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Analytics for Marketers
Most businesses either ignore their analytics or drown in them. By the end of this course you'll run a 15-minute weekly review, mine Search Console for your next 90 days of content, and know exactly which marketing actually caused the sale.
No prerequisites — pairs well with Content Strategy.
Your analytics already know which marketing works — they're just waiting for someone to ask the right questions. In six modules you'll go from dashboard-drowning to a 15-minute weekly review, a Search Console goldmine feeding your content plan, and a quarterly review that actually sets direction. Stop guessing what works. Start knowing.
What you’ll learn
- Set up Google Analytics 4 with the events, key events, and clean data your reports depend on
- Run the 15-Minute Review every week — three reports, one decision, no drowning
- Mine Search Console with the Content Goldmine workflow to plan 90 days of content from real demand
- Build a one-page Decision Dashboard and run a quarterly review that sets next quarter's plan
Is this for me?
Who is this course for?
Anyone responsible for marketing who suspects their numbers could tell them more than they do. You don't need to be technical — if you can follow a recipe, you can follow the setup steps and the review scripts in this course.
Do I need a big site or lots of traffic?
No. Small data reviewed weekly beats big data reviewed never. The 15-Minute Review works with a hundred visitors a week, and the setup steps in Module 1 mean your data is clean and ready by the time traffic grows.
How is this different from Google's own tutorials?
Google teaches you where the buttons are. This course teaches you which three reports to open, what good looks like, and what to do about it — the decisions, not just the dashboards. Every module ends with something you'll actually change.
Module 0
Module 0: Start Here
Analytics without a plan is just expensive decoration. This module sets the mindset the whole course runs on: every number you look at has to answer a question you actually have — and change something you actually do.
Module 1
Module 1: Setup Right
Bad setup means bad data, and bad data means bad decisions with total confidence. This module gets your Google Analytics 4 foundation right: the property, the events that matter, key events, and the cleanup that keeps your numbers honest.
Module 2
Module 2: The Reports That Matter
GA4 has dozens of reports. You need three. This module teaches the exact clicks for your 15-Minute Review: where your traffic comes from, what people actually do, and whether any of it turns into leads.
Module 3
Module 3: Search Console Gold
Google Search Console tells you exactly what people typed before they found you — and what they typed when they didn't click. This module turns those queries into your content plan with the Content Goldmine workflow.
Module 4
Module 4: Attribution
Somebody buys. Which of your marketing gets the credit? Get this wrong and you'll starve the channels that started the sale while overfeeding the one that finished it. This module shows you what actually caused the sale.
Module 5
Module 5: The Quarterly Review
Weekly reviews keep you on course; quarterly reviews change the course. This module builds your Decision Dashboard and walks the full quarterly ritual: what to measure, how to decide, and how to turn it into next quarter's plan.
Choose your track
Not everyone needs the same path. Pick the one that fits where you are.
Setup track
Modules 0–1: the mindset and the full GA4 foundation — property, events, key events, clean data, audiences. Do this first if your analytics are new, broken, or a mystery. Nothing in the later modules works without it.
Steady track
All modules in order, one per week. Install the 15-Minute Review habit in Module 2, run your first Goldmine pass in Module 3, and build the Decision Dashboard in Module 5. Six weeks to a complete analytics loop.
Content track
Modules 0, 3, and 4: the Content Goldmine workflow, CTR surgery, and ranking your content by leads created instead of views. For creators and bloggers who want their content decisions driven by data, not hunches.
Your build brief
Everything you write in the build brief prompts across this course's modules collects here. Download it as a designed PDF — and we keep a copy too, so when you're ready for us to build it for you, we already know exactly what you want.
Your answers save automatically as you type — on this device and to your signup email.
Teardown: one weak report, one strong report
The weak monthly report: "Traffic is up 12% this month! Pageviews hit 48,000, social followers grew by 300, and average session duration is up. Great month for the brand." Four numbers, zero decisions. Traffic is up — from where? Pageviews — of what? Followers — who never buy? Nothing in this report tells anyone what to do on Monday morning. It's a press release, not an instrument.
The strong monthly report: "Leads are up 18% — 42 vs 35 last month. Organic search drove 60% of them, up from 45%, after the pricing-page title rewrite in week two. The three new blog posts brought 1,200 sessions but 11-second average engagement and zero leads — wrong audience, pausing promotion. Decision: double internal links to the pricing page, rewrite the top Goldmine query titles, kill the /old-services page (no traffic, no leads, two quarters running)."
Run the three-question test on both. The weak report's numbers fail instantly: pageviews double — do what? Nothing. Followers double — do what? Nothing. The strong report's numbers all pass: leads per channel doubles — send more budget there. A page converts at 3% — promote it. A page gets traffic but no leads — fix the offer or stop promoting it. Every number in the strong report is attached to a verb.
What most people would get wrong: they'd try to fix the weak report by adding more numbers — more charts, more metrics, a fancier dashboard. More numbers never fixed a report with no decisions in it. The problem isn't quantity, it's that nobody asked what decision the report exists to support. This is Module 0's whole point: the question comes first, the numbers serve it.
The lesson: a strong report is short because it's decisive. Leads by channel, conversion rate where it matters, what changed and why, and what you'll do about it. That's the 15-Minute Review grown up — and once you've written one, you'll never send a vanity report again.
Want this done for you?
Rather do it with us? Our Analytics Setup ($997) — GA4 configured, goals tracked, and your decision dashboard built for you.
See done-for-you services