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Digital measurement and analytics course

Digital Measurement & Analytics

Track metrics that matter for your brand! Join this practical course to acquire frameworks, metrics and tools to measure the success of your digital campaigns.

Benefits of Attending

Best Practices &

Pitfalls to Avoid

Practical Strategies you can Apply Instantly

Get your Questions Answered by the Trainer

Hands-on Exercises for Practical Application

Real-Life Examples of What Works & What Doesn't

Pre-course Assessment & Course Slides

Learning Outcomes

  • Understand how to set up business objectives and KPIs

  • Learn the fundamentals of Google Analytics

  • Learn how to measure brand objectives

  • Understand E-Commerce analytics and measurement

  • Understand B2B analytics and measurement

  • Understand Facebook advertising measurement

  • Understand Google Ads measurement

  • Acquire A/B testing fundamentals

Online Format

6 hours instructor-led

Divided into 2 sessions,

3 hours each




Receive an e-certificate of completion

Course Fee

SGD 400 per pax

Run this course in-house

Min 4 pax

Questions? Drop us a note!

Sotirios Seridis
Sotirios Seridis
Founder, XYZ Lab

Experienced performance marketing professional and digital marketing trainer with 12 years of multi-national experience working with leading media agencies and corporations on performance marketing, digital analytics, and marketing automation.

Digital marketing experience:

  • 12 years in digital marketing x digital strategy x digital analytics

  • Built x2 performance marketing departments from the ground-up

  • Worked with agencies like Mediacom, Wavemaker, Essence, PHD, HAVAS

  • Worked with Unilever, Volkswagen, Etihad Airways, Google and various Fortune 500 companies

  • Hands-on and best-in-class at paid search, paid social, digital analytics, SEO, e-commerce

  • Vertical expertise: Education, travel, hospitality, online marketplaces, automotive, financial services, real estate, e-commerce retail, FMCG retail, entertainment, food & beverage

Trainer experience:

  • Former Business Education Trainer at Facebook (via Rubicor)

  • Trained over 20 company and agency teams in Google Ads, SEO, analytics and paid social

  • Trained over 100 career changers in digital marketing, enabling them to secure a role in tech

  • Up-skilled over 500 individuals in digital marketing and analytics across SEA

Course Agenda

Session 1: Business Objectives and KPIs

Understand how to set up business objectives and KPIs. Learn the fundamentals of Google Analytics. Find out how to measure brand objectives.

  • Objectives laddering [framework]

  • OKRs (Objectives and Key Results)

  • Google Analytics fundamentals

  • Brand measurement

  • Activity: Objectives laddering [framework]

Session 2: E-Commerce Analytics and Measurement

Understand how to track and measure E-Commerce performance.

  • E-Commerce business metrics

  • Calculate E-Commerce profitability

  • Identify your ideal CPA and margin

  • Learn how to calculate CTLV

  • Optimise your E-Commerce conversion rate

  • Case study: Live walkthrough on E-Commerce analytics

Session 3: B2B Analytics and Measurement

Understand how to track and measure B2B performance.

  • B2B business metrics

  • Identify your ideal CPA and CVR

  • Optimise your B2B marketing funnel

Session 4: Understand Facebook and Google Advertising Measurement

Learn all about Facebook and Google Ads campaign measurement and analytics.

  • Facebook metrics that matter

  • Facebook brand and conversion lift studies

  • How to optimise your Facebook campaigns

  • Audience Reports

  • Google Ads metrics that matter

  • How to optimise your Google Ads campaigns

Session 5: A/B Testing and Advanced Measurement Tactics

Understand A/B testing fundamentals

  • A / B testing methodology

  • A / B testing tools

  • Statistical significance

Participant Testimonials

This course introduced very useful and applicable frameworks that help identify problem points for businesses. The course also provides best practices for using digital marketing channels to achieve specific business goals."

I enjoyed when new tools were introduced to us and we were given both an explanation of how the tool functions and then, later on, we were able to try it ourselves."

The instructor is really passionate about what he does and shares relevant examples. His way of teaching is easy to understand too."

A very good balance of theory and practical application. By the end of the course, I had a clear idea of how to use what I learned for our organisation."

Hands-on training, practical exercises in steps, instructor's advice on the additional queries."

Who Should Attend

  • Junior Marketing Executives

  • Junior Digital Marketing Managers

  • Marketing Managers

  • Marketing Directors

  • Digital Marketing Managers

  • Digital Marketing Directors

  • Brand Managers

  • Content Marketers

  • PPC Specialists

  • Media Leads


Before the Course

Join the WhatsApp group chat to receive course updates

Complete the pre-course assessment to help the trainer understand your challenges and learning goals

Day of the Course

Join the Zoom meeting

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