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Module 7

Analytics & Reporting

PRC 112: Digital Marketing Practicum

Faculty of Management Studies • Pokhara University

Duration: 1.15 hours

Session Objectives

  • ✅ Set up Google Analytics 4 (GA4)
  • ✅ Understand key metrics (Users, Engagement, Conversions)
  • ✅ Master UTM parameter tracking
  • ✅ Create actionable reports & measure ROI

Why Analytics Matters

"You can't improve what you don't measure."

  • 🔍 Understand your audience
  • 📊 Track marketing effectiveness
  • 💰 Measure ROI
  • 🚀 Make data-driven decisions

Part 1: Google Analytics 4 (GA4)

What is GA4?

  • Event-based tracking
  • Privacy-focused
  • Cross-platform (Web + App)

Setup Steps:

  1. Create Account at analytics.google.com
  2. Create Property (Web)
  3. Get Measurement ID (G-XXXXXXXX)
  4. Add to website <head>

Essential Metrics

Metric Definition
Users Total unique visitors
Engagement Rate % of engaged sessions (10s+ or 2+ pages). Replaces Bounce Rate.
Conversions Valuable actions (Leads, Sales, Signups)

Part 2: UTM Tracking

UTM Parameters: Tags added to URLs to track exactly where traffic comes from.

The 3 Must-Haves:

  • utm_source: Where? (facebook, google, newsletter)
  • utm_medium: How? (cpc, social, email)
  • utm_campaign: Why? (summer_sale, launch)

Building UTM Links

Use Google's URL Builder:

Example:

yoursite.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=promo

Rule: NEVER use UTMs on internal links (links within your own site)!

Part 3: Reporting & ROI

ROI = [(Revenue - Cost) ÷ Cost] × 100

Example:

  • Spent: NPR 10,000
  • Earned: NPR 35,000
  • Profit: NPR 25,000
  • ROI: 250%

Hands-On Activity: Analytics Setup

Tasks (20 mins):

  1. GA4: Create account & get tracking code (or use Demo Account)
  2. UTM: Create 3 tracking links for your project using URL Builder
  3. Report: Identify top 3 traffic sources in GA4 (Acquisition Report)

Common Mistakes

  • ❌ Not filtering internal traffic (your own visits)
  • ❌ Using UTMs on internal links
  • ❌ Focusing on "Vanity Metrics" (Likes/Pageviews) instead of Conversions
  • ❌ Not tracking costs (cannot calculate ROI)

Thank You!

Data Driven Marketing Wins

Next: Module 8 - Final Project

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