Track & Digital Marketing Channels

Did you know that marketers who track campaign performance across all channels are 3x more likely to achieve higher ROI? Understanding where your traffic comes from—and how each channel performs—is key to smart marketing decisions. This Short Course was created to help professionals in this field master campaign tracking fundamentals across digital channels including email, social media, paid search, display advertising, and SMS marketing to optimize performance and demonstrate ROI. By completing this course, you will be able to identify core digital-marketing channels, measure their success using key performance metrics, and apply UTM tracking for precise campaign attribution—skills that empower you to make data-driven marketing decisions with confidence. By the end of this 2-hour long course, you will be able to: Recognize core digital-marketing channels and their primary performance metrics. Apply UTM parameters to URLs for campaign tracking. This course is unique because it brings together channel analysis and practical tracking techniques, helping you connect every marketing effort to measurable results that clearly demonstrate value and guide optimization. To be successful in this project, you should have: Basic digital marketing knowledge Familiarity with Excel or Google Sheets Understanding of website analytics concepts

• Understand channel-specific metrics for targeted optimization
• Ensure reliable data through UTM tracking standardization
• Link campaign tracking to performance outcomes for budget decisions
• Build foundational knowledge in digital marketing channels

• Basic computer and internet skills
• Ability to read course instructions in English and complete short practice activities