Ad platforms and email tools report dozens of numbers, and most of them do not say whether the marketing paid off. These marketing analytics courses teach you to calculate the metrics yourself, connect them to margin and decide what to do next, in a spreadsheet that checks every formula.
Digital Advertising Math covers the funnel from impressions to sales (CTR, CVR, CPC, CPM and CPA), keyword reports with SUMIFS, ROAS versus ROI with break-even ROAS and CPA, budget pacing, quality score, attribution models, creative tests and diminishing returns when you scale. Email & Social Media Marketing Metrics covers list health and cohorts, open rate, click rate and click-to-open rate, deliverability flags, engagement rate, content performance, influencer deals and UTM channel reporting. SEO Analytics & Keyword Research Math prioritises keywords, estimates traffic from a CTR curve, analyses Search Console exports and works out SEO ROI, and Customer Analytics: Lifetime Value, Cohorts & Churn builds CLV, cohort tables, retention curves and CAC ceilings from raw orders. For funnels, pipeline forecasts, RFM segmentation and A/B tests, Sales & Marketing Analytics in the Business category is the natural next course. The courses suit marketers, founders, freelancers and agency staff who report on campaigns.
Calculate CTR, CPA and ROAS, roll keyword reports up with SUMIFS, set break-even CPAs, pace budgets, model ad auctions, compare attribution models, test ad creatives and scale audiences, with every cell checked as you go.
Track list health and cohorts, score email campaigns, flag deliverability risks, measure engagement rates and post types, price influencer deals, report channels by UTM and build a monthly KPI report, with every cell checked as you go.
Prioritise keywords, estimate traffic from a CTR curve, forecast ranking gains, score content gaps, analyse search performance exports with weighted averages, find striking-distance queries, summarise backlinks and work out SEO ROI and payback, with every cell checked as you go.
Calculate AOV, purchase frequency and CLV with margin, retention and discounting, build cohort tables from raw orders, chart retention curves, measure churn and survival, set CAC ceilings by segment and predict repeat purchases, with every cell checked as you go.
ROAS vs ROI explained: both formulas, break-even ROAS = 1 ÷ margin, break-even CPA, and why a campaign with a 5.5x ROAS can lose money. Excel example.
ROAS is revenue divided by ad spend. ROI also subtracts the cost of the goods and the other costs, so a campaign can have a ROAS above 1 and still lose money. Digital Advertising Math has a lab on break-even ROAS.
No. The labs use realistic exported data in a browser spreadsheet, so you can practise without an ad account and then apply the same formulas to your own exports.
No. The courses focus on the numbers: measuring, comparing and forecasting campaigns, search traffic and customer value. Creative, copywriting and platform setup are not covered.
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