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Section 16 · Course Marketing Analytics
Lead → Enrollment → Completion → Certification
Track the whole student journey, not just the sale.
Leads
Customers
Revenue
Why it works
Course businesses scale on completion rates and word-of-mouth. Students who finish refer; students who don't churn.
Connects to
Leads
Customers
Revenue
When to use it
Any time you sell or deliver education.
When NOT to use it
Never skip — completion is the leading indicator of LTV.
How to use it
- Track lead → enrollment conversion rate weekly.
- Track engagement: lesson starts, lesson completes, time spent.
- Track completion and certification rates by cohort.
- Survey graduates for testimonials and case studies.
- Use completion data to drive your sales page proof.
Examples
Cohort
March cohort: 67% completion → use in April ads.
Upsell
Email graduates with the advanced course offer.