KPIs and metrics for digital campaigns (CPC, CAC, ROAS, CLV)

• Setting up UTM parameters for multi-channel tracking
  Case Study: Designing a campaign tracking framework for a product launch

Module 2: Google Analytics 4 for Campaign Measurement

• Configuring GA4 properties for campaign tracking

• Event setup and conversion tracking

• Audience segmentation and funnel analysis
  Exercise: Set up campaign tracking in GA4 for a live campaign

Module 3: Google Tag Manager Implementation

• Introduction to GTM containers, tags, triggers, and variables

• Deploying GA4 and Ads tracking via GTM

• Debugging and validating tags
  Case Study: Implementing GTM to track form fills and button clicks

Module 4: Tracking Paid Media Campaigns

• Google Ads conversion tracking

• Facebook, LinkedIn, and Twitter (X) Ads pixel setup

• Cross-platform campaign measurement
  Exercise: Compare ad performance across multiple platforms

Module 5: Tracking Organic & Email Campaigns

• Measuring SEO performance in GA4

• Tracking email campaigns with UTM and CRM integration

• Multi-touch tracking for newsletters and inbound campaigns
  Case Study: End-to-end measurement of an email-to-landing page campaign

Module 6: Attribution Models & Customer Journeys

• Rule-based vs. data-driven attribution

• Using GA4’s data-driven attribution

• Multi-channel funnels and assisted conversions
  Exercise: Apply different attribution models to campaign ROI analysis

Module 7: Building Dashboards in Power BI & Looker Studio

• Connecting campaign data sources (GA4, Ads, CRM, social)

• Building interactive dashboards with KPIs and visual storytelling

• Automating campaign reporting
  Practical: Create a live campaign performance dashboard in Power BI

Module 8: AI & Predictive Campaign Analytics

• Using AI tools for campaign forecasting

• Predictive metrics: churn, ROAS, lifetime value

• Leveraging machine learning for optimization
  Case Study: Applying predictive insights to reallocate campaign budget

Module 9: Troubleshooting & Governance

• Common campaign tracking errors and how to fix them

• Data governance and standardization practices

• Compliance with GDPR, CCPA, and consent frameworks
  Exercise: Troubleshoot a broken campaign tracking setup

Module 10: Capstone Project – Campaign Measurement Framework

• Design and implement a complete digital campaign tracking system

• Build an attribution-based performance dashboard

• Present campaign insights for decision-making
  Capstone Project: Full setup of multi-channel campaign tracking and reporting framework