META MARKETING ANALYTICS PROFESSIONAL CERTIFICATE

Course 1 – Marketing Analytics Foundation

Week 3: Marketing Measurement and Analytics Tools

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CONTENT

This week you will learn how spreadsheets are used to visualize and analyze data for marketing. You will be introduced to Google Analytics and Facebook Ads Manager and how these tools are used to provide data for marketers to analyze.

Learning Objectives

  • Describe common platforms for online data management and evaluation
  • Navigate Google Analytics and Facebook Analytics

PRACTICE ACTIVITY: GOOGLE SHEETS SIMULATION

1. Use the following scenario and Google Sheets simulation to answer Questions 1-3. The simulation is for you to practice working with Google Sheets. The questions serve as a tool to further reflect on its components and to give practical experience. Use the simulation and questions however you see fit to build your knowledge of how to use Google Sheets for marketing purposes.

Scenario: Inu + Neko have a physical store and a website where they sell toys and food for pets, and you are their marketing analyst. Your manager sends you a report based on some research she did. She conducted surveys of 350 Inu + Neko customers to better understand who they are and what their needs are. Customers were presented with six features of the Inu+Neko product offerings and asked to indicate which is most important to them.

  •     Organic dog food options
  •     Nutrient enriched dog food options
  •     Dog food delivery
  •     A variety of dog food options
  •     Auto delivery of dog food

This information will help you later to market to this audience. Your manager asks whether you can provide her with an easy to understand horizontal bar chart so that she can share her findings with stakeholders. Here is the spreadsheet with the data she provides to you.

Simulation: In this simulation, you will use Google Sheets to create a horizontal bar chart based on the information from the survey responses your manager collected. Clicking the simulation link will open it in a new window.

Meta Analytics C1 W3
Meta Marketing Analytics Course 1 – Week 3
  • True
  • False (CORRECT)

Correct: Nice work!

2. Use the scenario and simulation linked in Question 1 to answer this question.

Which of the following charts accurately represents the results you would like to share with your manager?

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Meta Marketing Analytics Chart 1 – Course 1 – Week 3
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Meta Marketing Analytics Chart 2 – Course 1 – Week 3
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Meta Marketing Analytics Chart 3 – Course 1 – Week 3
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Meta Marketing Analytics Chart 4 – Course 1 – Week 3

Chart 4 (CORRECT)

Correct: That’s right! This data is gathered exclusively online.

PRACTICE QUIZ: ANALYZING AND CATEGORIZING DATA

1. All calculations must be solved with pen and paper then added to a spreadsheet. True or False?

  • False (CORRECT)
  • True

Correct: This is correct! You can use calculated cells to find mathematical solutions for you.

2. Google Sheets and Excel are both valid options for making spreadsheets. True or False?

  • False
  • True (CORRECT)

Correct: This is correct! Both Google Sheets and Excel are good options for creating spreadsheets.

3. A cell always displays exactly what is inside of it. True or False?

  • False (CORRECT)
  • True

Correct: This is correct! A calculated cell will display the result of the equation, and not the actual equation.

4. Which of the following are visualization software? Select all that apply.

  • Tableau (CORRECT)
  • Qlik (CORRECT)
  • Power BI (CORRECT)

Correct: Tableau is a visualization software.

Correct: Qlik is a visualization software.

Correct: Power BI is a visualization software.

5. Excel is the only spreadsheet software. True or False?

  • False (CORRECT)
  • True

Correct: This is correct! There are several other programs to create spreadsheets, including Google Sheets.

6. =SUM( 2, 2 )

If the above is written in a calculated cell, the cell will display:

  • =SUM( 2, 2 )
  • 4 (CORRECT)
  • ERR!

Correct: This is correct. This creates a calculated cell and will display the result of summing 2 and 2.

PRACTICE ACTIVITY: GOOGLE ANALYTICS SIMULATION 1

1. Use the following scenario and Google Analytics simulation to answer Questions 1-3. The simulation is for you to practice working with Google Analytics. The questions serve as a tool to further reflect on its components and to give practical experience. Use the simulation and questions however you see fit to build your knowledge of how to use Google Analytics for marketing purposes.

Scenario: You are the marketing analyst on the Inu + Neko marketing team. You have a brainstorming session with your manager about a plan to offer a curated selection of dog food products for subscribers of your dog food subscription service. Your manager believes it would be best to go with the top four online bestsellers, and she asks you to come up with the list. You decide that you can use Google Analytics to help you.

Simulation: In this simulation, you will use Google Analytics to determine the popularity of Inu + Neko’s products with your current customers. Clicking the simulation link will open it in a new window.

True or False: Instinctive_dog, Wellmost_dog, Ziggies_dog, and Royal Pups_dog are the top 4 selling products for the past 28 days.

  • True
  • False (CORRECT)

Correct: Good job!

2. Use the scenario and simulation linked in Question 1 to answer this question.

What are the best selling products online for the past 28 days? Which four do you list on the memo you are drafting for your manager? (select all that apply)

  • Royal Pups_dog
  • Nuvio_dog
  • Ziggies_dog (CORRECT)
  • Taste of the wilderness_dog (CORRECT)
  • Instinctive_dog (CORRECT)
  • Blue Plate_dog (CORRECT)

Correct: Good job! This is one of the top selling products.

3. Use the scenario and simulation linked in Question 1 to answer this question.

Which of the following product groupings list the four top sellers?

  • Ziggies_dog, Royal_Pups_dog, Blue Plate_dog, Nuvio_dog
  • Instinctive_dog, Natures Best_dog, Ziggies_dog, Organix Plus_dog
  • Taste of the wilderness_dog, Instinctive_dog, Blue Plate_dog, Ziggies_dog (CORRECT)
  • Nuvio_dog, Stan_and_Chester_dog, Nature Best_dog, Wellmost_dog

Correct: Good job!

PRACTICE ACTIVITY: GOOGLE ANALYTICS SIMULATION 2

1. The following simulation is for you to practice working with Google Analytics. The question serves as a tool to further reflect on its components and to give practical experience. Use the simulation and question however you see fit to build your knowledge of how to use Google Analytics for marketing purposes.

Scenario: Inu + Neko have a physical store and a website where they sell toys and food for pets, and you are the marketing analyst on their team. Your manager is curious about the technology your returning users use to navigate the website, because it will help inform how to target people for the subscription product. The product is a dog food subscription service.

Once again you can use Google Analytics to understand your customer’s behavior.

Simulation: In this simulation, you will use Google Analytics to determine what technology your returning customers use to make purchases. Clicking the simulation link will open it in a new window.

Click here to go to the Google Analytics simulation

Based on the information you gathered from Google Analytics, should we target our returning customers through mobile devices or via desktop?

  • Mobile Devices (CORRECT)
  • Desktop

Correct: Good job!

PRACTICE QUIZ: GOOGLE ANALYTICS AND WEB MEASUREMENT

1. I would like to learn more about what content on my site is visited most by my users. Which section of the Google Analytics report could help me with that?

  • The ‘users’ section
  • The ‘engagement’ reports under the ‘life cycle’ section (CORRECT)
  • The event report in the ‘events’ section
  • The ‘retention’ reports under the ‘life cycle’ section

Correct: That is correct. In this section you will find reports on the most popular content, so you can learn which areas of your site are most visited.

2. Which of the following statements correctly describe the data shown in this Google Analytics dashboard (Choose all that apply):

Meta Analytics C1 W3.5
Meta Marketing Analytics Course 1 – Week 3
  • Most users in the past 7 days were new to the site, and over the past 60 days, the largest number of users from outside the US came from Canada.
  • The percentage of new users that found the Merchandise store through referrals is higher than the percentage that found the store based on a cost per click (CPC) campaign.  In the last 30 mins, the site saw more users from Canada than from any other country outside of the US. (CORRECT)
  • Over the past 7 days, the total revenue for the Google Merchandise store was $65K.  Most new users found the site through organic (non-paid) search. Most people who visited the site were from the US. (CORRECT)

Correct: That is correct. In the overview of new users by user medium, we see more new users from referrals than from CPC and in the report on users in the last 30 mins, Canada is the second country with most users.

Correct: That is correct. We find the total revenue in the first overview chart.  We can see that new users came from organic search in the overview of new users by user medium.  And, in the users by country overview we see that most users are from the US.

3. What is the default time frame used for reports in the Google Analytics dashboard?

  • Past month
  • The data are real-time and cover the past 30 mins
  • 7 days (CORRECT)
  • Past 2 weeks

Correct: That is correct. The default reporting is for the past 7 days

PRACTICE ACTIVITY: FACEBOOK ADS MANAGER SIMULATION

1. Use the following scenario and Facebook Ads Manager simulation to answer Questions 1-4. The simulation is for you to practice working with Facebook Ads Manager. The questions serve as a tool to further reflect on its components and to give practical experience. Use the simulation and questions however you see fit to build your knowledge of how to use Facebook Ads Manager for marketing purposes.

Scenario: You are the marketing analyst on the Inu + Neko marketing team. After conducting research on customers’ needs and interests, the team has decided to launch a new product: A monthly subscription with bi-weekly deliveries of organic dog food. They have prepared a Facebook campaign to encourage people to check out the new offering and subscribe. The Facebook campaign ran for 30 days now, and your manager would like for you to evaluate some of the data. She would like to know how many impressions the campaign delivered, costs, CPM over the prior 3-month period and number of new subscriptions.

Simulation: In this simulation, you will use Facebook Ads Manager to access the results of the campaign and provide your manager with the information they requested. Clicking the simulation link will open it in a new window.

Click here to go to the Facebook Ads Manager simulation

How many people subscribed as a result of the entire campaign?

  • 224
  • 324
  • 129
  • 214 (CORRECT)

Correct: Good job!

2. Use the scenario and simulation linked in Question 1 to answer this question.

How many impressions did the campaign deliver in the last 30 days?

  • 32,982
  • 28,242
  • 32,255 (CORRECT)
  • 33,141

Correct: Nice work!

3. Use the scenario and simulation linked in Question 1 to answer this question.

What was the CPM over the past 30 days for the campaign?

  • $23.89
  • $32.39
  • $22.39 (CORRECT)
  • $22.41

Correct: Nice work!

1. Use the following scenario and Google Ads Report to answer Questions 1-4. The report is there for you to practice working with Google Ads. The questions serve as a tool to further reflect on its components and to give practical experience. Use the report and questions however you see fit to build your knowledge of how to use Google Ads for marketing purposes.

Scenario: You are the marketing analyst for Inu + Neko, and the company has recently launched a new product: A monthly subscription with bi-weekly deliveries of organic dog food. Ad campaigns were organized to promote the new offering. The marketing team is seeing quite a bit of traffic and conversions coming in from the search ads. Your manager is getting ready to optimize the keywords they use to attract traffic through search ads and she is asking you for insights on current keyword performance. You can use this Google Ads report to find this.

Report: The following is a Google Ads report. Please read through Questions 1-4 so that you can look for the correct responses while viewing the report.

The report can be seen in the image below, but for a closer examination, please download the pdf version of the report.

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Meta Marketing Analytics Course 1 – Week 3

Which keyword led to the most conversions?

  • Puppy food (CORRECT)
  • Food dog
  • Best puppy food
  • Healthiest puppy food

Correct: Nice work!

2. Use the scenario and report linked in Question 1 to answer this question.

For which keyword was the interaction rate highest?

  • Good dog food
  • Healthiest dog food
  • Good Puppy food (CORRECT)
  • Puppy dog food

Correct: Good job!

3. Use the scenario and report linked in Question 1 to answer this question.

What was the lowest cost per conversion?

  • $18.22
  • $18.85 (CORRECT)
  • $18.90
  • $17.27

Correct: Good job!

4. Use the scenario and report linked in Question 1 to answer this question.

Which keyword was most cost effective in achieving results, in other words, had the lowest cost per conversion?

  • Best dry dog food
  • Best puppy food
  • Puppy dog food
  • Healthiest dog food (CORRECT)

Correct: That’s right! An API is a means of communication for the two websites and can allow data to move back and forth.

PRACTICE QUIZ: FACEBOOK ADS MANAGER AND GOOGLE ADS

1. Which of the following questions can you answer with Facebook Ads Manager reports? (Choose all that apply)

  • What was the click through rate for my Facebook Ads and my search ads on Google
  • How many of the desired actions did people take as a result of my ads on Facebook? (CORRECT)
  • How many impressions did my advertising campaign on Facebook and Instagram have? (CORRECT)
  • How much did I spend on ads on Facebook over the past month? (CORRECT)

Correct: That is correct. Facebook Ads Manager will report the number of results from your ad campaigns.

Correct: That is correct! You can find the number of impressions your ads delivered on Facebook properties (which includes Instagram) over the time of the campaign in your Ads Manager report.

Correct: That is correct. You can see how much you have spent on Facebook advertising in your Ads Manager report

2. Imra at Calla & Ivy wants to understand the results of the advertising campaign she ran on Instagram to promote her flower subscription service. More specifically, she would like to know how much money she had to spend on ads on Facebook to get one subscription. What should Imra do?

  • Imra can look at Google Analytics and see how many people who came to her site ended up there by clicking on a Facebook Ad
  • Imra can use Facebook Ads Manager and look at the ‘budget’ data.
  • Imra can use Facebook Ads Manager and look at the ‘click through rate’ data.
  • Imra can use Facebook Ads Manager and look at the ‘cost per result’ data. (CORRECT)

Correct: That is correct! The cost per result will show Imra how much she spent on advertising to get one result, which in her case would be a subscription.

3. Google Ads reports can be used to understand the results of advertising campaigns on Google. Which of the following is a specific report you can get in Google Ads that you won’t find in Facebook Ads Manager?

  • The Keyword Results Report (CORRECT)
  • Campaign overview report showing the number of impressions and clicks for your campaigns.
  • Website visitor report

Correct: That is correct. Keywords are central to Google Search Ads and Google Ads reports provide you with extensive insights into the keywords you used to show ads. Ads on Facebook are not associated with search keywords, hence you won’t find reports in Facebook Ads Manager related to keywords.

GRADED QUIZ: MARKETING MEASUREMENT AND ANALYTICS TOOLS

1. Web analytics tools can help an analyst learn: (Choose all that apply)

  • The name and address of visitors to a site
  • How they arrived at a site (CORRECT)
  • Information about visitors to a site (CORRECT)
  • How many visitors went to a site (CORRECT)

Correct: That’s right! This is basic information that an analytics tool can provide.

2. When labeling your data, it’s important to…

  • Color code each column
  • Alphabetize your columns
  • Be as descriptive as possible (CORRECT)

Correct: That’s right! That will help you remember the contents and help others easily understand your data.

3. Visualizations are a critical tool of the marketing analyst because…

  • They make data gathering more simple.
  • They automate marketing campaign maintenance.
  • They help an analyst communicate their findings. (CORRECT)

Correct: That’s right! A visualization is more powerful and clear than just showing the raw data.

4. Google Analytics collects data from: (Choose all that apply)

  • Emails
  • Phone Calls
  • Sites (CORRECT)
  • Apps (CORRECT)

Correct: That’s right! The most recent Google Analytics version is more event-focused rather than view-focused in an increasingly mobile device centered market.

Correct: That’s right! The most recent Google Analytics version is more event-focused rather than view-focused in an increasingly mobile device-centered market.

5. If a marketing analyst needs to evaluate the success of an ad campaign in generating sales, a good starting point for gathering insight is…

  • A web analytics tool (CORRECT)
  • An A/B test
  • An outside consultant

Correct: That’s right! An analytics tool can yield valuable insights on who is finding and using a website.

6. If you want to find data on retention rates in Google Analytics, you can look at…

  • The Events section
  • The Life Cycle section (CORRECT)
  • The User section

Correct: That’s right! This section includes information about acquisition, engagement, monetization, and retention.

7. True or false: Facebook Ads Manager can help you determine what is working with an active advertising campaign.

  • True. (CORRECT)
  • False.

Correct: That’s right! Facebook ads manager helps you find any issues while a campaign is running, rather than after it’s completed.

8. A spreadsheet can be used to: (Choose all that apply)

  • Gather data from browsers
  • Run formulae on data (CORRECT)
  • Sort data (CORRECT)
  • Collect data (CORRECT)

Correct: That’s right! This is one of the primary uses of a spreadsheet.

9. True or false: When sorting your data, your column labels are referred to as the header row.

  • False
  • True (CORRECT)

Correct: That’s right! Your column labels will stay at the top of the spreadsheet when you select the option “data has a header row.”

10. Some common data visualization chart types include: (Choose all that apply)

  • Scramble graph
  • Cake chart
  • Line graph (CORRECT)
  • Bar chart (CORRECT)

Correct: That’s right! This is a simple and common way to visualize data.

11. True or false: Google Analytics is free for anyone to use.

  • True. (CORRECT)
  • False.

Correct: That’s right! There is a paid, enterprise-level tier of service, but the toolset can be used on any website.

12. The events section of Google Analytics includes information about: (Choose all that apply)

  • Moments when your site went offline
  • Purchases linked to a certain promotion (CORRECT)
  • Conversions that happened on your site (CORRECT)
  • Specific data about clicks and scrolls (CORRECT)

Correct: That’s right! This is an important type of event that Google Analytics tracks.

13. Some common ways to indicate the end of a conversion include: (Choose all that apply)

  • Error page
  • Thank you, page (CORRECT)
  • Receipt page (CORRECT)
  • Acknowledgement page (CORRECT)

Correct: That’s right! Tracking these end of conversion events can help you pinpoint areas that need attention.

14. True or false: CPM measures the price a business pays to have their ad put in front of users a thousand times.

  • True. (CORRECT)
  • False.

Correct: That’s right! Cost Per Mille tracks the price per thousand views, and is a valuable metric when judging a campaign’s success or failure.

15. When you cannot write a descriptive label for every column, you need to create a legend or code book. True or False?

  • True (CORRECT)
  • False

Correct: Exactly right. It is important that whoever is reading a spreadsheet understands what the data actually means.  If you cannot accomplish this with a label, you have to create a document of one sort or another that explains each column.

16. If you saw that your site visitors jumped on a specific day, what might have happened?

  • It’s probably an error in Analytics tracking.
  • Spikes are normal with organic growth, so it wasn’t affected by just one thing.
  • A post you shared on social media might’ve been shared by others or gone viral, leading to visitors to your site. (CORRECT)
  • You sent out an email newsletter filled with CTAs that link to your site. (CORRECT)

Correct: Correct! That could be a reason for a jump in traffic.

17. Google Analytics lets you see the path by which users move through your site.

  • True. (CORRECT)
  • False.

Correct: Correct! Google Analytics will show you the order in which visitors view your pages and move through your site.

18. What does CPM measure?

  • How much it costs for 1 conversion.
  • How much it costs for 1000 impressions. (CORRECT)
  • How much it costs for 1 click-through.
  • How much it costs for 1 impression.

Correct: Correct! CPM, or Cost Per Mille, is the cost of 1000 impressions.

19. What does CTR measure?

  • Percentage of those commenting on a social media post.
  • Percentage of those clicking on the link in an ad. (CORRECT)
  • Percentage of those signing up for an email list.
  • Percentage of those purchasing an item.

Correct: Correct! CTR, or Click-Through Rate, measures who’s clicking on an ad link.

Previous – Week 2
Next – Week 4

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