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Module 8 · Analytics, Experimentation and the Integrated Campaign

8.1 Web Analytics and the Metrics That Matter

Skills Track

What is really happening on my site and in my campaigns?

Expert interview · coming soon

An expert interview will open Module 8 on video, with captions and a full transcript.

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What this lesson covers

What is really happening on my site and in my campaigns?

  • GA4 events and conversions
  • UTM parameters
  • Vanity metrics vs. decision metrics
  • Dashboards
  • Privacy-aware measurement

Why this matters now

Placeholder for the lesson's opening story: a vivid, real moment where a marketer or small-business owner meets this exact problem.

Client Track8.1 · Optional

Placeholder for the optional Client Track sidebar: how to apply this lesson to a real business, client, campus organization or cause.

Key terms

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Up next

8.2 A/B Testing and Conversion Rate Optimization

Skills Track · How do I know a change worked, and wasn't just luck?