What tools and platforms are taught in the curriculum?

Digital marketing and e-commerce share many of the same tools. Learners will be able to gain knowledge in tools and platforms including Mailchimp, HubSpot, Hootsuite, Constant Contact, Canva, Shopify, Twitter, Google Ads, Google Analytics, Google Search Console, Google Sheets, Google Trends, and Google Spreadsheets.

What background is required?

No prior experience with design or specific tools is required. All you need is an interest in creating great user experiences for apps, websites, and physical products!

Do I need to take the course in a certain order?

We highly recommend completing the courses in the order presented because the content in each course builds on information learned from earlier lessons.

What will I get if I subscribe to this Certificate?

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Assess for Success: Marketing Analytics and Measurement

This course is part of Google Digital Marketing & E-commerce Professional Certificate

Instructor: Google Career Certificates

263,755 already enrolled

Included with Learn more

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4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Define media planning and strategies
Describe what defines a successful marketing campaign
Evaluate metrics against performance goals and make adjustments to a marketing budget or strategy
Create presentations and reports to update stakeholders on the progress or success of a marketing campaign and important insights

Skills you'll gain

Tools you'll learn

Google Analytics

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

28 assignments

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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Build your Marketing expertise

This course is part of the Google Digital Marketing & E-commerce Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from Google

There are 4 modules in this course

Assess for Success: Marketing Analytics and Measurement is the fifth of eight courses in the Google Digital Marketing & E-commerce Certificate. This course explores marketing analytics practices and tools. Digital marketing and e-commerce professionals are expected to analyze data from various sources (such as web pages, digital marketing channels, and e-commerce sites) and use them to gain customer insights. You’ll create media plans and set performance goals. You’ll learn how to measure, manage, and analyze data from marketing campaigns using Google Analytics, Google Ads, and similar tools. Then, learn how to adjust a marketing budget according to insights extracted from key metrics. You’ll use A/B test results to optimize a campaign and identify metrics that define a campaign's success. You will be able to analyze and visualize data and insights in spreadsheets and prepare presentations to share campaign progress or results with stakeholders.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks, while showing you some of the best tools and resources used on the job. Learners who complete the eight courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Plan and allocate the spending of marketing budgets - Describe the unique role of performance goals and key performance indicators (KPIs) in marketing campaigns - Describe how tools like Google Analytics and Google Ads are used to measure website and ad campaign performance - Describe how to determine the return on investment (ROI) or return on ad spend (ROAS) of a marketing project - Prepare, conduct, and analyze the results from an A/B test to optimize a marketing campaign - Apply spreadsheet features like sorting, filtering, and pivot tables to prepare data to be shared - Create charts in spreadsheets for visualization of metrics

You will learn about marketing campaigns and how marketers set performance goals. You’ll also explore media planning and practice creating your own media plan. Finally, you’ll be introduced to common tools used in marketing analytics and how they work.

What's included

13 videos12 readings6 assignments

13 videosTotal 42 minutes

Introduction to Course 52 minutes
Welcome to module 1 1 minute
Media plans and performance goals 3 minutes
What is media planning? 5 minutes
Michael - Gaining understanding through analytics and measurement3 minutes
Set performance goals 5 minutes
Angela - Make data, analytics, and metrics work together for performance3 minutes
Marketing analytics skills 3 minutes
Introduction to Google Analytics 5 minutes
Introduction to Google Ads 3 minutes
Tim - Use marketing analytics data5 minutes
Big data for marketing analytics and automation 3 minutes
Wrap-up 1 minute

12 readingsTotal 80 minutes

Course 5 overview8 minutes
Helpful resources to get started8 minutes
Steps for media planning8 minutes
Cost-related performance goals8 minutes
Activity Exemplar: Set performance goals4 minutes
Resources to learn more about Google Analytics8 minutes
Activity Exemplar: Familiarize yourself with Google Analytics4 minutes
Step-by-step: Introduction to Google Ads4 minutes
Resources to learn more about Google Ads8 minutes
Other tools for marketing and analytics8 minutes
The history of cookies in advertising and e-commerce8 minutes
Glossary terms from module 14 minutes

6 assignmentsTotal 140 minutes

Test your knowledge: Media plans10 minutes
Activity: Set performance goals30 minutes
Test your knowledge: Performance goals for digital marketing10 minutes
Activity: Familiarize yourself with Google Analytics30 minutes
Test your knowledge: Marketing analytics10 minutes
Module 1 challenge50 minutes

You will learn about key metrics and data sources from various platforms. You’ll learn how to use the metrics in Google Analytics and Google Ads to gain insights for marketing campaigns. You’ll also learn how to link data from Google Ads to Google Analytics and export data from both platforms for further analysis.

What's included

8 videos15 readings6 assignments

8 videosTotal 26 minutes

Welcome to module 2 2 minutes
Work with Google Analytics: Monitor metrics 6 minutes
Work with Google Analytics: Create Explorations 4 minutes
Work with Google Ads metrics 3 minutes
Link Google Ads to Google Analytics4 minutes
Export Google Ads and Google Analytics data 3 minutes
Cady - What an analysis of metrics can tell you3 minutes
Wrap-up2 minutes

15 readingsTotal 86 minutes

Get started with Google Analytics8 minutes
Global site tagging and Google Tag Manager8 minutes
Step-by-step: Work with Google Analytics: Monitor metrics4 minutes
Step-by-step: Work with Google Analytics: Create Explorations4 minutes
Variables and tab settings in Google Analytics Explorations8 minutes
Activity Exemplar: Create an Exploration in Google Analytics4 minutes
Step-by-step: Work with Google Ads metrics4 minutes
Get started with Google Ads8 minutes
Dashboards, scorecards, and reports in Google Ads8 minutes
View and apply recommendations in Google Ads8 minutes
Activity Exemplar: Review and apply recommendations4 minutes
Step-by-step: Link Google Ads to Google Analytics4 minutes
Link data for better insights8 minutes
Step-by-step: Export Google Ads and Google Analytics data4 minutes
Glossary terms from module 22 minutes

6 assignmentsTotal 134 minutes

Activity: Create an Exploration in Google Analytics30 minutes
Test your knowledge: Google Analytics 8 minutes
Activity: Review and apply recommendations30 minutes
Test your knowledge: Google Ads metrics 8 minutes
Test your knowledge: Link and export data8 minutes
Module 2 challenge50 minutes

You will investigate the metrics and outcomes that define a successful marketing campaign. You’ll examine different metrics that help you determine the ROI or ROAS of a marketing project so you can make adjustments to improve returns. You’ll also learn how to plan for and conduct an A/B test to optimize a marketing campaign. Finally, you’ll examine what a successful marketing campaign looks like and what makes it successful.

What's included

7 videos10 readings6 assignments

7 videosTotal 22 minutes

Welcome to module 3 2 minutes
ROI and ROAS calculations 4 minutes
Introduction to A/B tests 4 minutes
Perform A/B tests in Google Ads 4 minutes
Jordan - Interpret A/B test results3 minutes
Indicators of a successful marketing campaign 4 minutes
Wrap-up1 minute

10 readingsTotal 62 minutes

Determine the ROI of a marketing project 8 minutes
Activity Exemplar: Make campaign budget decisions4 minutes
Step-by-step: Perform A/B tests in Google Ads4 minutes
A/B test ad variations and bidding strategies in Google Ads8 minutes
How to plan for A/B testing8 minutes
Activity Exemplar: Plan for A/B testing4 minutes
Other tools for A/B testing8 minutes
Monitor A/B test results in Google Ads8 minutes
Case study: How Good Boy Studios improves customer acquisition with A/B tests and analytics 8 minutes
Glossary terms from module 32 minutes

6 assignmentsTotal 144 minutes

Activity: Make campaign budget decisions30 minutes
Test your knowledge: Adjust a media mix and performance goals12 minutes
Activity: Plan for A/B testing30 minutes
Test your knowledge: Perform A/B tests12 minutes
Test your knowledge: Evaluate campaign success10 minutes
Module 3 challenge50 minutes

You will learn how to work with stakeholders by anticipating their needs and communicating progress or results from a campaign. You’ll explore how to analyze, filter, and prepare metrics and insights to share with them. You’ll also practice creating visualizations, presentations, and a dashboard to clearly summarize insights for stakeholders. Near the end of the course, you’ll apply what you’ve learned by presenting a set of practice insights to stakeholders.

What's included

9 videos18 readings10 assignments

9 videosTotal 32 minutes

Welcome to module 4 2 minutes
Work with stakeholders 5 minutes
Prepare data in spreadsheets: sorting and filtering 5 minutes
Prepare data in spreadsheets: pivot tables 4 minutes
Create data visualizations in spreadsheets 5 minutes
Other tools for data analytics and visualization 4 minutes
Create effective presentations 3 minutes
Wrap-up2 minutes
Course wrap-up 1 minute

18 readingsTotal 98 minutes

Stakeholder relationships8 minutes
Activity Exemplar: Complete a stakeholder communication plan4 minutes
Step-by-step: Prepare data in spreadsheets: sorting and filtering4 minutes
Data analysis in spreadsheets: sort, filter, and compare 8 minutes
Step-by-step: Prepare data in spreadsheets: pivot tables4 minutes
Data analysis in spreadsheets: pivot tables 8 minutes
Activity Exemplar: Analyze data using pivot tables 4 minutes
Step-by-step: Create data visualizations in spreadsheets4 minutes
Data visualization in spreadsheets: charts8 minutes
Activity Exemplar: Create data visualizations for a presentation4 minutes
Make presentations accessible4 minutes
Best practices for presenting data8 minutes
Activity Exemplar: Present data insights to stakeholders4 minutes
Evaluate and improve presentations8 minutes
Glossary terms from module 42 minutes
Reflect and connect with your peers4 minutes
Course 5 glossary8 minutes
Get started on Course 6 4 minutes

10 assignmentsTotal 238 minutes

Activity: Complete a stakeholder communication plan30 minutes
Test your knowledge: Stakeholder needs and communication strategies10 minutes
Activity: Sort and filter spreadsheet data30 minutes
Activity: Analyze data using pivot tables30 minutes
Test your knowledge: Spreadsheet features 10 minutes
Activity: Create data visualizations for a presentation30 minutes
Test your knowledge: Charts in spreadsheets 10 minutes
Activity: Present data insights to stakeholders30 minutes
Test your knowledge: Best practices to present data8 minutes
Module 4 challenge50 minutes

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Google

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Frequently asked questions

Digital marketing is about connecting people and brands online. Digital marketing uses social media, display advertising, email, search engines, and other online channels to attract and engage customers, encourage them to make purchases, and build customer loyalty.

E-commerce refers to the trading of goods and services over the internet. E-commerce uses online platforms to buy and sell products and services, which includes designing an online store, crafting product listings, conducting market research, fulfilling orders, and analyzing store performance.

Digital marketing and e-commerce specialists perform a variety of tasks related to advertising and selling online. Different companies define these roles in various ways, but there is often overlap between them. Some common responsibilities include planning and creating ads and other content for websites, social media, and email; optimizing content for search engines; analyzing data to gain marketing insights; managing online stores; and creating and updating product listings.

During the pandemic, hiring for digital marketing and e-commerce related jobs boomed as more businesses moved online—between February and April 2020, e-commerce grew more than it had in the previous decade. Research shows that there were 40,000+ digital marketing and e-commerce job openings in the past 12 months in the U.S., and the number of available roles is projected to grow in the coming years. The rise of automation, machine learning, and new technologies in e-commerce and digital marketing means candidates will be expected to demonstrate knowledge in the use of digital technologies, which is currently a skills gap that leaves roles unfilled. People can prepare for jobs in these fields through this new entry-level Google Career Certificate.

By the end of this certificate, learners will be equipped with the skills required for the following entry-level roles, among others: Digital Marketing Coordinator, Marketing Assistant/Associate/Specialist, Marketing Manager, Search Engine Optimization Specialist / Analyst, Search Engine Marketing Specialist/Analyst, Paid Search Specialist, Content Specialist,Media Coordinator, Media Planner, Email Marketing Specialist, E-commerce Associate, and E-commerce Analyst.

You’ll learn these job-ready skills in our program through interactive content (discussion prompts, quizzes, and activities) in under six months, with less than 10 hours of flexible study a week. Along the way, you’ll work through a curriculum designed with input from top employers and industry leaders. You’ll even have the opportunity to complete a portfolio that you can share with potential employers to showcase your new skill set. After you’ve graduated from the program, you’ll have access to career resources and be connected directly with employers hiring for open entry-level roles in digital marketing and e-commerce.

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.