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Marketing Analytics Intermediate

Digital Advertising Math: Search & Social Ads

Calculate CTR, CPA and ROAS, roll keyword reports up with SUMIFS, set break-even CPAs, pace budgets, model ad auctions, compare attribution models, test ad creatives and scale audiences, with every cell checked as you go.

8 lessons 8 labs 2 h Certificate

  • One-time payment
  • 14-day money-back guarantee
  • Secure checkout with Stripe

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

  • Turn Kestrel Cycle Supply's April ad report into the five core funnel metrics and find the highest CPC that Search – Generic can afford.
  • Roll a 12-keyword search report up by campaign and by match type with SUMIFS and see where broad match burns money.
  • Find out why the campaign with the best ROAS is the one losing money, and you set a break-even CPA for every category.
  • On 18 May you check six campaigns against their monthly budgets, project month-end spend and flag what is over- or under-pacing.
  • Rebuild a simplified search auction for one keyword, rank six advertisers by ad rank and work out what Kestrel really pays per click.
  • Split the revenue of ten customer journeys across five channels with five attribution models and see which channels last-click undervalues.
  • Test three new helmet ads against the control and use NORM.S.DIST to tell real winners from noise.
  • Read three audience budget tests, calculate the marginal CPA of every extra $1,000 and pick each audience's best budget with INDEX/MATCH.

About this course

Know whether a campaign earns money before the monthly report tells you. You trace the funnel from impressions to sales through click-through rate, conversion rate, CPC, CPM and cost per acquisition, then summarise a keyword report by campaign and match type. Margin turns ROAS into ROI and gives you a break-even ROAS and break-even CPA. You project month-end spend from pacing, work through a simplified quality score and ad rank, and split conversions across first-touch, last-touch, linear, time-decay and position-based attribution. A creative test is judged with a z-score and p-value, and the last lab shows how marginal CPA rises as budgets scale. For marketers, freelancers, small business owners and students who manage or evaluate paid search and social campaigns.

Curriculum

Course content

8 lessons · 8 labs · 2 h · final exam

  1. From Impressions to Sales: CTR, CVR, CPC, CPM and CPALab14 min5 checked tasks
    Unlocked when you buy the course
  2. Keyword Report: SUMIFS by Campaign and Match TypeLab15 min4 checked tasks
    Unlocked when you buy the course
  3. ROAS vs ROI: Margin, Break-even ROAS and Break-even CPALab15 min4 checked tasks
    Unlocked when you buy the course
  4. Budget Pacing: Spend to Date and Month-end ProjectionLab15 min5 checked tasks
    Unlocked when you buy the course
  5. Quality Score, Ad Rank and Effective CPC (Simplified)Lab16 min4 checked tasks
    Unlocked when you buy the course
  6. Attribution Models: First, Last, Linear, Time-decay, Position-basedLab16 min4 checked tasks
    Unlocked when you buy the course
  7. Ad Creative Test: CTR Lift, z-Score and p-ValueLab15 min4 checked tasks
    Unlocked when you buy the course
  8. Scaling Budgets: Diminishing Returns and Marginal CPALab16 min4 checked tasks
    Unlocked when you buy the course
  9. Final exam12 questions, 75% to pass, unlimited retries.

Certificate

Finish with a certificate you can verify

Complete every lesson and pass the final exam to receive a certificate of completion for this course, with a unique credential ID and a public verification page.

  • Names the course, your score and the date of issue
  • A verification link for your CV or LinkedIn profile
  • 12 questions, 75% to pass, unlimited retries.

A Tutorvo certificate confirms that you completed a course. It is not an official or professional qualification.

Illustration. Your certificate shows your own name, course and credential ID.

Before you buy

Questions about this course

Is this a subscription?

No. You pay $9.99 once for this course. There is no subscription and nothing renews automatically. Prices are in US dollars; taxes may be added where required.

What exactly do I get?

All lessons and labs of this course, the final exam and the certificate, including later updates to the course, for as long as Tutorvo offers it. Access is personal and tied to your account.

Can I get a refund?

Yes. If you are not satisfied, email hello@tutorvo.com within 14 days of buying and we refund the course in full via Stripe. The guarantee does not apply once a certificate for the course has been issued to you, or where there are signs of abuse.

When can I start?

Right after payment. Access starts immediately at your request; for consumers in the EU/EEA the statutory right of withdrawal therefore ends once access has begun, while our 14-day money-back guarantee applies regardless.

Do I need Excel or other software?

No. The labs run in a spreadsheet inside your browser on a laptop, tablet or phone. Function names and syntax follow Excel.

Is the certificate an official qualification?

No. It confirms that you completed all lessons of the course and passed its final exam. It is not an official, state-recognised or professional qualification. The name is taken from your profile when the certificate is issued.

Full details are in our Terms · hello@tutorvo.com

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