Conversion Tracking Course

Lesson 1 • What Digital Tracking Is

Defines digital tracking, distinguishes it from analog monitoring, and maps its scope. Establishes shared vocabulary used throughout the course.

Lesson 2 • Core Data Types and Identifiers

Examines the primary identifiers used to recognise users and devices across sessions. Connects identifier types to practical tracking use cases.

Lesson 3 • Data Flow from Collection to Storage

Traces how raw signals move from a user's device to a data store. Understanding this flow is prerequisite for debugging and optimisation.

Lesson 1 • Variables and Data Layer Design

Teaches how to structure a data layer to pass dynamic values into tags. A well-designed data layer is the backbone of reliable tracking.

Lesson 2 • Tag Management System Fundamentals

Introduces the purpose and architecture of a tag management system. Explains how it centralises tag deployment and reduces developer dependency.

Lesson 3 • Implementing Core Tracking Tags

Covers hands-on deployment of page-view, event, and conversion tags. Builds practical skills directly applicable to real client environments.

Lesson 1 • Reporting Views and Custom Dimensions

Teaches creation of custom dimensions, metrics, and filtered views for segmented analysis. Enables stakeholders to access relevant data independently.

Lesson 2 • User and Session Attribution

Explains how analytics platforms assign sessions and attribute users across visits. Mastery here prevents misreading traffic source reports.

Lesson 3 • Analytics Property Configuration

Covers account hierarchy, property settings, and data stream creation. Correct configuration prevents data contamination from the start.

Lesson 1 • Building a UTM Naming Taxonomy

Guides creation of a consistent, scalable naming convention across all channels. Consistent taxonomy is the single biggest driver of clean attribution data.

Lesson 2 • UTM Governance and Team Workflows

Establishes processes for enforcing UTM standards across distributed marketing teams. Prevents the data fragmentation caused by ad-hoc tagging.

Lesson 3 • Multi-Channel Campaign Attribution

Analyses how different attribution models distribute credit across touchpoints. Equips students to choose and defend attribution models for reporting.

Lesson 1 • Advertising Pixel Architecture

Explains how ad platform pixels collect conversion signals and feed optimisation algorithms. Establishes the link between pixel quality and ad performance.

Lesson 2 • Cross-Platform Pixel Reconciliation

Teaches methods for comparing pixel-reported conversions against analytics data. Reconciliation skills prevent over-reporting and budget misallocation.

Lesson 3 • Audience Pixel and Remarketing Setup

Covers pixel-based audience building for retargeting and lookalike campaigns. Audience quality depends on correct pixel placement and event firing.

Lesson 1 • Privacy Regulatory Landscape

Surveys global privacy frameworks and their implications for data collection practices. Provides the regulatory context that shapes every technical decision in this chapter.

Lesson 2 • Consent Management Platform Setup

Covers deployment and configuration of a consent management platform integrated with a tag manager. Consent signals must gate all downstream tracking activity.

Lesson 3 • Privacy-Preserving Measurement Techniques

Introduces cookieless and aggregated measurement approaches that function without individual identifiers. These techniques future-proof tracking strategies against ongoing browser changes.

Lesson 4 • Data Minimisation and Retention

Teaches principles of collecting only necessary data and enforcing retention limits. Minimisation reduces regulatory risk and storage costs simultaneously.

Lesson 1 • Conversions API Implementation

Covers direct server-to-server event transmission to ad platform conversion APIs. Server-sent events recover signal lost to browser restrictions.

Lesson 2 • Server-Side Tag Manager Setup

Guides configuration of a server-side container and routing of client events to it. Builds the infrastructure required for all subsequent server-side work.

Lesson 3 • Why Server-Side Tracking Matters

Explains the limitations of browser-based tracking and the advantages of server-side collection. Motivates the architectural shift covered in this chapter.

Lesson 1 • Building a Measurement Framework

Guides creation of a structured measurement plan linking KPIs to tracking requirements. A documented framework aligns analytics work to business strategy.

Lesson 2 • Tracking Strategy Audits and Roadmaps

Provides a structured process for auditing an existing tracking setup and prioritising improvements. Roadmapping skills translate technical findings into business-aligned action plans.

Lesson 3 • Media Mix Modelling Fundamentals

Introduces statistical modelling of channel contribution independent of user-level tracking. MMM complements pixel attribution where individual signals are unavailable.

Lesson 4 • Unified Reporting and Data Integration

Teaches methods for combining data from analytics, ad platforms, and CRM into a single reporting layer. Unified data enables cross-channel performance decisions.