Lesson 13 of 1610 minAdvanced

Analytics and reports.

Marketing without measurement is guessing. Today you'll learn which numbers matter, where to find them (Instagram Insights, Meta Ads, Google Analytics), and how to turn them into a clear report a business owner understands.

Vanity metrics vs business metrics

Vanity (feel good)	Business (pay the bills)
Followers, likes, views	Leads, orders, revenue
Impressions	Conversion rate
Reach	Cost per order, repeat customers

Vanity metrics aren't useless (they show awareness), but always connect them to business results.

Where to find the numbers

UTM links: know which post worked

Add UTM tags to links so Google Analytics shows exactly where visitors came from:

https://sanasbakery.in/order?utm_source=instagram&utm_medium=bio&utm_campaign=eid_2026

Google's free "Campaign URL Builder" creates these for you.

The one-page monthly report

Sana's Bakery · Marketing report · October

Summary: Orders up 22% vs September, mainly from the Diwali reels and Google reviews.

Key numbers
- Orders from Instagram/WhatsApp: 184 (Sept: 151)
- Ad spend: ₹4,000 · Cost per order: ₹38
- Google reviews: 62 → 81 (avg 4.8)
- Best post: "Cake cutting reel" · 41K views · 96 saves

What worked: Short reels with a strong hook; review QR at counter
What didn't: Static offer posts (low reach)
Next month: 3 reels/week, test a ₹2,500 Meta ads budget for Christmas orders

Lead with the summary, show numbers vs last month, explain why, and end with next steps.

Quick check+10 XP

A client asks "Did marketing work this month?" Which answer is best?

Connect activity to business results with clear numbers.

Final check+20 XP

What are UTM parameters for?

UTMs tell analytics where traffic came from.

Your task (30 min)

If you manage any account (personal or business), open its Insights for the last 30 days. Write a one-page report using the template: summary, key numbers, what worked, what didn't, next month's plan.

Lesson 13 complete!

You know the key metrics, the main analytics tools, UTM links and how to write a one-page monthly report. Next: budgets and ROI.

Next: Budgets and ROI →