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.

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.

Thank You!

Open Session 22 Note