Summary  
This chapter teaches how to implement code that aggregates raw data and uses arithmetic formulas to compute core performance metrics—such as click-through rate, bounce rate, cost per acquisition, and return on ad spend.  

General domain of usage  
Marketing analytics

A campaign has high CTR but low conversion rate. What is the most likely issue?

Which metrics help diagnose engagement quality before purchase? (Select two)

Gain a structured understanding of how marketing performance is measured, analyzed, and improved across channels. The material covers essential metrics, tracking frameworks, and analytics tools used to evaluate web, SEO, social, paid media, email, and e-commerce performance. It also explores data preparation, dashboarding, attribution models, experimentation, and forecasting. By connecting insights to budget decisions and ROI optimization, the focus shifts from reporting numbers to driving smarter, evidence-based marketing decisions.

Build the essential groundwork for working confidently with marketing data. Explore how performance is measured, how reliable tracking systems are structured, which platforms power modern analytics, and why responsible data handling matters. By the end, you'll understand not just what to measure, but how to collect accurate insights and use them ethically to support smarter marketing decisions.

Break down how performance is measured across key digital channels. Learn how to evaluate traffic quality, engagement signals, paid efficiency, email performance, and online sales behavior. The focus is on understanding how each channel contributes to growth and how to compare them using meaningful, channel-specific metrics.

Here, you'll move from raw numbers to actionable insight. Learn how to structure datasets, build clear dashboards, interpret patterns, automate reporting workflows, and translate findings into decisions. The emphasis is on clarity, accuracy, and turning complex data into strategic direction.

Explore how to evaluate multi-touch customer journeys, run structured experiments, forecast future performance, and allocate budget for maximum return. The goal is to move from reactive analysis to proactive, data-driven decision-making.

Understanding Core Marketing Metrics

Engagement Metrics

Acquisition & Cost Metrics

Value-Based Metrics

1. A campaign has high CTR but low conversion rate. What is the most likely issue?

2. Which metrics help diagnose engagement quality before purchase? (Select two)