M04-06 · AI + Content & Marketing Strategy

Marketing Analytics and ROI Reporting

Teaches students to measure, analyze, and report on marketing performance across all channels with a focus on ROI accountability. Covers GA4 configuration and analysis, monthly client reporting, marketing ROI calculation, AI-assisted pattern recognition with mandatory verification, metric storytelling for non-technical audiences, and UTM tracking discipline.

25 Hours

7 Learning objectives

Evaluate Bloom's ceiling (?)

5 Competencies

What You'll Be Able To Do

Learning Objectives

Objectives

Depth

Analyze website performance using GA4 including traffic source analysis, conversion event tracking, landing page performance, and user flow visualization Analyze
Create monthly marketing reports combining data from GA4, Ahrefs/SEMrush, email platforms, and social analytics into a client-ready presentation with executive summary and specific recommendations Create
Calculate marketing ROI by attributing revenue to channels (organic, email, social, paid) and content pieces, using UTM tracking and platform-native attribution Apply
Evaluate AI-assisted analytics by verifying pattern recognition against actual data, identifying false correlations, and adding contextual judgment Evaluate
Apply UTM tracking standards across all marketing links, maintaining naming conventions and using UTM data to power accurate attribution reporting Apply
Analyze content performance to identify high-impact patterns (content types, topics, formats, posting times) that justify strategic resource allocation decisions Analyze
Understand attribution model differences (last-click, first-click, linear, data-driven) and their implications for how channel performance appears in reports Understand

Levels: Remember · Understand · Apply · Analyze · Evaluate · Create — highest demands most original thinking.

Core Competencies

What You'll Master

GA4 Proficiency

Event configuration, conversion tracking, traffic source analysis, audience segmentation, custom reports, Looker Studio dashboards.

Cross-Channel Reporting

Combining organic, email, social, and paid data into unified reports, consistent metric definitions, apples-to-apples comparison across channels.

ROI Calculation & Attribution

Revenue attribution methodology, UTM tracking discipline, platform-native attribution (Klaviyo revenue, GA4 conversions), cost-per-acquisition calculations.

AI-Assisted Analysis with Verification

Using Claude to identify data patterns, verifying AI-identified trends against raw data, adding human context to prevent false conclusions.

Metric Storytelling

Translating analytics into business decisions, executive summary writing, answering "so what?" for every metric, data-backed recommendations, handling client pushback.

Portfolio Artifact

What You'll Build

Marketing Analytics Report Suite — Student creates a complete monthly reporting package for a simulated client: a GA4-configured analytics dashboard tracking 5+ conversion events, a monthly report with executive summary, channel performance breakdown, top-performing content analysis, and 3 data-backed recommendations; a UTM tracking standard document with naming conventions; an ROI calculation spreadsheet attributing revenue to marketing channels; and a presentation recording walking through the report as if presenting to a client.

Tools You'll Use

Industry Tools, Not Toy Projects

Google Analytics 4

Web analytics platform for traffic analysis, conversion tracking, and user behavior measurement.

Google Search Console

Organic search performance monitoring for impressions, clicks, CTR, and ranking position data.

Ahrefs / SEMrush

SEO analytics platforms for organic performance tracking and competitive benchmarking.

Looker Studio

Dashboard and reporting tool for creating automated, visual marketing performance reports.

Google Sheets

Spreadsheet tool for data analysis, ROI calculations, and cross-platform metric consolidation.

Claude

AI assistant for pattern analysis with verification, report drafting, and analytics interpretation.