A practical guide to the metrics that matter across web, search, social, email, and paid media. Learn to calculate, interpret, and connect channel-level KPIs — and avoid the vanity-metric trap.
Topics and managerial frameworks covered in Digital & Social Analytics: Measuring Performance Across Channels:
Students manipulate these interactive visual simulations directly inside the chapter reading before answering gated check-in questions:
Students input spend, impressions, clicks, conversions, and revenue. All derived metrics (CPC, CPM, CPA, CTR, CVR, ROAS) update live as any input changes.
Input followers, reach, impressions, likes, comments, shares and saves to get engagement rate by followers, by reach and by impressions (likes + comments + shares; saves only when ticked). Compares the by-followers rate with the chapter's illustrative ranges.
Input open rate, CTR, hard bounce rate, unsubscribe rate → traffic-light health assessment against industry benchmarks. Open rate is shown as a trend figure only (Apple MPP inflates it) and is not graded.
Three inputs (spend, revenue, margin%) → ROAS, ROI, gross profit, breakeven revenue. Traffic-light indicator.
6-stage funnel with editable conversion rates. Flags the stage with the lowest stage rate, names the stage that loses the most people, and simulates a relative lift at any stage so fixes are comparable.
This chapter connects directly to these full MktPraxis analytical apps (with pre-loaded business case scenarios, CSV upload, and reproducible Python export):
Allocate limited budgets or resources across channels to maximize ROI.
Compare conversion rates between two variants.
Pre-loaded Business Scenarios: StudyFlow Newsletter CTA Test · Retargeting Banner Offer Test · Loyalty Partner Offer Test · Social Post CTA Test (Raw Data)
Cooperative Game Theory. Assign fair credit to channels based on their marginal contribution.
Pre-loaded Business Scenarios: Case F: GlowRoute Summer Glow — Auditing a Last-Click Dashboard
A safe GA4-style analytics account with two years of real traffic. Read the reports, segment the data, diagnose the funnel, and find the measurement problems hiding in it.
A Google Ads account nobody has ever audited. 300 keywords, a live auction you can move, and a budget to defend. Find the waste, tell a rank problem from a budget problem, and commit to a plan.
Tag a campaign, run it for 30 days, and see how much of your dashboard was telling the truth.
Analyze customer emotion using VADER polarity and the NRC-VAD lexicon. Score text on valence, arousal, and dominance, and map sentiments onto Russell's circumplex model.
Pre-loaded Business Scenarios: Reddit Posts: University Enrollment System Feedback · Influencer Swimwear Brand: Customer Review Analysis · Water Bottle Brand Competitive Intelligence