This 5-session course will give you practical, hands-on experience you need to effectively measure your digital ad campaigns. This isn’t another boring software training filled with technical-speak and corporate examples. This course is just for nonprofit, government and political campaign staff. That means you’ll get hands-on experience with scenarios relevant to your work.
Digital platforms like Google and Meta have made advertising affordable and accessible – even to small nonprofits with limited staff and budget. But just because it’s easy to run ads, doesn’t mean measuring results is simple. Determining whether a campaign is reaching the right audience, driving donations, or generating new emails – and at what cost – is tough. It requires setup work, an understanding of the data, and staying up with constantly changing tech and privacy developments.
This class focuses on a mix of technical understanding and hands-on practice. The course gives you the technical background to understand what buzzy terms like “remarketing” and “cookie consent” mean – and to set them up for your organization. You’ll learn to select meaningful KPIs and translate those metrics into concrete improvements in your ad and landing page design.
This class also specifically explores the unique needs of non-profit marketers who create and manage digital advertising campaigns. We tackle topics such as measuring campaigns with no monetary conversion, weighing audience privacy concerns, and tracking ads when you have limited staff and budgets.
We’ll cover:
- How to efficiently track your ads. Too much data makes understanding basic ad performance into a time-consuming analysis project. This class will help you streamline it.
- Stop just reporting numbers. We cover how to translate ad metrics into more effective ad campaigns.
- Stay current in a changing field. We cover the latest changes to ad tracking – and what nonprofits can do to stay relevant.
- Understand the tech behind ad tracking. We cover how pixels and cookies work.
- Practice setting up ad tracking with Google Tag Manager.
Sessions will be at 3 ET / noon PT on Tuesday and Thursday.
- Tuesday, May 28
- Thursday, May 30
- Tuesday, June 4th
- Thursday, June 6th
- Tuesday, June 11th
