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Marketing Analytics LMS

Level 1 - Basic "Tool-On" Skills

Level 1 - Basic “Tool-On” Skills

Section titled “Level 1 - Basic “Tool-On” Skills”

Goal: Start doing simple, hands-on work in the analytics tool. No complicated math.

Simple clicks, real insights.

Overview

Section titled “Overview”

Now you start using your actual analytics tool (PostHog, Moon, etc.).

This level teaches you:

  • How to view all landing pages
  • How to drill from charts to individual people
  • How to navigate user profiles (properties, events, recordings)

Everything is hands-on. Do the exercises in your real tool.

Modules

Section titled “Modules”

Module 1.1 - Looking at Landing Pages in the Tool

Section titled “Module 1.1 - Looking at Landing Pages in the Tool”

Lessons:

  • Lesson 1.1.1: See All Landing Pages
  • Lesson 1.1.2: From a Page to Real People

Based on: Encyclopedia - Practical Examples (Landing Page View Tracking; Landing Page → Users → Sessions Drill-Down)

Module 1.2 - People, Properties, Events

Section titled “Module 1.2 - People, Properties, Events”

Lessons:

  • Lesson 1.2.1: Navigate Properties / Events / Recordings tabs
  • Lesson 1.2.2: Recognize basic marketing properties
  • Lesson 1.2.3: Exercise - Profile deep dive

Based on: Encyclopedia - Practical Examples (User Profile Deep Dive)

Module 1.1 – Looking at Landing Pages in the Tool

Section titled “Module 1.1 – Looking at Landing Pages in the Tool”

Lesson 1.1.1: See All Landing Pages

Section titled “Lesson 1.1.1: See All Landing Pages”

Goal: Learn how to view all pages users land on (without pre-defining them).

Key Facts:

  • The system shows all entry pages automatically
  • You never need to ask “which landing pages should I track?”
  • New campaigns/pages appear without manual configuration

Tool Exercise (Do this in your actual tool):

  1. Open your analytics tool
  2. Find the event for landing page views (e.g., conv_landing_page_view, $pageview, or equivalent)
  3. Create a chart:
    • Event: Landing page view
    • Group by: Path or URL
    • Time range: Last 7 days
    • Visualization: Line chart or table
  4. Observe:
    • What are the top 3 landing pages?
    • Any unexpected pages (like /terms, /about)?
  5. Write down: “I found [X] landing pages in the last 7 days”

💡 See Real Example: Our production landing pages dashboard →

Deep dive: Encyclopedia - Practical Examples - Landing Page Tracking

Lesson 1.1.2: From a Page to Real People

Section titled “Lesson 1.1.2: From a Page to Real People”

Goal: Click through from a landing page chart to see actual users.

Key Facts:

  • Every data point = specific people
  • Click through to see who they are
  • Each person has properties, events, session recordings

Tool Exercise:

  1. From your landing page chart (Lesson 1.1.1), pick a landing page
  2. Click on a data point (specific day or total)
  3. Tool shows list of people who landed there
  4. Pick 2-3 random users, click into profiles
  5. For one user, answer:
    • Which landing page?
    • Where did they come from? (Check utm_source)
    • What did they do next? (Check events)
    • Did they convert or drop off?

Deep dive: Encyclopedia - Practical Examples - Drill-Down Workflow

Module 1.2 – People, Properties, Events

Section titled “Module 1.2 – People, Properties, Events”

Lesson 1.2.1: Navigate Properties / Events / Recordings tabs

Section titled “Lesson 1.2.1: Navigate Properties / Events / Recordings tabs”

Tool Exercise:

  1. From any user profile, explore the tabs:
    • Properties tab: User attributes (device, location, marketing params)
    • Events tab: Chronological list of everything they did
    • Recordings tab: Video of their sessions (if available)
  2. Pick one user and write down:
    • 3 interesting properties you see
    • 3 events they triggered
    • One insight from watching their recording (if available)

Lesson 1.2.2: Recognize basic marketing properties

Section titled “Lesson 1.2.2: Recognize basic marketing properties”

Key properties to know:

  • utm_source: Traffic source (fb, google, email)
  • utm_campaign: Campaign name
  • campaign_id: Platform campaign ID
  • ad_id: Platform ad ID
  • affid: Internal traffic source identifier
  • landing_page: Where they landed

Tool Exercise:

Pick any user and identify:

  • Which traffic source? (utm_source)
  • Which campaign? (campaign_id or utm_campaign)
  • Which landing page?

Lesson 1.2.3: Exercise - Profile deep dive

Section titled “Lesson 1.2.3: Exercise - Profile deep dive”

Full exercise:

  1. Find a user who converted (became a lead or made a purchase)
  2. Document their journey:
    • First landing: Date, page, utm_source, campaign_id
    • Events: List 5-10 key events in order
    • Conversion: What did they convert to? (Lead? Sale?)
    • Time to convert: How long from landing to conversion?
  3. Find a user who dropped off (didn’t convert)
  4. Compare: What’s different between the converter and the drop-off?

Deep dive: Encyclopedia - Practical Examples - User Profile Deep Dive

Level 1 Complete

Section titled “Level 1 Complete”

You’ve completed Level 1. You can now:

  • View all landing pages in your tool
  • Drill from charts to individual people
  • Navigate user profiles (properties, events, recordings)
  • Recognize basic marketing parameters

You’re now tool-proficient at the basic level.

Next Steps

Section titled “Next Steps”

👉 Continue to Level 2: Level 2 - Attribution Fundamentals

Now you’ll learn how attribution actually works.