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Tier 0 · Foundations Free

Measurement: Foundations

How to tell whether paid media is working: choosing the right numbers, setting up tags, Google Analytics 4, UTM links, attribution, tracking calls and offline sales, testing what ads really cause, and Canadian privacy rules. No experience needed.

  • 8 lessons
  • 2–3 hours
  • 20-question exam
  • 80% to pass

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What you’ll be able to do

  • Pick KPIs that tie ad spend to business results
  • Plan and test conversion tracking across Google, Meta and other platforms
  • Find your way around Google Analytics 4: events, key events, channels and reports
  • Build consistent UTM links and read campaign traffic in GA4
  • Explain why platforms disagree on conversions, and which numbers to trust for what
  • Set up basic tests and report honestly, within Canadian privacy law

The certification

Pass the timed exam (20 questions, 30 minutes, 80% to pass) to earn the Measurement Certification: Foundations. It has its own certificate ID and a public check page, is valid for 2 years, and adds to your LinkedIn profile in one click. It also counts toward the PaidMedia.ca Foundations Certification.

PaidMedia.ca certificates are not issued or endorsed by Google, Meta or any other ad platform.

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Lessons, exams and certificates are for PaidMedia.ca members. Membership is free: join to start, or log in if you already have an account.

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