Digital Marketing Analytics

Nearly 1 in 5 marketers struggle to measure the effectiveness of their marketing efforts, but utilizing digital analytics could help your brand find success.¹ The more information you have on your brand and campaigns, the more effective your digital presence and messaging.

There are many ways of looking at your digital analytics, and the most effective approach is highly dependent on your unique brand’s key performance indicators (KPIs) and objectives and key results (OKRs). In general, a good place to start with web analytics is breaking down your main content and ads by website traffic, product information, search engine optimization (SEO), and social media engagement. There are also digital analytics that can help provide clarity on the needs of your customers, which can then help you pinpoint your top products and opportunities for increasing conversion rate and sales, for instance.

Our professionals make use of the following digital analytics approaches and the metrics to consider for each:

·      Website traffic: page views, unique visitors, clicks, exit rate, bounce rate

·      Sessions: overall site visits

·      Product information: product page views, ad engagement, sales

·      Search engine optimization (SEO): keyword rankings, keyword search volume

·      Social media engagement: comments, likes, shares

·      Traffic source: referrals from search, ads, social media, etc.

·      Customer retention: number of new visitors, returning visitors, repeat shoppers, conversion rate

·       Customer feedback: complaints, post-purchase surveys, reviews