Description

Understanding which campaigns are truly driving results is essential for marketing success. This course shows you how to use UTM parameters and attribution models to accurately track campaign performance, understand customer journeys, and allocate your budget more effectively. You’ll start by learning the structure of UTM tags — campaign, source, medium, content, and term — and how to create clean, consistent URLs for your marketing channels. You’ll use tools like Google’s Campaign URL Builder, and you’ll see how platforms like Google Analytics, Meta Ads, and HubSpot interpret UTM data. Then, you’ll explore attribution models — including first-click, last-click, linear, time decay, and data-driven — and how each model assigns credit across a customer’s journey. You’ll learn which models are best for different goals, whether you're optimizing for lead generation, sales, or awareness. Practical examples show how UTMs and attribution help clarify what’s working: Is your email series converting better than your Instagram ads? Is organic traffic from LinkedIn undervalued due to last-click bias? This course helps answer those questions. You’ll also troubleshoot common problems, like missing data, inconsistent tagging, or multiple UTMs in a single journey. Bonus lessons include setting up attribution dashboards, customizing GA4 reports, and applying learnings to campaign optimization. By the end of the course, you’ll be confident in measuring marketing performance across channels. You’ll make smarter, data-driven decisions, reduce wasted spend, and finally give your winning campaigns the credit they deserve.