How to Use Digital Analytics to Improve Your Marketing Results

However, this is only the very beginning of marketing insights. Web analytics may provide a tonne of information about your website's performance. Still, marketers need more detailed information to understand how their marketing initiatives affect conversion rates and the buyer's journey.

In contrast, digital marketing analytics provides a much more thorough insight into what is (and isn't) effective for your marketing plan.

Understanding and utilizing digital marketing analytics is crucial no matter where you fall in the marketing mix for your business. Analytics data explains precisely how and where you may improve in addition to whether or not your marketing is effective. Everyone can gain from this kind of understanding.

That is why we created this manual. We want you to become an expert in marketing analytics, so your company can advance. We'll discuss what marketing metrics to track, how to interpret and use them in your marketing decisions, and how to use them to expand your company's revenue and profit margins below.

What is digital analytics? 

Analytics for digital marketing translate consumer behavior into helpful business information. Companies that use digital analytics tools can better understand what consumers do online, why they do it, and how to use that information to create more effective digital marketing efforts.

Analytics help your company differentiate between opinion and reality by providing data-driven user behavior insights.

Specifically, marketing with data analytics entails more than just tracking the outcomes of your efforts to demonstrate R.O.I.; it also entails measuring, analyzing, and applying data to your marketing campaigns.

Data gathering comes first. You can get data on user behavior by integrating Google Analytics with your website. Spending time collecting data, understanding it, and then implementing what you learn in your marketing initiatives is the true secret.

Data analytics can be used in both new and ongoing marketing strategies. As an illustration, you could use P.P.C. campaign data to inform the copy for a brand-new email marketing campaign. Alternatively, you might alter the design of your website to improve conversion rates using data from Google Analytics.

Best Metrics for Website Marketing Analytics

The following are digital marketing metrics associated with websites and web activity — a.k.a. web analytics.

Visitor 

A visitor (or user) is anyone who sees your website). A website tracking code allows you to track visitors by placing a cookie in their browser.

Page View

A page view occurs when a browser loads a page from your website. Every time your tracking code is loaded, a page view is recorded.

Session

A session is a collection of website visitors' actions, such as page views, C.T.A.s, and events. After 30 minutes of visitor inactivity, sessions end.

Traffic 

Traffic (or Visits) is the total number of site or page visits in a given period.

Traffic by Channel

Traffic by Channel refers to the overall number of visitors to a website or a specific page for each referral source (such as social media, email, landing pages, etc.).

Traffic by Device 

The total number of site or page views broken down by type of device (such as a smartphone, tablet, desktop, etc.) is known as traffic by device.

Time on Page

The time on page is the average time each visitor spends on your site or page.

How Digital Marketing Analytics Connects Every Business Activity

With the help of digital marketing analytics, marketers can evaluate the success of all aspects of their marketing plan, not just their website. By using digital marketing analytics, marketers can compare the effectiveness of each of their marketing initiatives (such as social media, blogging, and email marketing), their actual return on investment (R.O.I.), and how effectively they're accomplishing their business objectives. 

How can you best organize a business goal to represent the work of your marketing team accurately? is the main query.

Marketers can detect issues with particular channels in their marketing mix using the data they can obtain from full-stack digital marketing analytics. They can then change their strategies and methods to enhance their total marketing activity.

You might spend hours slicing and dicing data in web analytics tools to compare new vs. repeat visitors month after month. But in the end, you won't get a complete picture of your marketing effectiveness.

Marketers are well aware of the limitations in their ability to assess the success of their efforts; this article explains how full-stack digital marketing analytics addresses those limitations.

How to use digital marketing analytics efficiently

Most marketers know that to obtain the insights we've discussed so far, they need to consider more than just website performance and traffic. But why do so many of us still need help gauging the effect and demonstrating the return on investment of our internet marketing efforts?

Probably one of two reasons:

a) We don't have solid goals in place for our campaigns, 

b) We need the means to measure our success. Quite often, you'll find it's a combination of the two.

1) S.M.A.R.T. Goals

Having a workable business goal that combines the priorities of your marketing team is one method to mitigate this. Typically, the S.M.A.R.T. format can be used to do this. Each objective you establish using this technique must be Smart; Measurable; Attainable; Relevant; Timely.

A good business goal will inherently organize your team's tasks toward producing specific outcomes or metrics to measure their progress. For marketing teams, this can be broadly summarized into three major categories: 

a) Web traffic and diversity of sources; 

b) Conversions generated from traffic to produce leads and (eventually) customers; 

c) Identifying net new revenue directly from specific marketing efforts, laying a roadmap for further growth and cost-effective marketing investments.

The truth is that most marketers balance several different digital analytics systems to obtain the information necessary to comprehend their marketing performance and make wise decisions.

They collect data, for instance, about their email marketing through the analytics offered by their email service provider, their social media performance through their social media monitoring tool, and their blogs through their blogging platform. The list is endless.

However, this dispersed reporting method makes it very challenging to draw conclusions and plan the course of your digital strategy.

Implementing an all-in-one marketing and reporting platform that provides end-to-end visibility on your marketing initiatives and enables you to measure everything in one location is the optimal answer.

They collect data, for instance, about their email marketing through the analytics offered by their email service provider, their social media performance through their social media monitoring tool, and their blogs through their blogging platform. The list is endless.

2) Comparing the Report 

You may create data visualizations that show the development of a complete marketing campaign, not just how well a particular piece of content is performing through various channels, using bespoke reporting features rather than simply looking at prepackaged reports for each traffic source. 

Here's how to set up your digital analytics to get this comprehensive picture, showing you where a potential customer came from and where they are headed.

3) Web traffic by the source

This straightforward analysis demonstrates the marketing channels you can use to increase traffic conversion into leads and customers and can be easily customized by date range and source. To get this, use the Traffic Analytics tool from HubSpot.

4) First conversion by source/ persona

The number of new contacts you can generate based on the first content offer or form filled out and link them back to the source of that lead is the metric used in this report to measure your impact.

To see which connections provide the greatest return on the content your team is developing, categorize your contacts based on a specific persona.

5) Contacts funnel report 

The contacts funnel report shows fresh leads that develop into marketing-qualified leads, sales-qualified leads, and finally, new customers by calculating the conversion rates down the marketing and sales funnel.

6) Marketing contribution to revenue

Your utilization of the marketing-qualified lead lifecycle stages, a visualization of those who converted into customers, and an assessment of their relative value in revenue earned will determine the specifics of this bespoke report. 

In the end, marketers in 2023 don't experience a data shortage. On the contrary, a rising variety of analytical tools allow for the tracking and measurement of every campaign, both online and offline.

It would not be easy to find a marketer that doesn't use statistics to demonstrate the effectiveness of their strategies. But what about marketers who use data analytics to guide their marketing strategies? They are a scarce breed.

Now is the moment to do that. Using data analytics in your marketing can eliminate guesswork, revamp your efforts, and boost conversion rates and income.