Section outline
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Introduction
This section shows how to choose the right KPIs, set up foundational tracking, and turn data into reporting that supports marketing decisions. In online marketing, small tagging or attribution mistakes can quickly lead to misleading conclusions and wasted spend. You’ll learn practical basics to collect cleaner data and tell clearer performance stories.
Learning Objectives
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Select KPIs that align to a marketing goal and a specific funnel stage.
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Explain attribution basics (last-click vs multi-touch) and when each is useful.
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Identify core tracking and reporting elements (UTMs, events, pixels, consent, and data quality checks).
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