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

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MBA DM Phase 2: The Agency Simulation

Session 22

Analytics Deep-Dive — GA4, Meta Dashboards & Attribution

Which touchpoint actually deserves the credit?

Today's Agenda

  • Cross-channel attribution models
  • UTM tagging discipline
  • Building an insight memo
  • Deliverable: Insight memo (feeds Session 23 report)

Last-Click vs. Multi-Touch

A customer sees an ad, later searches organically, then converts. Last-click gives 100% credit to search. Multi-touch spreads credit — don't trust single-channel ROAS claims in isolation.

UTM Tagging Discipline

Without UTMs

All traffic looks like "direct" — guesswork.

With UTMs

source/medium/campaign tagged on every link — real channel performance.

Worked Example: Pathshala Tutors

UTM convention:

Link utm_source utm_medium utm_campaign
Meta mock-test ad facebook paid_social ielts_mocktest_2026_11
Welcome email Day 5 newsletter email welcome_flow
Influencer Story instagram influencer riya_mocktest_2026_11

Worked Example: Pathshala Tutors (cont.)

One journey, three views. Sita sees a Meta ad (Monday), searches "pathshala tutors" organically (Wednesday), then clicks a Google ad and books (Friday).

Model Meta Organic Google Ads
Last click 0 0 1
First click 1 0 0
Linear 0.33 0.33 0.33

Under last click, Meta looks worthless and might be cut, even though it started the journey.

Worked Example: Pathshala Tutors (cont.)

Insight memo (extract): "Google Ads drives 50% of last-click leads, but 40% of those leads had a Meta touch earlier. Recommendation: keep Meta at NPR 5,000 and shift NPR 2,000 from broad-match search to brand and remarketing. Expected impact: CPL down from NPR 500 to about 430 within 6 weeks."

Full walkthrough in the session note.

Check: Attribution

Prompt: ask a pair to defend the answer.

Case Reference

Recall the education PPC case as a data baseline for a real optimization cycle.

Reference: Analytics & CRO Reference

Lab: Build Your Insight Memo

  1. Identify top 3 traffic sources & conversion rates
  2. Build a UTM naming convention table for your content links
  3. Write a one-page insight memo: what's working, what's not, one recommendation

Deliverable for Session 22

Insight Memo

Direct input into your Session 23 stakeholder report.

Review Questions 📝

  1. Compare last-click and first-click attribution.
  2. What are the three required UTM parameters?
  3. Why can the conversions reported by Meta and Google Ads add up to more than actual sales?

Apply it: A customer clicks an Instagram ad, opens two emails, and converts via an organic search. Allocate credit under last-click, first-click and linear models, and discuss which channel is at risk of being under-funded.

Thank You!

Open Session 22 Note