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Marketing Analytics Beginner

Webinar & Virtual Event Funnels: Registrations, Show-Up Rates, Replays, Engagement and Cost per Lead

Plan and analyse online events: registrations by source, show-up rates by how early people signed up, reminder effects, replay views, engagement scores, pipeline and cost per attendee and lead, with every cell checked as you go.

8 lessons 8 labs 2.1 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 one webinar's numbers into step rates and rates against page views, work out how many registrations one lead costs you and name the weakest step of the funnel.
  • Summarise a campaign log by channel with SUMIFS, work out the cost per registrant and each channel's share of all registrations.
  • Sort registrants into lead-time buckets with IFS, count them and measure the show-up rate per bucket with COUNTIFS and AVERAGEIFS, then compare two reminder plans.
  • Add the replay-only audience to the live audience, measure the reach rate, the share of leads that came from replays and the pooled lead rates of live and replay viewers.
  • Build a weighted engagement score from minutes watched, polls, questions and downloads with SUMPRODUCT, sort attendees into hot, warm and cold with IFS and count the hot ones.
  • Follow the leads of three webinars into the sales pipeline with COUNTIFS and SUMIFS and price each step: cost per lead and cost per opportunity.
  • Work backwards from a lead target to the live attendees, registrations, page views and paid budget you need, rounding up at every step, and lay out the event dates and promotion start dates of the series.
  • Compare six webinars of the series side by side: show-up rate, cost per lead, a rank from cheapest to most expensive lead and a chart of registrations against live attendees.

About this course

A full registration list means little if half the people never show up. This course helps you measure and improve each step of an online event. You build the funnel from page views to registrations, attendees and leads, compare registration sources by spend and cost per registrant, and group show-up rates by how far ahead people signed up, including the effect of reminders. Replay views are added to live reach, attendees are scored hot, warm or cold with weighted engagement points, and leads are traced to opportunities and won revenue. You then plan backwards from a lead target to the registrations needed and finish with a series dashboard. For event marketers, demand-generation teams and B2B marketers.

Curriculum

Course content

8 lessons · 8 labs · 2.1 h · final exam

  1. The Webinar Funnel: Page Views, Registrations, Attendees and LeadsLab14 min4 checked tasks
    Unlocked when you buy the course
  2. Registration Sources: Registrations, Spend and Cost per Registrant by ChannelLab15 min4 checked tasks
    Unlocked when you buy the course
  3. Show-Up Rates: Lead-Time Buckets and the Reminder EffectLab16 min4 checked tasks
    Unlocked when you buy the course
  4. Replays: Combined Reach, Replay Leads and Plays per ViewerLab15 min4 checked tasks
    Unlocked when you buy the course
  5. Engagement Scores: Weighted Points and Hot, Warm and Cold AttendeesLab16 min4 checked tasks
    Unlocked when you buy the course
  6. From Leads to Pipeline: Opportunities, Won Revenue and Cost per LeadLab16 min4 checked tasks
    Unlocked when you buy the course
  7. Reverse Planning: Registrations Needed for a Lead Target and the Series CalendarLab16 min4 checked tasks
    Unlocked when you buy the course
  8. Capstone: Series Dashboard with Show-Up Rates, Cost per Lead, Ranks and a ChartLab18 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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