FunnelGym

Marketing Analyst

Turn data into decisions: accurate measurement, clean reports, clear insights.

Level
Intermediate
Duration
~29 hours
Live
35/81
Free
1
Start the free workoutExplore the learning path

No credit card required. No marketing experience needed.

Hands at a laptop and an open notebook with sketched boxes and arrows on a café table, a tram passing outside the window

Program map

35

35 of 81 workouts live today

One bar per module, in program order.

Has free workouts
Pro
Coming soon

From the fundamentals to your own work.

Shared foundations, a focused specialty, and projects that bring your practice together.

  1. 1The Marketing FunnelStart here1 freeThe journey that turns a stranger into a customer, and a customer into a loyal fan, plus the metrics that measure each stage.6 workouts, 35 min

    See the full module guide

    Portfolio project: Map a brand's funnel. A one-page funnel map: stages, metrics, the weakest stage and two improvement ideas.

    Open project
  2. 2Target Audience and Value PropositionNo ad works until you know who you are selling to: personas, segmentation and a clear value proposition.5 workouts, 29 min

    See the full module guide

    Portfolio project: Write two personas and a value proposition. Two persona cards, plus a value proposition for each persona backed by three pieces of evidence.

    Open project
  3. 3Marketing Metrics and KPIsKnowing which numbers really matter: choosing KPIs, unit economics, profitability and setting realistic targets.6 workouts, 37 min

    See the full module guide

    Portfolio project: Design a KPI dashboard for an online store. A metric tree diagram, a break-even ROAS calculation and a draft dashboard with 5 KPIs to track every week.

    Open project
  4. 4The Digital Channel MapSearch, social media, marketplaces, email and messaging: what each channel is good for and where your customers actually spend their time.6 workouts, 34 min

    Portfolio project: A channel plan for the first 90 days. A budget split by channel, the role of each channel and success metrics for the first 90 days.

    Open project
  5. 5Landing Pages and OffersComing soonThe page the ad sends people to: message match, page structure, offer design, no-code tools and the numbers that tell you if it works.6 workouts, 34 min
    • 1Message match: the ad and the page must say the same thing5 minComing soon
    • 2Anatomy of a landing page that converts6 minComing soon
    • 3Designing the offer: lead magnet, trial, consultation, discount6 minComing soon
    • 4Building one with no-code tools: Webflow, Framer, WordPress, Carrd6 minComing soon
    • 5Forms, friction and the thank-you page5 minComing soon
    • 6Landing page metrics: conversion rate, cost per lead, speed6 minComing soon

    Portfolio project: Build a landing page for a local service. A live no-code page or a complete mockup, the matching ad, and a form-to-CRM handoff plan.

  6. 6Google Analytics 4 BasicsComing soonUnderstanding GA4's event-based model, reading its reports, and tagging and interpreting traffic sources correctly with UTMs.6 workouts, 37 min
    • 1The event-based model: everything is an event6 minComing soon
    • 2GA4 property, data stream and core settings6 minComing soon
    • 3Traffic sources, UTMs and channel groups7 minComing soon
    • 4Standard reports and Explorations6 minComing soon
    • 5Key events and e-commerce events6 minComing soon
    • 6Interpreting the numbers: why is "direct" so high?6 minComing soon

    Portfolio project: A UTM standard and a GA4 channel analysis. A UTM naming standard, a UTM builder sheet and a channel performance report.

  7. 7Google Tag ManagerComing soonMeasurement without waiting on a developer for every change: tags, triggers, variables, the data layer and testing in Preview mode.6 workouts, 36 min
    • 1Tags, triggers, variables6 minComing soon
    • 2The data layer: a shared language with developers7 minComing soon
    • 3Sending GA4 events with GTM6 minComing soon
    • 4Setting up Google Ads, Meta and TikTok tags6 minComing soon
    • 5Preview mode and debugging6 minComing soon
    • 6Container organization, naming and version control5 minComing soon

    Portfolio project: An e-commerce tagging setup. A dataLayer spec, a GTM tag and trigger table and a testing checklist.

  8. 8Conversion Tracking and Server-Side TaggingComing soonAccurate data after cookie restrictions: conversion tags, enhanced conversions, the Conversions API and server-side GTM.6 workouts, 36 min
    • 1What counts as a conversion? Micro and macro conversions5 minComing soon
    • 2Google enhanced conversions and first-party data6 minComing soon
    • 3Server-side tagging: how does sGTM work?7 minComing soon
    • 4Deduplicating browser and server events6 minComing soon
    • 5Offline conversions: connecting phone and in-store sales to ads6 minComing soon
    • 6Why don't platform and CRM numbers match?6 minComing soon

    Portfolio project: Write a measurement plan. A measurement plan document: event dictionary, parameters, data flow diagram and testing checklist.

  10. 10Reporting with Looker StudioComing soonTurning data into a dashboard that drives decisions: data sources, choosing charts, calculated fields and presenting reports to managers.5 workouts, 30 min
    • 1A good report: the question first, then the chart6 minComing soon
    • 2Connecting data sources: GA4, Google Ads, Sheets6 minComing soon
    • 3Choosing the right chart5 minComing soon
    • 4Calculated fields and data blending7 minComing soon
    • 5Presenting a report: writing insights and recommendations6 minComing soon

    Portfolio project: A multi-channel performance dashboard. A shareable Looker Studio dashboard (or a design mockup) and a weekly insights summary.

  11. 11Attribution and Measurement StrategyComing soonWhich channel drove the sale? Attribution models, double counting across platforms, attribution windows and the measurement triangle.5 workouts, 31 min
    • 1What is attribution, and why does every channel claim the sale?6 minComing soon
    • 2Last-click and data-driven attribution6 minComing soon
    • 3Why do platform reports add up to more than the total?6 minComing soon
    • 4View-through conversions and attribution windows6 minComing soon
    • 5The measurement triangle: attribution, incrementality, MMM7 minComing soon

    Portfolio project: An attribution gap report. A cross-source comparison table, explanations for each gap and a one-page measurement framework.

  12. 12Marketing Data Analysis: From Spreadsheets to CohortsComing soonAnalyzing data yourself with Google Sheets, pivot tables and basic SQL, and understanding user behavior with funnel and cohort analysis.6 workouts, 36 min
    • 1Pivot tables and core formulas in Google Sheets6 minComing soon
    • 2SQL for marketers: SELECT, WHERE, GROUP BY7 minComing soon
    • 3Querying GA4 data in BigQuery6 minComing soon
    • 4Funnel analysis: where do users drop off?6 minComing soon
    • 5Cohort analysis and the retention curve6 minComing soon
    • 6Telling stories with data5 minComing soon

    Portfolio project: A cohort and funnel analysis report. Funnel and cohort tables (Sheets or SQL queries), a retention chart and an analysis report with 3 recommendations.

  13. 13AI in MarketingMake AI your teammate for content, ad creative, analysis and research, and understand how AI search is changing marketing.6 workouts, 35 min

    Portfolio project: Build an AI-assisted campaign workflow. A prompt library with at least 8 prompts, the campaign materials you produced and a workflow diagram showing where human review comes in.

    Open project
  14. 14Portfolio, Resume and InterviewsProve what you have learned to a recruiter: a project portfolio, an ATS-friendly resume, a LinkedIn profile and case interview practice.6 workouts, 35 min

    Portfolio project: Capstone case: an end-to-end marketing plan. A 10-slide capstone presentation, a one-page ATS-friendly resume and a case summary for your portfolio page.

    Open project

35 of 81 workouts in this program are live today, across 14 modules. Workouts take 5 to 7 minutes; projects need a longer, focused session.

What you'll be able to practice

You learn to collect reliable data with GA4, Google Tag Manager and server-side tagging, and to measure in a privacy-compliant way with cookie consent and Consent Mode v2. You build Looker Studio dashboards, work with attribution models, and run funnel and cohort analyses in Google Sheets, SQL and BigQuery to produce reports that help the marketing team make decisions.

Roles it prepares you for

Job titles you'll see in listings for this work. Titles differ from company to company, so read the duties in the listing, not just the title.

  • Marketing Analyst
  • Digital Analytics Specialist
  • Web Analyst
  • Marketing Data Analyst
  • Reporting Analyst
  • Digital Marketing Analyst

What the work looks like day to day, pay by level and country, and how the role grows: Marketing Analyst

  • Write a dataLayer spec for an online store and set up GA4 and ad tags with GTM.
  • Prepare a privacy-compliant measurement plan that includes cookie consent and Consent Mode v2.
  • Combine GA4, Google Ads and Meta data into one Looker Studio dashboard.
  • Explain sales gaps between platforms and propose a measurement framework to leadership.
  • Run funnel and cohort analyses with SQL and Sheets and present the findings as a data story.
A printed one-page report with a blue bar chart on a desk, a hand holding a pen beside it

Work you can explain.

A portfolio project at the end of every module.

Example portfolio direction

Map a brand's funnel

Using the ad and sales data of a fictional brand, map every stage of its funnel, pick one metric for each stage and find the stage where the most customers drop off.

What you hand in: A one-page funnel map: stages, metrics, the weakest stage and two improvement ideas.

How the project is judged

  • Accuracy
  • Diagnosis
  • Ideas
  • Clarity

A clear place to begin.

Built for complete beginners and career switchers. You don't need a client account or your own ad budget: you work with realistic, fictional-brand scenarios.

Start with one decision.

Your first workout is ready when you are.

Open the free workout

No credit card required. No marketing experience needed.