Why You Should Measure Digital Marketing Performance
Tracking digital marketing data allows you to assess if your efforts are effective, decide where to allocate your budget, understand your target audience, and improve your strategy. It's similar to reviewing a map to figure out whether you're on the right track and making adjustments to go to your destination more efficiently.
Importance of Tracking Digital Marketing Metrics
Tracking digital marketing metrics is important because it helps you measure the effectiveness of your campaigns, understand your audience's behavior, optimize your strategies, and make data-driven decisions to improve your return on investment (ROI).
Benefits of Measuring Digital Marketing Performance
Tracking and analyzing digital marketing metrics is crucial for several reasons. It provides insights into the performance of campaigns, helps in understanding customer behavior, allows for data-driven decision-making, enables optimization of strategies for better ROI, and facilitates the identification of areas for improvement. Ultimately, it empowers businesses to refine their digital marketing efforts, enhance targeting, and achieve more effective and efficient results.
Why Measure Digital Marketing Performance?
Hi, I’m Agnieszka Wolanin from Brand24. Let me help you with that question. You should measure your digital marketing performance to know if your efforts are effective. When you don't do that, you cannot be sure whether your campaigns are successful or not. You may be just losing money on fruitless campaigns having no idea something is wrong.
By measuring your digital marketing performance, you can easily identify weak points of your undertakings, which will enable you to save a lot of money and time not working on ineffective ways of promotion. What's more, by measuring your digital marketing performance, you can calculate ROI and report to your management or investors.
Tools for Measuring Digital Marketing Performance
There are various analytic tools you can use depending on what you want to measure. Here are the ones I recommend:
1. Google Analytics
Google Analytics is a well-known and free tool that presents various statistics such as the number of users and views, bounce rate, conversion rate, etc. This instrument allows you to find almost every statistic concerning your audience's behavior. It provides you with detailed statistics which can translate into better marketing and sales.
2. Brand24
Brand24 is a media monitoring and social listening tool. It tracks your defined keywords and provides you with mentions across the web. They are loaded into your dashboard where you can browse through them. Your keyword may be your brand name, or the name of your recent campaign, event, or product.
All the mentions that Brand24 gathers for you are automatically assigned to one of 3 categories: positive, neutral, or negative. They create a separate metric called sentiment analysis. What's also great, you can compare all your projects together. You are able to see the number of mentions compared on one graph and easily compare which are the sources of mentions in each of your projects and which has the most positive sentiment metric.
What else can Brand24 do for you? Analyze the results of your marketing campaigns and their reach. Check the sentiment of your online mentions and show how your audience feels about your brand. Protect your brand reputation by sending you storm alerts. Find influencers for your campaigns.
3. Ahrefs
Ahrefs is a perfect SEO tool to help you rank high in Google searches. It gathers all the information about your website such as traffic, backlinks, referring domains, and keywords, and shows the data in an easy-to-read, customizable dashboard. It also shows you which of your pages and sub-pages are the most popular and compares your performance with your competitors’.
I recommend you to use Ahrefs to optimize your websites, search for the right keywords, analyze your competitors, track rank progress, and more.
4. SEMrush
SEMrush is an excellent all-in-one marketing tool. Our marketing team uses it daily. It supports us in content marketing, SEO, market research, advertising strategy, and social media strategy.
It has a lot of valuable features such as keyword research, on-page SEO, local SEO, rank tracking, link building, competitor SEO analysis, etc.
5. Heap
Heap is a digital insights platform that shows how people interact with your website or product. It will tell you what people click on, which paths they take through your website, products, and why. That data will let you improve your products and build user-friendly websites.
Heap conducts 4 main solutions: conversion rate optimization, user behavior analytics, customer 360 analytics, and product-led growth. Based on user behavior data, you can improve and scale your products.
6. BuzzSumo
BuzzSumo is a content marketing platform. You can use it to generate ideas, create high-quality content, monitor your performance, and identify influencers.
BuzzSumo checks which topics generate the most responses and are willingly shared across social media. It also helps you understand which aspects of your company are liked and which you should improve. Thanks to BuzzSumo, you can also monitor your organic growth.
With BuzzSumo, you can discover content ideas, discover relevant keywords, observe trends, and track social engagement.
7. Hotjar
Hotjar visualizes user behavior and shows you how clients see and use your website. It helps you to better adapt it to your users' needs, which in turn contributes to a better user experience and attracts more new clients.
With Hotjar, you can visualize your users' behavior, see how much time your clients spend on each part of your website, get feedback from your users, discover which of your sub-pages are mostly visited, and analyze your audience's sentiment.
8. Piwik PRO
Piwik PRO allows you to analyze your clients' steps on your website and follow your users' flow. This way, you can optimize your pages and improve your customer service. Piwik Pro shows you from which channels your audience comes and how much time they spend on each of your sub-pages. It also offers a customizable dashboard that can easily adapt to your needs. Piwik PRO is also a good alternative to Google Analytics Universal as it provides similar functions and collects comparable information. It will be especially useful ahead of switching to GA4. If you are used to the old Google Analytics, Piwik PRO seems very alike.
Piwik PRO will help you see your website's statistics, improve your page's layout, and analyze your performance by providing you with detailed reports.
Conclusion
There is a lot to choose from and each website offers different tools with different pricing as well. I hope my answer will help you make a good choice!