4 parts, about 20 minutes. Your work saves itself in this browser. See the guide again
People in marketing analytics and martech bring order to data: they understand where visits come from, where customers are lost and which tools to use to measure. All starting from one rule: in the EU, measuring tools that use cookies only start with consent.
Every visit comes from a channel. Organic search: a normal Google result. Paid: an ad or a sponsored post. Email: a link in a newsletter. Social: a link in a post or profile that isn't sponsored.
For exampleA candle shop gets visits from Google (organic), from a Google ad (paid) and from the bio link on Instagram (social).
UTMs are labels added to the end of a link (utm_source, utm_medium, utm_campaign) that tell analytics tools where a visit comes from. They must always be written the same way, in lowercase, otherwise the data splits.
For exampleshop.example/candles?utm_source=newsletter&utm_medium=email&utm_campaign=christmas
It's the series of steps from visit to order: visit, cart, checkout, order. For each step you calculate how many move on to the next and compare with typical values: the step well below average is the weak point.
For example4,000 visits, 400 carts (10%), 300 checkouts (75%), 80 orders: from checkout to order only 27%, against a typical 50-70%.
The cookie banner must show "Accept" and "Reject" equally, and analytics and advertising tools must only start after a yes. Scrolling the page isn't consent. Customer data must be kept secure.
For exampleThe candle shop shows both buttons the same; if the person rejects, the ad pixel doesn't start.
For each visit ask yourself two things: where did it start (Google, an email, Instagram)? And was something paid to make it appear (an ad or a sponsored post)? If so, the channel is "paid", even if the platform is Google or Instagram.
For exampleCandles: a click on a sponsored Instagram post is paid; a click on the bio link of the same profile is social.
Every visit comes from a channel. Choose the right one for each.
Why it matters. Splitting visits by channel shows what works and where to invest. Careful: the same place (Instagram) can be free social or paid advertising.
A good UTM link has the three main parameters (source, medium, campaign), all lowercase, with clear names that match the ones already used. A link without UTMs, or written differently each time, makes the data confusing.
For exampleTo the tools, utm_source=newsletter and utm_source=Newsletter are two different sources: the data splits in two.
UTM parameters are labels added to a link so analytics tools can tell where a visit comes from. Which link do you use in the next newsletter?
Why it matters. Without UTMs, newsletter visits get mixed up with the others. With UTMs always written the same way (lowercase, hyphens, clear names) reports become readable.
Calculate each step by dividing the people who reach the next step by the people at the step before. Compare each result with the typical value on the card: the weak point is the one furthest below average. Then ask yourself what happens at exactly that step.
For exampleCandles: 80 orders ÷ 300 checkouts started = 27%, well below the typical 50-70%. What does the person find out when paying? Often the shipping costs.
The funnel is the steps from visit to order. Using the data card, find the weak point.
Why it matters. The funnel is read step by step, comparing each step with typical values. That's how you find where to act, instead of buying more visits that will be lost at the same point.
There can be more than one right answer. Keep the choices that respect consent (equal buttons, tools started only after a yes) and the ones that bring order (shared UTM rules). Discard tricks to make people accept and any unsafe use of data.
For exampleA banner with a big orange "Accept" and a small grey "Reject" pushes people to accept: it's not freely given consent.
What do you do to collect data correctly and tidily? Choose all the right things, and only those.
Why it matters. Martech is the set of marketing tools: analytics, CRM, email, advertising. They need to be set up properly and within the rules: in Italy the data protection authority's cookie guidelines (2021) require rejecting to be as easy as accepting, and scrolling not to count as consent.
Luca has written to you: The data makes no sense. You'll solve it in 4 parts, in about 20 minutes.
Here you'll find the request and a card with the numbers. Use them to answer: that's where the right answers are.
The parts one below the other. You don't need to write anything: choose in the tables, among the proposals and in the menus. Watch out for traps!
Checks turn green when something is right, and I tell you what to fix. Each hint you open costs 5 points.
Your work stays saved in this browser. At the end click Submit and compare to see your points and the solution.