5 Weekly lessons
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.