Digital TRACKING & MEASUREMENT IMPLEMENTATION

Course trainer
Trainer
Sotirios Seridis
SOTIRIOS SERIDIS
FOUNDER, XYZ LAB

Experienced performance marketing professional and digital marketing trainer with over 10 years of multi-national experience working with leading media agencies and corporations on performance marketing, digital analytics, and marketing automation.

Digital marketing experience:

  • 10 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 objectives

Learning objectives

  • Learn how to set Objectives and KPIs for your marketing departments

  • Learn how to set up tracking on Google Analytics

  • Learn how to work with Google Tag Manager

  • Learn how to use data layers in Google Tag Manager

  • Learn how to set up conversion tracking on Google Ads

  • Learn how to set up and work with the Facebook Pixel

  • Understand when and how to use UTM Tags effectively

  • Learn how to analyse data on Google Analytics 4

  • Learn how to develop meaningful reporting

  • Get started with data visualisation via Google Data Studio

Online course

Online format

6 hours instructor-led training

Divided into 2 sessions, 

3 hours each

Course competency

Competency level

Intermediate

Certification

Certification

Receive a certificate of completion

Course fee

Course Fee

SGD 400 per pax

In-house training

run this course in-house

Min 4 pax

Questions? Drop us a note!

Course agenda

Course agenda

Session 1: Objectives Laddering

Learn how to set Objectives and KPIs for your marketing departments. Understand how to develop a measurement plan for your business.

  • Objectives Laddering [Framework]

  • OKRs (Objectives and Key Results)

  • Develop a Measurement Plan

Hands-on learning

Group Activity:

  • Objectives Laddering [Framework]

  • Develop a Measurement Plan for your business

Session 2: Google Tag Manager Deep Dive

Learn how to work with Google Tag Manager. Live Walkthrough on how to set up Google Analytics Events via Google Tag Manager.

  • Learn how to work with Google Tag Manager

  • Learn how to set up various pixels via Google Tag Manager

  • Learn how to set up tracking for Google Analytics via Google Tag Manager

  • Learn how to use data layers in Google Tag Manager

Hands-on learning

Individual Activity:

  • Define and set up Google Analytics 4 Events

Session 3: Performance Marketing Tracking & Measurement

Learn how to track conversions on Google Ads and Facebook Ads. Live Walkthrough on how to set up conversion tracking.

  • Learn how to set-up conversions on Google Ads

  • Learn how to work with Facebook Event set-up Tool

  • Learn how to set-up Aggregated Event Measurement for the IOS update on Facebook Ads

Hands-on learning

Individual Activity:

  • Set-up Google Ads and Facebook Ads Conversion Tracking

Session 4: Google Analytics Measurement & Data Analysis

Learn how analyse data on Google Analytics 4.

  • Understand the questions you need to ask to generate insights

  • Learn how to work with Exploration and Funnel Analysis on Google Analytics 4

Hands-on learning

Individual Activity:

  • Google Analytics 4 Scavenger Hunt (Get familiar with the Google Analytics 4 interface)

Session 5: Data Visualisation via Google Data Studio

Learn how get started with and visualise data on Google Data Studio.

  • Get started with Google Data Studio

  • Learn how to connect different data sources on Google Data Studio

  • Learn how to visualise data on Google Data Studio

  • Learn how to create meaningful reporting dashboards on Google Data Studio

Hands-on learning

Group Activity:

  • Develop a Google Data Studio Dashboard

Target audience

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

Course prerequisites

Course Prerequisites

  • Basic familiarity with Google Analytics

  • Basic familiarity with Google Ads

  • Basic familiarity with Facebook Ads

Course preparation

Preparation

Before the course:

  • Join the WhatsApp group chat to receive course updates

  • Complete the pre-course assessment form

Day of the course:

  • Enter the meeting via the Zoom link