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Fundamentals of Digital Ad Tracking

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Digital ad platforms like Facebook and Google have made advertising more affordable and accessible. But just because it’s easy to run ads, doesn’t mean measuring them is a piece of cake. This course will prepare you to successfully track your advertising and get a more results and a better ROI.

If you work in marketing, you’ve probably heard this adage: “Half of the money I spend on advertising is wasted. The problem is I don’t know which half.” It’s an often-repeated quote for a reason. Even today with digital advertising channels providing more data points than we could ever monitor, determining whether a campaign is actually driving purchases or new leads – and at what cost – isn’t easy. It requires set up work, an understanding of the data, and staying on top of developments in the field.

This class will give you the technical background to understand what buzzy terms like “remarketing” and “third-party cookies” mean. It will also provide the practical, hands-on experience you need to set up tracking for your digital campaigns.

Class 1: The basics of ad tracking
(Tuesday Jan. 18th at 1:00pm EST):

  • How has going digital changed ad tracking
  • Different types of digital ads and what we measure for each
  • PCP? CTR? ROI? What do all those acronyms mean

Class 2: Pixels and retargeting
(Tuesday Jan. 25th at 1:00pm EST):
  • How does ad tracking work?
  • What’s the different between 1st party and 3rd party cookies?
  • Retargeting/remarketing? What does it mean?
  • How to build retargeting/remarketing audiences

Class 3: Cross-channel tracking
(Tuesday Feb. 1st at 1:00pm EST):
  • How do you measure ads when you are running many types at once?
  • How to use campaign tagging to track different ad channels
  • Intro to different measurement models: First click vs. last click
  • Intro to cohort tracking

Class 4: Use Google Tag Manager to track website conversions
(Tuesday Feb. 8th at 1:00pm EST):
  • What is Google Tag Manager? How does it work
  • Installing ad pixels
  • How to QA your tracking
  • Overview of more advanced tracking and resources

Class 5: Test ads variations with A/B testing
(Tuesday Feb. 15th at 1:00pm EST):
  • What is A/B testing?
  • How to design a good A/B test
  • Creating an A/B testing culture in your office
Class 6: The future of ad tracking
(Tuesday Feb. 22nd at 1:00pm EST):
  • Is privacy the future? How and why ideas about online privacy are changing
  • How Google and Apple’s big announcements are altering the industry
  • What companies are doing to respond

Upon completion of the course, candidates/participants will receive:

  1. Certificate
  2. Digital Badge
  3. Evaluation

Meet your Instructor:  Emily Patterson founded Bee Measure in 2016 to help nonprofits and government clients understand their audiences and measure their digital outreach. Emily works with fundraising and communications teams, helping them develop the skills and processes they need to make data-driven decisions. Bee Measure’s client list includes Smithsonian, the State of New York, World Wildlife Fund, Better Business Bureau, PBS, Rainforest Alliance and more.

Before starting Bee Measure, Emily was the Sr. Manager for Digital Analytics at Public Broadcasting Service. There, she helped PBS get insight into their diverse audience and create easy-to-use websites and applications. Emily lives in Charlottesville, Virginia, with her husband and dog. When she’s not getting nerdy at work, she enjoys skiing, camping, and reading. She is also a board member for the Social Marketing Association of North America and a chapter lead for the Digital Analytics Association.