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Measuring the Metrics That Matter Most to Your Funnel

Gain an understanding of the crucial why behind metrics, so you can steer clear of misleading data. Craft a custom measurement plan, mapping your organization's needs, aligning tools, data sources, and event-tracking for precision.

Who is this сourse for?

This course is ideal for marketers, analysts, and professionals seeking to understand and optimize their metrics strategy. It's valuable for anyone responsible for tracking performance and making data-driven decisions.

What you’ll learn

In this course, you'll create a tailored measurement plan with our versatile template, covering tools, data sources, and event-tracking for effective strategies. Next, you'll explore the customer funnel through SEO, using our comprehensive framework, to identify the metrics that matter at each stage, prioritizing key indicators. Finally, you'll access reporting templates to measure critical stages and gain actionable insights with precision.

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Sam Torres

Sam Torres is far from your average tech SEO… or developer… or data architect. Her varied and deep skill set lets her blur the lines between disciplines and see new ways of solving problems. She applies that unique perspective as Chief Digital Officer of Gray Dot Co, building solutions that push search marketing forward and help brands measure outcomes more meaningfully. Humble, humorous, and refreshingly honest, she also brings the heat as a speaker!

Tory Gray

Tory Gray is CEO and Founder of the boutique digital marketing agency Gray Dot Co, where she brings a fresh perspective (and a little levity!) to search marketing, market intelligence, and data. In her 15+ years in the industry, she’s become a dynamic SEO leader with a keen ability to spin up big-picture strategies backed by data. Her knack for knowledge-sharing and human kindness shine as a course leader, senior SEO advisor, and passionate mentor in the Women in Tech SEO community.

Course Structure

Introduction

Throughout this course, you’ll discover vital business metrics and how to discern misleading ones. Understand customer interactions shaping impactful measurements for your brand's success.

1 video

12 minutes

Lesson 1: Why Metrics Can Be Misleading

In this lesson, you’ll explore characteristics of helpful metrics as well as some common measurement problems marketers experience.

1 video

13 minutes

Lesson 2: Measuring What’s Actually Meaningful

In this lesson, you’ll learn about marketing measurement plans, how they can help improve reporting, and how to create one.

1 video

13 minutes

Lesson 3: Mapping & Measuring the Customer Funnel

Learn the differences between the customer journey and the customer funnel and how to map and measure the stages.

1 video

13 minutes

Lesson 4: Building Trust in the Funnel

This lesson explores how SEO drives trust across the customer funnel stages—Awareness, Interest, and Consideration. Discover SEO's nuanced support and alignment with the digital marketing funnel's pre-purchase phases.

1 video

13 minutes

Lesson 5. Relationship Management in the Funnel

In this lesson, you’ll discover the pivotal moment where user confidence transforms into lasting customer relationships. Learn how this transition impacts business success and sustains meaningful connections.

1 video

13 minutes

Lesson 6. Dig Deeper With Audience Segmentation

In this final lesson, you’ll learn to identify high-value user groups and understand their behavior through segmentation. Discover strategies to re-engage and optimize digital marketing efforts for enhanced conversions.

1 video

13 minutes

Start learning

Take your knowledge to the next level by completing this course, which is packed with strategies you can start implementing right now.