Session 22: Analytics Deep-Dive — GA4, Meta Dashboards & Attribution

Block 4: Email Automation, Influencer Briefs, Analytics & Finalizing A2

View lecture slides: Session 22 Slides

1-Hour Lecture (Theory & Strategy)

  • Phase 1 introduced GA4/Meta Insights reading. Now: cross-channel attribution — which touchpoint gets credit when a customer sees an ad, later searches organically, then converts? Last-click vs. multi-touch views, and why managers should distrust single-channel ROAS claims in isolation (recall the home services stack case’s “separate layers” lesson).
  • UTM tagging discipline: every campaign link tagged with source/medium/campaign so channel performance isn’t guesswork.
  • Read the full theory here: Intro to Web Analytics, Google Analytics Tools, and Key Metrics.
  • Recap the Phase 1 reference: Analytics & CRO Reference.

1-Hour Lab (Agency Execution)

  1. Using your Phase 1 GA4/Meta data (or the sample dashboard data provided by your instructor), identify the top 3 traffic sources and their conversion rates.
  2. Build a simple UTM naming convention table for your Session 13 content calendar links (source, medium, campaign name).
  3. Write a one-page insight memo: what’s working, what’s underperforming, and one specific, evidence-based optimization recommendation with an expected KPI impact.
  4. Local data baseline: Compare your findings against the Education PPC case for what a real optimization cycle looked like.

Deliverable: Insight Memo (feeds Session 23 report)

A data-driven insight memo — direct input into your Session 23 stakeholder report.