Fundamentals of Digital Ad Tracking



DAA is excited to offer the new Fundamentals of Digital Ad Tracking course. This course consists of (6) 1-hour, live instructor-led sessions, taught by industry expert, Emily Patterson. The class meets live weekly for six weeks.

Digital ad platforms like Facebook and Google have made advertising more affordable and accessible. But just because it’s easy to run ads, doesn’t mean measuring them is a piece of cake. This course will prepare you to successfully track your advertising and get more results and a better ROI.

If you work in marketing, you’ve probably heard this adage: “Half of the money I spend on advertising is wasted. The problem is I don’t know which half.” It’s an often-repeated quote for a reason. Even today with digital advertising channels providing more data points than we could ever monitor, determining whether a campaign is actually driving purchases or new leads – and at what cost – isn’t easy. It requires setup work, an understanding of the data, and staying on top of developments in the field.

This class will give you the technical background to understand what buzzy terms like “remarketing” and “third-party cookies” mean. It will also provide the practical, hands-on experience you need to set up tracking for your digital campaigns.


DAA Member: $550 

Non-Member: $750


Class 1: The basics of ad tracking:
  • How has going digital changed ad tracking
  • Different types of digital ads and what we measure for each
  • PCP? CTR? ROI?  What do all those acronyms mean
Class 2: Pixels and retargeting:
  • How does ad tracking work?
  • What’s the difference between 1st party and 3rd party cookies?  
  • Retargeting/remarketing? What does it mean?
  • How to build retargeting/remarketing audiences
Class 3: Cross-channel tracking:
  • How do you measure ads when you are running many types at once?
  • How to use campaign tagging to track different ad channels
  • Intro to different measurement models: first click vs. last click
  • Intro to cohort tracking
Class 4: Use Google Tag Manager to track website conversions:
  • What is Google Tag Manager? How does it work
  • Installing ad pixels
  • How to QA your tracking
  • Overview of more advanced tracking and resources
Class 5: Test ads variations with A/B testing:
  • What is A/B testing?
  • How to design a good A/B test
  • Creating an A/B testing culture in your office
Class 6: The future of ad tracking:
  • Is privacy the future? How and why ideas about online privacy are changing
  • How Google and Apple’s big announcements are altering the industry
  • What companies are doing to respond


Upon completion of the course, candidates/participants will receive:

  1. Certificate
  2. Digital Badge
  3. Evaluation

Class Times and Dates

To be announced

Meet your Instructor:

Emily Patterson founded Bee Measure in 2016 to help nonprofits and government clients understand their audiences and measure their digital outreach. Emily works with fundraising and communications teams, helping them develop the skills and processes they need to make data-driven decisions. Bee Measure’s client list includes Smithsonian, the State of New York, World Wildlife Fund, Better Business Bureau, PBS, Rainforest Alliance and more.

Before starting Bee Measure, Emily was the Sr. Manager for Digital Analytics at Public Broadcasting Service. There, she helped PBS get insight into their diverse audience and create easy-to-use websites and applications. Emily lives in Charlottesville, Virginia, with her husband and dog. When she’s not getting nerdy at work, she enjoys skiing, camping, and reading. She is also a board member for the Social Marketing Association of North America and a chapter lead for the Digital Analytics Association.