Have you ever heard “You’re only as good as your last performance”? As a digital marketer, this statement rings true. It’s one thing to create a marketing plan and execute your digital marketing strategies, but reviewing how your marketing campaigns actually performed is a crucial step in determining your return on investment. Enter digital marketing analytics.
98% of consumers expect to make a purchase on social media in 2022. Even if you don’t sell goods and services online, there’s an excellent chance that a potential customer will interact with or research your business online before taking the next step on their customer journey.
One of the benefits of digital marketing data is that it tells you what’s working —and what’s not—to attract customers to your business, which will help you prioritize your efforts and reach more of your ideal clients. It also helps you determine your return on investment (ROI) which is arguably the most important number to pay attention to from a bottom-line perspective.
Understanding digital marketing analytics helps you make decisions based on numbers, not emotions, and maximize your budget.
One of the perks of taking your marketing digital is that everything is trackable! When you collect and analyze your marketing data, the goal is to understand what your baseline is and grow from there.
There are several digital marketing analytics tools that you can use to monitor your data. Here are a few of our recommendations:
You can access almost any data point you can think of when it comes to your website right here. If you want to know how many visitors are coming from social media, organic search, or referral partners, use Google Analytics. If you want to better understand the demographics of your visitors on your website, use Google Analytics. If you’re running an SEO-specific content strategy on your website, this is where you want to be looking.
With 91% of the worldwide search engine market share, it makes sense to use Google’s web data analytics to assess your web search engine optimization and marketing. It’s free for anyone with a Google account!
If you use a social media content scheduler like Hootsuite, Buffer, or Sprout Social, there are a slew of digital marketing analytics tools they provide, and they are usually built into the service for your linked social media channels.
Individual social media platforms will also provide marketing analytics to review, though there may be limitations on deep-diving into the data.
For example, Instagram has preset timeframes to analyze statistics rather than allowing you to select a specific range of dates, making it difficult to analyze month-over-month or year-over-year data.
All email marketing platforms provide data on the performance of your email campaigns. Review them frequently to make sure you’re doing more than just sending emails. You want to ensure that your subscribers are reading and taking action!
The data from your digital marketing analytics will vary depending on the marketing channel. Here’s a breakdown of some common types:
When conducting your web analytics, these metrics indicate who your audience is and how engaged they are:
Track these metrics to gauge how your social media channels are performing:
In addition to reviewing each social channel from a high-level perspective, get into the details! Review these statistics for individual posts; your digital marketing analytics will give you great information on the type of content that’s performing best.
If your marketing budget includes digital advertising, analyze this data to ensure that you optimize your ROI. In addition to engagement, impressions, and reach, you’ll also want to review:
Whatever email marketing platform you use should provide reporting on your marketing campaigns. Look for:
Understanding your digital marketing analytics will give you a clear picture of what digital marketing efforts are working or need to be refocused, and it also helps you determine the ROI on your investment. When you leverage this marketing data effectively, you can hone in and customize your marketing, attract more customers, gain more leads, and improve your bottom line.
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