Section outline
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Introduction
Marketing analytics helps online marketers turn campaign data into better decisions about targeting, content, and spend. In this section, you’ll learn the basic concepts and metric types that make performance reporting meaningful. You’ll also identify common misconceptions that lead beginners to track the wrong numbers or draw the wrong conclusions.
Learning Objectives
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Define marketing analytics and explain how it supports online marketing decisions.
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Identify core concepts (audiences, funnels, channels, outcomes) and relate them to real campaigns.
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Categorize key metric types (volume, engagement, conversion, value) and recognize common beginner pitfalls.
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