Marketing Analytics with Meta

This course is part of multiple programs.

Instructor: Anke Audenaert

Access provided by PALC Dev

33,105 already enrolled

5 modules

Gain insight into a topic and learn the fundamentals.

259 reviews

Beginner level

Recommended experience

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

97%

Most learners liked this course

5 modules

Gain insight into a topic and learn the fundamentals.

259 reviews

Beginner level

Recommended experience

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

97%

Most learners liked this course

What you'll learn

How to optimize your marketing campaign by evaluating campaign results
How to measure advertising effectiveness with Meta’s testing tools
How to implement a full advertising analysis from the hypothesis formulation to presenting results and recommendations

Skills you'll gain

Tools you'll learn

Facebook

Details to know

Shareable certificate

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Assessments

17 assignments

Taught in English

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There are 5 modules in this course

This course explores Meta Marketing Analytics Tools. You'll learn how to create ads using Meta Ads Manager, utilize Meta experiments, optimize ads through A/B testing, integrate data from campaigns and perform an analysis to evaluate the results.

By the end of this course you will be able to: • Create an ad in Meta Ads Manager • Evaluate campaign results • Conduct an A/B Test to compare ad campaigns and see which performs best • Conduct a Brand Lift test to measure how your ads impact brand awareness or recall • Conduct a Conversion Lift test to measure the incremental impact your ad has on conversions • Identify how and when to use Marketing Mix Modeling to achieve your desired outcomes • Implement a full analysis process from hypothesis to recommending measurement solutions, performing an analysis, generating insights and presenting results This course is for people who want to use Meta Ads Manager to run tests, learn what works, and optimize advertising strategies to improve ad performance.

In the first week you will be given an overview of Meta Ads Manager. You will learn how to create an ad campaign with Meta Ads Manager, including how to navigate the ad auction, determine your target audience, select the appropriate objective, and develop your ad creative.

What's included

17 videos7 readings5 assignments1 plugin

17 videosTotal 82 minutes

Introduction to the Program6 minutes
Introduction to Marketing Analytics with Meta4 minutes
Introduction to Anke Audenaert2 minutes
Careers in Marketing and Marketing Analytics4 minutes
Introduction: Fundamentals of Facebook Ads Manager2 minutes
The Facebook Ad Auction9 minutes
Campaign Structure5 minutes
Introduction: Planning and Scheduling Ads with Facebook Ads Manager1 minute
Selecting a Campaign Objective8 minutes
Determining a Campaign Budget6 minutes
Setting a Campaign Budget in Ads Manager4 minutes
Campaign Bid Strategies10 minutes
Selecting Your Audience8 minutes
Selecting Placement, Optimization and Delivery6 minutes
Introduction: Creating an Ad in Ads Manager1 minute
Create Your Ad6 minutes
Weekly Review: Fundamentals of Facebook Ads Manager1 minute

7 readingsTotal 70 minutes

Marketing Analytics with Facebook Course Syllabus10 minutes
Join the Meta Marketing Analytics Community!10 minutes
How to be Successful in this Program10 minutes
Community Guidelines10 minutes
Glossary of Terms10 minutes
Campaign Bid Strategy Guide10 minutes
Adhering to Policies in Ads Manager 10 minutes

5 assignmentsTotal 105 minutes

Graded Quiz: Fundamentals of Facebook Ads Manager30 minutes
Review Your Community Knowledge10 minutes
Practice Quiz: Introduction to Ads Manager15 minutes
Practice Quiz: Planning and Scheduling Ads with Facebook Ads Manager30 minutes
Practice Quiz: Creating an Ad in Ads Manager20 minutes

1 pluginTotal 20 minutes

Ads Manager Simulation - Expand to Full Screen20 minutes

This week you will learn how to navigate and customize reports in Facebook Ads Manager. You will learn how to analyze the reports and evaluate your campaign outcomes against your goals.

What's included

8 videos2 readings3 assignments

8 videosTotal 30 minutes

Introduction: Analyzing Campaign Results1 minute
Ads Manager Reporting Overview6 minutes
Customizing Your Ads Manager Reports3 minutes
Introduction: Evaluating Results Against Your Goal1 minute
How the Campaign Objective Determines the Key Metrics7 minutes
The Attribution Setting4 minutes
Analyze Your Campaign Results8 minutes
Weekly Review: Analyzing Campaign Results 1 minute

2 readingsTotal 20 minutes

Navigating Ads Manager Reports10 minutes
The Facebook pixel10 minutes

3 assignmentsTotal 55 minutes

Graded Quiz: Analyzing Campaign Results30 minutes
Practice Quiz: Evaluating Campaign Results with Ads Manager10 minutes
Practice Quiz: Evaluating Results Against Your Goal15 minutes

In week 3, you’ll learn how to run Conversion Lift and Brand Lift tests on Facebook Ads Manager. You’ll learn how to evaluate the results of these tests and how these results can inform the future of your campaign.

What's included

9 videos2 readings3 assignments

9 videosTotal 40 minutes

Introduction: Running Facebook Experiments1 minute
Conversion Lift Tests7 minutes
Conversion Lift Tests on Facebook6 minutes
Evaluating the Results of a Conversion Lift Test4 minutes
Randomization and Intention to Treat5 minutes
Introduction: Brand Lift Tests4 minutes
Brand Lift Tests on Facebook7 minutes
Evaluating the Results of a Brand Lift Test4 minutes
Weekly Review: Running Facebook Experiments1 minute

2 readingsTotal 20 minutes

The Facebook Conversion API10 minutes
Conversion and Brand Lift Best Practices10 minutes

3 assignmentsTotal 60 minutes

Graded Quiz: Running Facebook Experiments30 minutes
Practice Quiz: Conversion Lift Tests15 minutes
Practice Quiz: Brand Lift Tests15 minutes

This week you will learn how to optimize your marketing by running effective A/B tests. You’ll also learn about Marketing Mix Modeling integrated with data you’ve gathered from Facebook Ads Manager and how it can be used to optimize the effectiveness of your marketing efforts.

What's included

10 videos4 readings3 assignments

10 videosTotal 43 minutes

Introduction: A/B Tests2 minutes
What Are A/B tests and What Are They Used For?6 minutes
Setting up an A/B Test with Facebook7 minutes
Evaluating the Results of an A/B Test5 minutes
Features of A/B Testing on Facebook4 minutes
Introduction: Marketing Mix Modeling2 minutes
Marketing Mix Modeling Overview6 minutes
Facebook and Marketing Mix Modeling6 minutes
New Developments in Marketing Mix Modeling5 minutes
Weekly Review: Optimizing Your Marketing Mix1 minute

4 readingsTotal 40 minutes

Testing Multiple Variables in an A/B Test10 minutes
Choosing the Right Experiment for Your Goal10 minutes
Measuring Facebook Accurately in Marketing Mix Models10 minutes
Global Innovations in Marketing Mix Modeling10 minutes

3 assignmentsTotal 60 minutes

Graded Quiz: Optimizing Your Marketing Mix30 minutes
Practice Quiz: Optimizing Ads with A/B Tests15 minutes
Practice Quiz: Marketing Mix Modeling15 minutes

In the final week, you will dig deeper into how to best assess your goals and KPIs through formulating and testing hypotheses. You’ll learn how to use test results to formulate next step recommendations for your marketing campaigns. Later in the week you’ll be given a template to create presentations for communicating your results effectively to stakeholders as well as best practice tips for conducting the presentation itself.

What's included

11 videos3 readings3 assignments1 discussion prompt

11 videosTotal 78 minutes

Introduction: Marketing Analytics in Action3 minutes
Assess your Goals and KPIs6 minutes
Assess Your Data8 minutes
Formulate a Hypothesis4 minutes
Determine a Measurement Approach15 minutes
Recommend a Test Method6 minutes
Perform an Analysis9 minutes
Generate Insights5 minutes
Make Data-Driven Recommendations7 minutes
Present Results8 minutes
Communicating in a Presentation8 minutes

3 readingsTotal 30 minutes

The Facebook Marketing Science Study Guide10 minutes
Descriptive and Validation Metrics10 minutes
Template for a Presentation10 minutes

3 assignmentsTotal 60 minutes

Graded Quiz: Marketing Analytics in Action30 minutes
Practice Quiz: Assess Your Data and Hypothesize15 minutes
Practice Quiz: Recommend Measurement Solutions and Perform an Analysis15 minutes