Marketing Analytics & Attribution
Learn to measure marketing the way a junior analytics specialist does: from KPIs and event tracking to GA4, Google Tag Manager, Meta Pixel and Conversions API, UTM governance, attribution, dashboards, Mixpanel funnels and Amplitude retention. You work on one continuous fictional Surat online clothing store, Surat Loom & Lifestyle, using synthetic datasets, a practice website and labelled simulators, so no paid accounts are needed. Twenty practical tasks, ten weekly assignments and a client-ready capstone build a portfolio of verified measurement work. Google Data Studio is the current name of Looker Studio. Nothing in this course promises jobs, income or ranking gains.
- Duration: 12 weeks
- Fee: Rs 14,999 (about Rs 2,500 a month on EMI)
- Field: Digital Marketing
Roles this track prepares you for
- Marketing Analyst
- Digital Analytics Specialist
- Growth Analyst
- Junior Marketing Analyst
- Digital Analytics Executive
- Marketing Reporting Analyst
- Google Analytics Specialist
- Web Analytics Specialist
- Marketing Data Analyst
- Digital Marketing Analyst
Curriculum
- Marketing measurement foundations and KPIs - Start from the business question, not the tool. You learn how a click becomes a measured event, define users, sessions, events and conversions precisely, and turn Surat Loom's goals into KPIs with correct formulas and a requirements sheet.
- How marketing measurement works from click to decision
- Users, sessions, events, conversions and key events
- KPI framework: CTR, CPC, CPA, ROAS and AOV
- Workshop: the measurement requirements sheet (T01)
- Marketing data quality and cleaning - Trustworthy reports start with trustworthy data. You read data dictionaries, find seeded errors in a campaign export, correct what is documented, escalate what is unknown and calculate validated totals. Assignment 1 packages T01 and T02 into a foundation kit.
- Data dictionaries and source validation
- Workshop: clean the campaign dataset (T02)
- Assignment 1 brief: Measurement Foundation Kit (W01)
- Assignment 1 workshop: assemble and self-check the kit
- GA4 architecture and event taxonomy - Learn GA4's building blocks and design the event taxonomy for the store: events, parameters, recommended and custom events, and which actions deserve key event status. You also separate GA4 key events from Google Ads conversions.
- GA4 accounts, properties, data streams and the Google tag
- GA4 events, parameters and key events
- Designing an event taxonomy for an online store
- Workshop: GA4 event and key event plan (T03)
- GA4 reports, acquisition and funnel analysis - Read GA4 acquisition and engagement reports with exact definitions. You compare sources, find weak landing pages and devices, calculate funnel steps with unique users and state what the data cannot tell you. Assignment 2 packages T03 and T04.
- GA4 reports, explorations and funnel metrics
- Workshop: acquisition and conversion analysis (T04)
- Assignment 2 brief: GA4 Tracking and Reporting Kit (W02)
- Assignment 2 workshop: assemble and self-check the kit
- Google Tag Manager and the data layer - See how a button click becomes a GA4 event. You learn GTM containers, tags, triggers and variables, read dataLayer events, plan versions and rollback, and implement an add_to_cart event on a controlled practice website with a local test receiver, which is a simulator.
- GTM containers, tags, triggers and variables
- The data layer and event payloads
- Planning a safe tag rollout: versions, consent and rollback
- Workshop: implement an event on the practice site (T05)
- GTM debugging and tracking QA - Debug like a professional. You use Preview mode and Tag Assistant concepts, read debug logs, spot trigger failures, parameter mismatches and duplicate firing, repair defective rules and prove the fix with before and after payloads. Assignment 3 packages T05 and T06.
- Preview mode, Tag Assistant and a debugging routine
- Workshop: diagnose and repair broken events (T06)
- Assignment 3 brief: GTM Implementation and QA Kit (W03)
- Assignment 3 workshop: assemble and self-check the kit
- Meta Pixel, Conversions API and deduplication - Understand how Meta counts conversions from the browser and the server. You study Pixel events, Conversions API events, event IDs and deduplication, then audit a log where valid pairs, duplicates, mismatched IDs and wrongly named events are mixed.
- Meta Pixel, Events Manager and standard events
- Conversions API, event IDs and deduplication
- Matching browser and server events step by step
- Workshop: audit browser and server events (T07)
- Consent-aware tracking and privacy in India - Measure without bypassing choices. You classify consent states, predict what tags may do under each, find a consent failure in tag logs and recommend compliant fixes. India's DPDP framework is taught with its phased dates, and local legal duties are kept separate from Google Consent Mode. Assignment 4 packages T07 and T08.
- Consent signals, Consent Mode and India's DPDP rules
- Workshop: consent and conversion diagnostics (T08)
- Assignment 4 brief: Pixel and Consent QA Kit (W04)
- Assignment 4 workshop: assemble and self-check the kit
- UTM governance and campaign link library - Create campaign links that report correctly. You learn UTM parameters, naming rules, URL encoding, auto-tagging and redirect pitfalls, then build and validate a fifteen-campaign link library with an explicit rule-based checker.
- UTM parameters and naming rules
- Auto-tagging, redirects and URL pitfalls
- Building and validating UTM links
- Workshop: build the link library and audit the names (T09)
- Source, medium and channel reconciliation - Find out why traffic lands in the wrong channel. You classify source/medium combinations, explain direct and unassigned traffic, correct campaign names and propose governance fixes. Assignment 5 packages T09 and T10.
- Source, medium and channel grouping
- Workshop: fix channel errors and reconcile totals (T10)
- Assignment 5 brief: Campaign Tracking and UTM Governance Kit (W05)
- Assignment 5 workshop: assemble and self-check the kit
- Multi-touch attribution models - Compare how different rules share credit for one order. You build customer journeys, apply first-touch, last-touch and linear classroom models, and learn why attribution credit is not proof of cause. Platform windows, modeled data and incrementality are explained without claiming to reproduce GA4's data-driven model.
- Touchpoints, paths and attribution basics
- Platform attribution windows, modelled data and incrementality
- Calculating first-touch, last-touch and linear credit
- Workshop: compare attribution models (T11)
- Platform and order reconciliation - Explain, do not force, differences between Google Ads, Meta, GA4 and the order ledger. You reconcile unique order IDs, separate transactions from platform conversions, account for windows, time zones, consent gaps, refunds and duplicates, and write an evidence-based memo. Assignment 6 packages T11 and T12.
- Why Google, Meta and GA4 report different sales
- Workshop: cross-platform order reconciliation (T12)
- Assignment 6 brief: Attribution and Reconciliation Kit (W06)
- Assignment 6 workshop: assemble and self-check the kit
- Google Data Studio dashboards - Build a dashboard a client can trust in Google Data Studio, the current name of Looker Studio. You connect sources, create calculated fields, design scorecards, trends and tables, add filters and date controls, and write observations. Where real access is unavailable, a labelled simulator is used.
- Google Data Studio fundamentals (formerly Looker Studio)
- Data sources, fields and calculated fields
- Designing a marketing dashboard that clients trust
- Workshop: build the marketing dashboard (T13)
- Dashboard blending, joins and QA - Stop dashboards from lying. You learn join keys, cardinality, aggregation grain and row fan-out, find a join that inflates spend, repair calculated fields and validate every chart total against its source. Assignment 7 packages T13 and T14.
- Joins, data blending and aggregation grain
- Workshop: repair a broken multi-source dashboard (T14)
- Assignment 7 brief: Data Studio and Client Reporting Kit (W07)
- Assignment 7 workshop: assemble and self-check the kit
- Mixpanel events and product funnels - Move from page analytics to user behaviour. You learn Mixpanel events, properties and identity, define funnel steps and conversion windows, count unique users instead of events, and compare mobile with desktop to find the biggest drop-off.
- Mixpanel events, properties and identity
- Funnel design and conversion windows
- Reading drop-off and device splits
- Workshop: analyse a product funnel (T15)
- Behavioral segments and cohorts - Turn behaviour into segments and cohorts. You define new versus returning buyers, high-intent non-purchasers and repeat purchasers with clear time rules, interpret segment sizes and suggest privacy-safe follow-up. Assignment 8 packages T15 and T16.
- Segments, cohorts and temporal rules
- Workshop: build behavioural customer segments (T16)
- Assignment 8 brief: Product Funnel and Behavioral Analytics Kit (W08)
- Assignment 8 workshop: assemble and self-check the kit
- Amplitude retention and lifecycle analysis - Measure whether customers come back. You learn Amplitude tracking plans, identity and lifecycle ideas, then define cohort entry, Week 0, return events and repeat purchases, calculate period retention and flag incomplete observation windows.
- Amplitude tracking plans, user properties and identity
- Retention definitions, Week 0 and fair windows
- Reading cohort retention tables and curves
- Workshop: build a weekly cohort retention report (T17)
- Product journeys and growth experiments - Turn analysis into decisions. You read product journeys, write a growth hypothesis with primary and guardrail metrics, analyse an experiment dataset with defined exposure and outcome periods and state uncertainty honestly. Assignment 9 packages T17 and T18.
- Customer paths, growth hypotheses and test plans
- Workshop: interpret a growth experiment (T18)
- Assignment 9 brief: Retention and Growth Analytics Kit (W09)
- Assignment 9 workshop: assemble and self-check the kit
- Measurement roadmap and client reporting - Bring all measurement work into one client-ready story. You summarise tracking health, prioritise defects, assign owners and verification, write a thirty-sixty-ninety-day roadmap, then prepare the client report, scope of work and quotation using six freelance package types.
- Measurement audits, issue registers and priorities
- Workshop: build a 90-day measurement roadmap (T19)
- Client reports, scopes of work and freelance packages
- Workshop: write an audit report and proposal (T20)
- Capstone: measurement and attribution system - Integrate Weeks 1 to 9 into the final capstone for Surat Loom & Lifestyle. You reconcile sources, verify mappings and calculations, check attribution assumptions and privacy safeguards, correct unsupported conclusions, finish Assignment 10 and present a portfolio. Resume and interview preparation for analytics roles is included.
- Capstone QA: reconcile sources and verify calculations
- Capstone portfolio, resume and interview preparation
- Assignment 10 brief: Client Delivery Kit (W10)
- Capstone review and structured demonstrations
Frequently asked questions
How long is the Marketing Analytics & Attribution course?
It runs for 12 weeks. It is self-paced online learning from EasySkill Career Academy, Surat.
How much does the Marketing Analytics & Attribution course cost?
The fee is Rs 14,999, or about Rs 2,500 a month on EMI.
What will I build in Marketing Analytics & Attribution?
Every module ends in a graded practical task that AI checks in about 30 seconds, so you finish with a portfolio you can show to employers or clients.
Which roles does Marketing Analytics & Attribution prepare me for?
It prepares you to apply for roles such as Marketing Analyst, Digital Analytics Specialist, Growth Analyst, Junior Marketing Analyst, Digital Analytics Executive. It does not guarantee a job or income.
Can I learn online, or do I have to visit a centre?
You can learn fully online. EasySkill also has centres in Adajan, Vesu and Bhestan, Surat, if you prefer to visit.
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