Tracking Digital Ads – Live 2021

Digital ad platforms like Facebook and Google have made advertising more affordable and accessible to nonprofits. But just because it’s easy to run ads, doesn’t mean measuring them is a piece of cake. This course will prepare you to successfully track your advertising and create a better impact and ROI!

Emily Patterson · April 7, 2021

Digital ad platforms like Facebook and Google have made advertising more affordable and accessible to nonprofits. But just because it’s easy to run ads, doesn’t mean measuring them is a piece of cake. 

If you work in marketing or fundraising, you’ve probably heard this old adage: “Half of the money I spend on advertising is wasted. The problem is I don’t know which half.” It’s an often-repeated quote for a reason. Even today with digital advertising channels providing more data points than we could ever monitor, determining whether a campaign is actually driving donations or new email acquisition – and at what cost – isn’t easy. It requires set up work, an understanding of the data, and staying on top of developments in the field. 

This class will give you the technical background to understand what buzzy terms like “remarketing” and “third-party cookies” mean. It will also provide the practical, hands-on experience you need to set up tracking for your organization’s digital campaigns. 


Sessions

5 weekly classes, 50 minutes each 

Wednesday, June 2nd – June 30th, 2021 @ 4ET / 1PT

Class 1: How ad tracking works: 

  • Why is it important to track your ads – even for nonprofits
  • Pixels? Cookies? ROI? What does it mean? And how does ad tracking work? 
  • Different measurement models: First click vs. last click

Class 2: Google Analytics campaign tagging:

  • Direct Traffic – What is it? Why is it a problem? 
  • How to create campaign-tagged Links
  • How to use campaign-tagging to track email, social media and ads
  • Words of warning
  • Campaign tags beyond Google Analytics (Convio, Salesforce)

Class 3: Use Google Tag Manager to track website conversions:  

  • What is a conversion? Picking conversions
  • What is Google Tag Manager? How does it work
  • Installing ad pixels 
  • QAing your tracking 
  • Overview of more advanced tracking and resources

Class 4: Test ads variations with A/B testing:

  • What is A/B testing?
  • How to design a good A/B test
  • How to in Facebook Ads
  • How to Google Ads 

Class 5: Retargeting and future of ad tracking

  • Retargeting/remarketing? What does it mean? 
  • How to build retargeting/remarketing audiences
  • Changes in ad tracking and how they impact us. What to expect in the next few years.

About Instructor

Emily Patterson

Emily Patterson runs Bee Measure, an agency that helps clients use data to create more effective web content, social media outreach and digital marketing. Drawing on her experience at Public Broadcasting Service and Better Business Bureau, Emily started Bee Measure in 2016 specifically to help nonprofits and government agencies. Emily is a PMI-certified Project Management Professional. She graduated from Ohio University with a Bachelor’s in journalism and the University of Virginia with a graduate certificate in digital marketing. Emily lives in Charlottesville, Va. with her husband where she enjoys camping, skiing and sampling the area’s many breweries.

4 Courses

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Course Includes

  • 5 Lessons