Module 17 · Level 3 · Marketer

Analytics II: Attribution & ROI

UTM tracking, attribution models, dashboards and reporting that proves social's value to stakeholders.

6 lessons · about 1 hours

Overview · 1:03 · captions on
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Which post made the sale? Module 17 is the honest answer, and how to prove it.

Attribution is messy, the models disagree, and stakeholders want one number anyway. This module is UTMs done properly, G-A-4 for social marketers, a dashboard that answers questions, and a report that keeps the room.

Lesson 1 is UTM tracking, with a naming convention you'll still understand in a year. Lesson 2 is attribution models and their limits. Lesson 3 is G-A-4, just the parts a social marketer needs. Lesson 4 builds a dashboard that answers questions. Lesson 5 is reporting to stakeholders without losing the room. And lesson 6 is proving R-O-I, and thinking in incrementality.

By the end, you can tag every link consistently, explain what an attribution model is hiding, and build a case for social's value that survives the questions.

6 lessons. About 55 minutes. Level 3, module 17. Start with UTM Tracking Done Properly.

What’s inside

  1. 01
    UTM Tracking Done Properly

    The five UTM parameters, a naming convention you will still understand in a year, and the errors that quietly ruin reports. · 10 min

  2. 02
    Attribution Models and Their Limits

    How credit gets assigned across a messy customer journey, what each model distorts, and why windows matter as much as models. · 10 min

  3. 03
    GA4 for Social Marketers

    The handful of GA4 concepts and reports a social marketer actually needs, without becoming an analyst. · 9 min

  4. 04
    Building a Dashboard That Answers Questions

    Combine native and GA4 numbers into one recurring view — metrics chosen by the questions they answer, not the charts available. · 9 min

  5. 05
    Reporting to Stakeholders Without Losing the Room

    Translate metrics into outcome language, structure the monthly report, and handle the awkward questions well. · 9 min

  6. 06
    Proving ROI & Thinking in Incrementality

    Build a layered ROI case, then ask the harder question underneath every attribution number: what would have happened anyway? · 10 min

Where this sits on your path depends on your assessment. Some people skip this module outright; others start here. The free placement assessment decides — and the first lesson of every module is free to read. Find your level →

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