Class 1: The basics of ad tracking
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Understanding the alphabet soup of ad metrics
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Picking the right metrics to measure your ads
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Practice using ad metrics to make decisions about your ads design, landing page and more.
Class 2: Cookies and remarketing
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How do cookies work?
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What’s the difference between first party and 3rd party cookies
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What is remarketing and how can nonprofits use it?
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What to consider when setting up a remarketing campaign
Class 3: Cross-channel tracking
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How do you measure ads when you are running many channels (i.e. paid search, paid social, email) at once?
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How to use campaign tagging to track different ad channels
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Intro to different measurement models: first click vs. last click
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Explore Google Analytics’ new cross channel reports
Class 4: Use Google Tag Manager to track website conversions
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What is Google Tag Manager? How does it work
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Use GTM to track ad conversions on your website
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Overview of more advanced tracking and resources
Class 5: Future of ad tracking
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How online privacy requirements are changing
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What nonprofits need to know about cookie consent laws
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How nonprofits are responding to changes
What Makes This Course Different
No corporate case studies. No generic software tutorials. Instead, this class uses hands-on exercises tailored to the unique challenges you face in nonprofit and government work.
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You’ll master the technical fundamentals. Get hands-on practice setting up ad tracking.
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Understand the terminology and how to use it. Know how buzzy terms like “remarketing” and “cookie consent” actually mean for your organization.
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You’ll learn to think strategically. Move beyond reporting numbers to actually improving your campaigns.
The hands-on Tracking Digital Ads training your organization needs
ONLY $399
Finally, a digital advertising measurement course specifically for nonprofits, government agencies, and political campaigns.
You’re spending your organization’s budget on digital ads. But if you aren’t tracking the results and using that data, that ad budget is likely being wasted. Is that Facebook campaign actually bringing in donors? Are your Google ads reaching the right audience? Without proper measurement, you’re just hoping for the best.
Why This Course Exists
Digital advertising platforms promise anyone can run effective campaigns. They’re half right – running ads is easy. Measuring what actually works? That’s where most nonprofits, government agencies, and political campaigns fall short.
The result? You’re stuck in an endless cycle of:
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Throwing money at ads without knowing if they work
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Spending too much time on reporting (Or just reporting vanity metrics)
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Struggling to translate data into better ads
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Tinkering with your ad tracking (but you are never sure if it’s working correctly)
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Falling behind on privacy changes
Instructor: Emily Patterson
Founder — Bee Measure, an agency that helps clients use data to create more effective web content. Experienced in helping organizations of all sizes strategically use Google Analytics.
Let's get digital advertsing working for your organization
03 Jul
5 Lesson Live Course
03 Jul
Learn to install ad tracking on your org’s website
03 Jul
Hands-on practice translating ad metrics to more effective campaigns.
03 Jul
Build skills that you can immediately apply to your work.
03 Jul
Live course sessions with on-demand recordings.
03 Jul
Training is designed for nonprofits, not e-commerce.
Frequently Asked Question
Yes, all sessions will be recorded and available on-demand after the sessions. But for the most engaged experience, we recommend you set your calendar for this course.
This is an excellent course for anyone wanting to get deeper into digital ads.
For practitioners, you can take your knowledge and strategy deeper.
Even if you are working with an agency or contractors to run your ads, this will help you make more strategic decisions and ask the right questions.
Sessions will be live and interactive via the Center for Digital Strategy. The live sessions will be hosted on Google Meet with a camera and a mic to allow for full participation.
All sessions will then be hosted on that website with resources for you to access later.
We offer full and partial for all of our courses and events. Please use this form: https://centerfordigitalstrategy.com/scholarship/