Digital Advertising: Advanced Measurement

Digital Advertising: Advanced Measurement is an advanced course. You‚It’ll learn how to apply advanced measurement concepts and studies to articulate the value of your ads comprehensively. Measuring digital ads effectively involves more than KPIs and basic metrics. This course dives deeper into advanced measurement challenges. We’ll cover attribution settings, creative measurement, and metrics comparisons. We’ll also explore advanced ways to measure the impact of your ads, such as brand lift, conversion lift, and market mix modeling.We‚It’ll dive into attribution settings within advertising platforms and show you how you can determine which actions your ads get credit for. You‚It’ll learn how to determine the most appropriate attribution metrics for your business.Next, we‚It’ll cover creative measurement and how to measure the impact of your creative. You‚It’ll learn how creative drives overall digital ad performance and how to measure the relevance and quality of your ads. We‚It’ll explore metrics across ad platforms and the risks of directly comparing platforms. Each platform and your website analytics may use different data or calculate metrics differently, so it is important to understand the metrics before comparing. Finally, we‚It’ll cover three studies that can quantify the ROI of your ads and measure the actual business impact. We‚It’ll explore brand lift studies, conversion lift studies, and marketing mix modeling. You‚It’ll learn how these studies work, what they measure, and when to use them. At the end of this course, you‚It’ll be able to apply measurement concepts and studies to quantify the value of your ads. This interactive course includes an Ad Objectives and KPI Cheat Sheet to implement your plan. It also has live examples, interactive activities, and opportunities to apply your learning.