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digital marketing data collection and reporting plan

Perfect 👍 — so your client is “Siddhi Professional”, who offers CMA (India), CMA-US, and other commerce/professional courses.

That means your digital marketing data collection and reporting plan should focus on lead generation, course enrollments, and campaign ROI, not e-commerce revenue.

Let’s completely reframe your onboarding plan and reporting system to fit an education / training institute like Siddhi Professional.

🎯 Objective of Your Role

Collect marketing data and prepare actionable performance reports for Siddhi Professional’s campaigns (Google, Meta, etc.) — to help increase inquiries, demo registrations, and course admissions.

📅 30-60-90 Day Plan (Education Institute Focused)

🗓️ Day 1–7: Setup, Access, and Understanding

Goal: Understand the business, goals, and data sources.

Step 1: Understand the client and goals

Meet with the client or marketing manager to clarify:

  • What courses are priority this month? (CMA, CMA-US, CS, CA Foundation, etc.)

  • Target audience: Students, graduates, working professionals?

  • Primary goal: Lead form fills? WhatsApp inquiries? Free demo bookings?

  • Lead funnel: Ad → Landing page → Form → CRM (how is this tracked?)

Document all of this in a “Campaign Objectives Sheet”.

Step 2: Collect access to tools

Ask for access (view or admin) to:

  • Google Ads

  • Meta Business Manager (Facebook/Instagram Ads)

  • Google Analytics 4 (GA4) — for website traffic and conversions

  • Google Tag Manager (GTM) — to check event tracking

  • CRM/Lead Sheet — where leads are recorded (Google Sheets, HubSpot, or Excel)

  • Google Drive/Shared Folder — for saving daily reports

Step 3: Set up your folders

Create a clear folder structure in Google Drive:

/Siddhi_Professional/
   ├── Data/
   │     ├── Raw_Daily_Exports/
   │     ├── Weekly_Reports/
   │     └── Monthly_Reports/
   ├── Templates/
   └── UTM_Campaigns/

Step 4: Define tracking events (GA4 / GTM)

These are the key events you must track:

Event Name Description Example Parameter
page_view Any page visit page_url
lead_form_submit Form filled for inquiry course_name
whatsapp_click Click on WhatsApp CTA page_url
call_click Click-to-call phone_number
brochure_download Download course brochure course_name

🗓️ Day 8–30: Data Collection & Basic Reporting

Goal: Start collecting consistent data and preparing your first reports.

Step 5: UTM & Campaign Naming Convention

Create a UTM naming sheet to maintain clean tracking.

Example:

utm_source utm_medium utm_campaign utm_content
google cpc cma_india_jan2025 headline1
facebook paid_social cma_us_leads image_a
instagram paid_social cma_awareness_feb2025 video_reel

✅ Share this UTM format with whoever runs ads — it ensures you can identify campaigns easily later in reports.

Step 6: Collect Daily Data

Use a simple daily tracking sheet (Google Sheet).

Columns:

Date Source Campaign Impressions Clicks CTR Leads CPL Conversion Rate Remarks

  • Pull data from Google Ads & Meta Ads daily.

  • Leads count = number of form fills or WhatsApp clicks.

  • Add remarks (e.g., "Lead drop due to form error", "New ad launched").

Step 7: Connect GA4 + Ads

  • Link GA4 with Google Ads (Admin → Product Links).

  • In GA4, mark “lead_form_submit” as a Conversion.

  • Check if conversions are firing (use DebugView in GTM).

Step 8: Weekly Summary Report

Make a 1-page summary each week for your manager/client.

Sections:

  1. Overview: Leads, CPL, CTR, and Spend summary.

  2. Channel Breakdown: Google vs Meta vs Organic.

  3. Top Performing Campaigns: Best CPA or best CTR.

  4. Recommendations: Which campaign to scale or pause.

🗓️ Day 31–60: Improve Accuracy & Dashboard

Goal: Automate data flow, clean data, and improve reporting insights.

Step 9: Check data consistency

Compare:

  • GA4 conversions vs Lead Sheet entries.

  • Meta leads vs CRM leads (some duplicates or missing may occur).

  • Google Ads conversion tracking accuracy (use Tag Assistant).

Document issues in a “Data Error Log”:
| Date | Issue | Platform | Fix | Status |

Step 10: Automate Reports

Set up a Looker Studio (Google Data Studio) dashboard:

  • Sources: Google Ads, Meta Ads, GA4

  • Metrics: Spend, Clicks, Leads, CPL, Conversion Rate

  • Filters: By campaign, course, source, date range

  • Auto-refresh weekly

Dashboard sections:

  1. KPIs Summary

  2. Lead Trend (line graph)

  3. Campaign performance table

  4. Source comparison

  5. Weekly/Monthly goal tracker

Step 11: Create Monthly Executive Report (Google Slides or PDF)

Structure:

  1. Overview (lead trend vs target)

  2. Ad Spend & ROI summary

  3. Channel performance

  4. Top courses performance (CMA vs CMA-US)

  5. Insights (e.g., “CMA-US leads cost ₹50 more per lead than CMA India”)

  6. Action plan for next month

🗓️ Day 61–90: Optimization & Strategy

Goal: Use data to improve results, not just report them.

Step 12: Analyze performance

  • Identify top-performing keywords, creatives, audiences.

  • Compare performance across courses.

  • Evaluate Lead Quality (with CRM data if available).

Step 13: ROI & Funnel Analysis

If the CRM has data for admissions:

  • Track “Leads → Enrollments → Fees Collected”

  • Calculate ROI and student acquisition cost.

Step 14: Build a Monthly Trends Report

Include:

  • Month-over-month changes in leads, CPL, conversion rate.

  • Ad spend efficiency trends.

  • Seasonal observations (exam season, admission period).

Step 15: Create a Feedback Loop

Every month:

  • Present key insights to Siddhi Professional team.

  • Recommend:

    • Which ad sets to scale.

    • Which audiences to retarget.

    • Landing page improvements.

🧩 Tools You’ll Use Daily

Purpose Tool
Website traffic Google Analytics 4
Campaign data Google Ads / Meta Ads Manager
Tag tracking Google Tag Manager
Dashboards Looker Studio / Power BI
Lead tracking Google Sheets / CRM
Reporting Google Slides / Sheets
Communication WhatsApp / Email / Slack

📊 Key Metrics to Track Weekly

Metric Description Goal
Leads Total inquiries / forms filled ↑ steady growth
CPL Cost per Lead (Spend / Leads) ₹150–₹400 typical range
CTR Ad Click-through rate >2% (Google), >1% (Meta)
Conversion Rate Clicks → Leads 5–10% (landing pages)
Bounce Rate % of users leaving page quickly <40% ideal
Ad Spend Total weekly spend within target budget

✅ Deliverables You Should Produce

Timeline Deliverable
Day 3 Access checklist + Campaign goals doc
Day 7 UTM & Event Tracking sheet
Day 10 Daily tracking sheet live
Day 14 First weekly report
Day 30 First monthly report (PPT/PDF)
Day 45 Looker Studio dashboard
Day 60 Data consistency audit
Day 90 ROI & Funnel analysis report

Would you like me to create the ready-to-use templates for:

  1. Daily Data Collection Sheet

  2. Weekly Report Template

  3. Monthly Executive Deck

  4. UTM Naming Format Sheet

  5. GA4 Event Tracking Sheet

I can generate all 5 (in Google Sheets / Docs format) — you can directly start using them for Siddhi Professional.
Which one would you like first?

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