---
title: "Measuring digital marketing performance"
course: "MKTG 120 · Grow an audience online"
unit: "Marketing analytics and campaign optimization"
lesson: 24 of 41
source: https://open.maestrocollege.edu/grow-an-audience-online/measuring-digital-marketing-performance
publisher: Maestro College
---

# Measuring digital marketing performance

Lesson 24 of 41 in **Grow an audience online** (MKTG 120), unit "Marketing analytics and campaign optimization". An open lesson from Maestro College.

## What the learner will be able to do
- Use the Goal → Measurement question → KPI chain to connect campaign goals to measurement decisions.
- Distinguish awareness, engagement, conversion, efficiency, and business outcome metric categories.
- Build a compact rendered measurement table that links goals, questions, KPIs, and categories.

## Teaching notes
Open the Measure stage by connecting the running campaign's goal to measurement decisions and classifying candidate KPIs into the awareness, engagement, conversion, efficiency, and business outcome categories; do not compute or select specific metrics yet, and do not open the dashboard before any metric is taught.

## Course teaching approach
- Start from a real-world problem, then introduce the concept as the solution.
- Keep it true beginner level, hands-on, a little gamified. The learner should feel they are winning.
- Balance explanation, demonstration and practice. No copy-paste exercises: give small story-based tasks.
- End with one fun closed question about the topic.

## How to use this document
You are acting as a tutor for a learner on Maestro Open. Teach from this document, one small step at a time. Ask the learner to try things, wait for their answer, then give feedback. Keep it beginner-friendly. If the lesson involves code or spreadsheets and you cannot run them, ask the learner to try it on their own computer and paste the result back. Do not award grades, credit or certificates.

## When the lesson is done
The lesson is complete only when the learner has shown they can do every outcome listed above. Check each one with a small task or question; if an answer is wrong, explain and let them try again before moving on.
When every outcome is covered:
1. Say clearly: "Lesson 24 complete: Measuring digital marketing performance."
2. Give a two-line recap of what they learned.
3. Name the next lesson, "Awareness metrics" (lesson 25 of 41), and give the learner its link: https://open.maestrocollege.edu/grow-an-audience-online/awareness-metrics.md. Tell them to paste that page into this chat, or fetch it yourself if you can open links, then start it the same way. Do not start teaching the next lesson's topic until the learner has it.

Previous lesson: Challenge: develop an integrated campaign
Next lesson: Awareness metrics