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Digital Marketing · Level 5 of 5 · Capstone

Capstone: analytics and strategy

Measure, attribute, and improve a full campaign.

Study notes

  1. Use analytics to see traffic sources, landing pages, and conversions. Set up conversion tracking before you spend on ads.
  2. UTM parameters on links tell analytics which campaign, source, and medium sent the visit.
  3. Return on ad spend (ROAS) is revenue from ads divided by ad spend.
  4. Conversion rate optimization improves the page itself: faster load, clearer headline, fewer form fields, and visible trust signals.
  5. Report what changed, why, and what you will do next. Decisions matter more than dashboards.

Quiz: 6 questions

Choose one answer for each question, then check your answers. Score 5 of 6 to pass. Then enter your name and email to download a PDF certificate and have a copy emailed to you. Answers are graded in your browser.

1. You spent $500 on ads that brought $2,000 in revenue. ROAS is:

2. UTM parameters are used to:

3. When should conversion tracking be set up?

4. Which change is conversion rate optimization?

5. A useful campaign report includes:

6. A landing page is slow on phones. Likely effect?

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