Marketing Analytics: How to Make the Most of Your Campaigns 

You can use analytics to develop the marketing strategy of your business and to allocate your marketing budget. Without analytics, it is almost impossible to track the results of digital marketing. 

There are many analytics tools. The most widely used is Google’s free tool Google Analytics. It allows you to monitor the efficiency of your digital channels. The monthly report will show you the key metrics for your marketing campaigns, so you will know how they are performing.

Track your customers on your website

Analytics help you track what your customers are doing on your business website. Google Analytics also allows you to improve your website based on your customers’ buying behavior. In general, the most important things to track from analytics include-

• Where do most of your customers find your website
• Customer demographics (age, gender, etc.)
• Customer locations based on geography
• What pages of your business website do customers visit, and what do they do there
• Which parts of your site customers leave quickly without doing anything

Using analytics in e-commerce

In the case of e-commerce, it is interesting to track things like

• What products are customers interested in?
• What products are being added to the shopping cart?
• How many products do customers add to their cart, and from which sources do they purchase more products?
  • How can you invest in the most profitable marketing channel (Facebook, Google, YouTube, etc.)?

Analytics as a tool for setting goals

Analytics allow you to track the desired actions on your website. For example, Google Analytics will enable you to set tracking goals such as

• Number of contacts
  • Emails
  • Calls (usually by mobile phone)
  • Contact forms
• Blog reads
• Subscriptions to the newsletter
• E-commerce purchases (dollars and products)
• PDF file downloads

Based on the business website, analytics offers numerous tracking options. You can track virtually any activity you want on your website. 

You may, for instance, want to track how many visitors you get to the contact page, as some of these customers contact you by sharing the phone number or opening their email client to get in contact. 

These contacts can’t be measured by analytics, so it is, therefore, useful to count the number of visitors to the contact page, as some of these potential customers will eventually contact you.

Analytics can improve marketing, but how?

What are the concrete benefits of analytics? Let’s take the example of a company that does Facebook advertising and Google advertising. Analytics helps determine the productivity of these two channels and whether it is worthwhile to continue using both channels or perhaps invest in only one.

Analytics on Facebook

When it comes to Facebook advertising, the most commonly used metrics are

1. The number of customers reached.
2. How many times an individual customer has seen your ad
3. How many of those customers have gone to your business website
4. Did you get more likes and followers on your Facebook page
5. How many customers contacted you after going to your website
6. A comprehensive breakdown of your online sales and Facebook advertising in dollars.

Analytics on Google

The most common metrics used in Google keyword advertising are

1. How many people have seen your ad
2. How many people clicked on your ad and went to your website
3. Your customers’ average time spent on your site
4. How many different pages the customer visited
5. What percent of sales from your online shop came from Google advertising, and how many customers bought from your online shop

Analytics play a vital role in improving advertising campaigns because, without analytics, you may well be investing in a channel that is not producing the desired results for your business.

The use of different channels (Google/ Social Media) for analytics

Analytics helps you to measure digital marketing results very accurately, regardless of the channel. However, it’s important to remember that each channel is slightly different and has its own place in the customer’s buying journey. 

For example, you can measure direct contacts from social media and traffic from Google. 

In social media, however, the main focus is on building awareness among the desired target group. The more your brand is known, the more potential customers will search for you on Google, resulting in sales/contacts appearing in Google advertisements. 

This doesn’t mean that Google advertising alone will generate a contact because the customer found your business on social media in the first place. Here, we often mention the helpful features of different channels when viewed in relation to one another.

Thus, you should know that your website traffic and the number of potential customers you reach are the most important indicators of social advertising. For Google advertising, the most important indicator is direct contacts, since search advertising, in particular, is usually at the very end of the purchase path. 

What can you do to improve your website’s performance?

Analytics is an important tool for measuring results if you use it correctly. Analyses alone do not make your marketing campaigns efficient, but the measures you take, based on the analytics you collect. Here are a few tips for moving forward with analytics:

1. Set up Google Analytics on your website
2. Define your goals for analytics (contacts, etc.).
3. Set up a monthly report that you will receive in your inbox
4. Set up a schedule for your conversations, define the number of contacts you want to have, and set up a monthly analysis of the results.
5. Find the most productive channels and invest only in them.
6. Increase your investments only in light of the results and always start with a small amount

The Kubla team has years of experience working with analytics. We continually help our clients define analytics to support their digital marketing efforts.

Feel free to ask us more if you want analytics to start delivering results for you too!

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