Assignment 7: Analytics & Reporting

Objective

Implement a robust analytics setup using Google Analytics 4 (GA4) and UTM parameters to track and report on your digital marketing performance.

Instructions

  1. GA4 Setup & Configuration
    • Setup: Install GA4 on your website and verify data collection.
    • Events: Configure at least 2 custom events (e.g., button clicks, form submissions).
    • Metrics: Define 5 key metrics (e.g., Users, Engagement Rate) relevant to your goals.
  2. UTM Tracking
    • Create Links: Generate 5 UTM-tracked URLs for your social media or email campaigns.
    • Structure: Use consistent naming for utm_source, utm_medium, and utm_campaign.
  3. Performance Reporting
    • Dashboard: Create a simple custom report or dashboard in GA4 (or Looker Studio).
    • Analysis: Analyze your traffic sources and user behavior.

Deliverables

Submit a single PDF document containing:

  • ✅ GA4 Setup: Screenshots of your Property ID and Real-Time report.
  • ✅ Events & Metrics: List of your 5 metrics and screenshots of your 2 configured events.
  • ✅ UTM Tracking: List of your 5 generated UTM URLs.
  • ✅ Report: Screenshot of your dashboard showing traffic sources and key metrics.

Submission Guidelines

  • Format: PDF
  • Naming: M7-Assignment-YourName.pdf
  • Due: End of Module 7
  • Submit via: Google Classroom

Evaluation Criteria (10 points)

  • GA4 Setup (3 pts): Correct installation and verified data collection.
  • Events & Metrics (3 pts): Meaningful metrics defined and custom events working.
  • UTM & Reporting (4 pts): Correctly structured UTM links and a clear, useful dashboard.

Common Mistakes to Avoid

  • Reporting numbers without interpretation: every chart needs a “so what” sentence.
  • Leading with vanity metrics (impressions, followers) instead of your North Star and conversions.
  • Comparing periods of different lengths, or ignoring festivals and holidays that affect traffic.
  • Recommendations that do not follow from the data shown.

Resources