Marketing Analytics with Meta

This course is part of multiple programs.

Instructor: Anke Audenaert

Access provided by Marie Curie Alumni Association

32,399 already enrolled

5 modules

Gain insight into a topic and learn the fundamentals.

257 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.

257 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 videos Total 82 minutes

Introduction to the Program 6 minutes
Introduction to Marketing Analytics with Meta 4 minutes
Introduction to Anke Audenaert 2 minutes
Careers in Marketing and Marketing Analytics 4 minutes
Introduction: Fundamentals of Facebook Ads Manager 2 minutes
The Facebook Ad Auction 9 minutes
Campaign Structure 5 minutes
Introduction: Planning and Scheduling Ads with Facebook Ads Manager 1 minute
Selecting a Campaign Objective 8 minutes
Determining a Campaign Budget 6 minutes
Setting a Campaign Budget in Ads Manager 4 minutes
Campaign Bid Strategies 10 minutes
Selecting Your Audience 8 minutes
Selecting Placement, Optimization and Delivery 6 minutes
Introduction: Creating an Ad in Ads Manager 1 minute
Create Your Ad 6 minutes
Weekly Review: Fundamentals of Facebook Ads Manager 1 minute

7 readings Total 70 minutes

Marketing Analytics with Facebook Course Syllabus 10 minutes
Join the Meta Marketing Analytics Community! 10 minutes
How to be Successful in this Program 10 minutes
Community Guidelines 10 minutes
Glossary of Terms 10 minutes
Campaign Bid Strategy Guide 10 minutes
Adhering to Policies in Ads Manager 10 minutes

5 assignments Total 105 minutes

Graded Quiz: Fundamentals of Facebook Ads Manager 30 minutes
Review Your Community Knowledge 10 minutes
Practice Quiz: Introduction to Ads Manager 15 minutes
Practice Quiz: Planning and Scheduling Ads with Facebook Ads Manager 30 minutes
Practice Quiz: Creating an Ad in Ads Manager 20 minutes

1 plugin Total 20 minutes

Ads Manager Simulation - Expand to Full Screen 20 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 videos Total 30 minutes

Introduction: Analyzing Campaign Results 1 minute
Ads Manager Reporting Overview 6 minutes
Customizing Your Ads Manager Reports 3 minutes
Introduction: Evaluating Results Against Your Goal 1 minute
How the Campaign Objective Determines the Key Metrics 7 minutes
The Attribution Setting 4 minutes
Analyze Your Campaign Results 8 minutes
Weekly Review: Analyzing Campaign Results 1 minute

2 readings Total 20 minutes

Navigating Ads Manager Reports 10 minutes
The Facebook pixel 10 minutes

3 assignments Total 55 minutes

Graded Quiz: Analyzing Campaign Results 30 minutes
Practice Quiz: Evaluating Campaign Results with Ads Manager 10 minutes
Practice Quiz: Evaluating Results Against Your Goal 15 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 videos Total 40 minutes

Introduction: Running Facebook Experiments 1 minute
Conversion Lift Tests 7 minutes
Conversion Lift Tests on Facebook 6 minutes
Evaluating the Results of a Conversion Lift Test 4 minutes
Randomization and Intention to Treat 5 minutes
Introduction: Brand Lift Tests 4 minutes
Brand Lift Tests on Facebook 7 minutes
Evaluating the Results of a Brand Lift Test 4 minutes
Weekly Review: Running Facebook Experiments 1 minute

2 readings Total 20 minutes

The Facebook Conversion API 10 minutes
Conversion and Brand Lift Best Practices 10 minutes

3 assignments Total 60 minutes

Graded Quiz: Running Facebook Experiments 30 minutes
Practice Quiz: Conversion Lift Tests 15 minutes
Practice Quiz: Brand Lift Tests 15 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 videos Total 43 minutes

Introduction: A/B Tests 2 minutes
What Are A/B tests and What Are They Used For? 6 minutes
Setting up an A/B Test with Facebook 7 minutes
Evaluating the Results of an A/B Test 5 minutes
Features of A/B Testing on Facebook 4 minutes
Introduction: Marketing Mix Modeling 2 minutes
Marketing Mix Modeling Overview 6 minutes
Facebook and Marketing Mix Modeling 6 minutes
New Developments in Marketing Mix Modeling 5 minutes
Weekly Review: Optimizing Your Marketing Mix 1 minute

4 readings Total 40 minutes

Testing Multiple Variables in an A/B Test 10 minutes
Choosing the Right Experiment for Your Goal 10 minutes
Measuring Facebook Accurately in Marketing Mix Models 10 minutes
Global Innovations in Marketing Mix Modeling 10 minutes

3 assignments Total 60 minutes

Graded Quiz: Optimizing Your Marketing Mix 30 minutes
Practice Quiz: Optimizing Ads with A/B Tests 15 minutes
Practice Quiz: Marketing Mix Modeling 15 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 videos Total 78 minutes

Introduction: Marketing Analytics in Action 3 minutes
Assess your Goals and KPIs 6 minutes
Assess Your Data 8 minutes
Formulate a Hypothesis 4 minutes
Determine a Measurement Approach 15 minutes
Recommend a Test Method 6 minutes
Perform an Analysis 9 minutes
Generate Insights 5 minutes
Make Data-Driven Recommendations 7 minutes
Present Results 8 minutes
Communicating in a Presentation 8 minutes

3 readings Total 30 minutes

The Facebook Marketing Science Study Guide 10 minutes
Descriptive and Validation Metrics 10 minutes
Template for a Presentation 10 minutes

3 assignments Total 60 minutes

Graded Quiz: Marketing Analytics in Action 30 minutes
Practice Quiz: Assess Your Data and Hypothesize 15 minutes
Practice Quiz: Recommend Measurement Solutions and Perform an Analysis 15 minutes