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In the fast-paced world of digital marketing, success hinges on more than just creative campaigns and engaging content. To truly thrive in the digital landscape, you must harness the power of data and unlock its potential. In current times, data is one of the most powerful tools in a marketer’s arsenal. When marketers analyze data from various sources, they gain valuable insights into their customers and their behavior patterns, and, as a result, the effectiveness of their marketing campaigns also increases. Statistically, digital advertising spending worldwide reached 567 billion USD in 2022. Moreover, spending is expected to reach 836 billion by 2026! Sounds fantastic, right? 

The rapid development of digital technology has significantly influenced how companies do marketing today. Moreover, it’s also provided businesses with large amounts of customer data from different resources. Therefore, companies must use it to understand their customers better and plan their marketing activities accordingly. This is where digital marketing analytics might help! Of course, you may resort to a professional internet marketing service to build an effective marketing campaign for your company. And that would be the right decision because, in this case, you’ll work with experts in this field that will surely help you get the most out of your internet marketing campaigns. However, to learn more about digital marketing analysis, understandhow it all works, and find out if you need it at all, you need to check this post. So, get comfortable and have a look!

What is Digital Marketing Analytics?

First, let’s begin with the basics and explain the meaning of this term. Digital marketing analytics is the comprehensive analysis of data related to the performance of digital marketing campaigns. It’s the transformation of customer behavior into actionable business data. Modern digital marketing analytics tools can help business owners learn more about their customers, what they’re doing online, why they’re doing it, and how this behavior can be transformed into digital marketing campaigns. Simply put, these are measurements of website traffic, click-through rates, conversion rates, social media engagement, and more.

The main objective of digital marketing analytics is to understand how effective your marketing efforts are. It pursues one goal—to help you make your marketing campaigns more effective! In particular, it allows you to target the right users with the right message at the right time, ultimately driving higher engagement, conversions, and revenue. Also, it eliminates guesswork and allows you to fine-tune your strategies based on real-time insights. Overall, digital marketing analytics is your compass, guiding you toward data-driven decision-making. 

Running a successful digital marketing campaign is a challenging task. You can’t do this blindly and only rely on your vision of the situation. This is where you need to focus on data that will help you make more informed decisions, allocate your budget correctly, and create successful marketing campaigns.

Beyond this, it can help you find your target audience and understand their behavior, preferences, and needs. You can personalize your marketing campaigns and establish a genuine connection with your audience. Overall, analytics in digital marketing is a crucial component of any successful eCommerce digital marketing strategy that enables business owners to enhance their ROI and achieve much better marketing results.

Importance of Digital Marketing Analytics

It goes without saying that any company wants to succeed in this highly competitive digital landscape. And this is where investing in online marketing analytics might be the right solution to help you achieve your goals. 

So, let’s run over the main reasons why you should invest in digital marketing analytics:

  • Digital marketing analytics allows you to know your clients. It lets you learn more about their demographics, behavior, and preferences and helps you discover what motivates them and how they interact with your brand. You can’t do without this information when creating personalized marketing campaigns.
  • Analytics for digital marketing helps answer specific questions. It can help you find out why the traffic suddenly spikes on your website, why some conversions drop, and what you can do to improve this.
  • Data analytics helps predict future marketing challenges. The COVID pandemic has changed how businesses build marketing campaigns. Today, they are more focused on predictive analytics, which enables them to anticipate future challenges and make proactive decisions. With the help of this information, businesses can predict when some of their products or services will be more in demand than others.
  • Digital marketing analytics optimizes marketing efforts. Digital marketing analytics helps companies discover why customers interact with specific marketing campaigns in the way they do. For example, data analytics allows you to see if your campaign worked better through newsletters or social media.

Note that working with digital marketing analytics is important at every stage of business development, from startup to enterprise: it helps to understand whether the promotion is going in the right direction, what gives the greatest boost, how best to interact with customers, and so on. 

For example, in small businesses and startups, even though the role of an analyst is often performed by a specialist with a bunch of other duties, this doesn’t mean that you can do without analytics at all, believing that it will be needed only in the future. If you make decisions based only on intuition, then your business wastes money and runs the risk of not growing. Therefore, the sooner you connect analytics to your business processes, the better because, in this case, you’ll have numbers at hand and not just a feeling that everything is going according to plan.

As for medium-sized companies, as a rule, there should already be a full-time marketer here. This specialist is responsible for analytics, helping to determine how sales of individual products are related to their promotion. Note that at this stage of development, companies have already established analytical metrics and tools for their monitoring. The absence of such solutions, in turn, makes the business uncontrollable and unprepared for further growth.

If we’re talking about big business, it’s critically important that all information be systematized and clearly visualized. Often, such companies have in-house marketing teams or outsource analytics activities to build complex dashboards and interpret data the right way. They also work with CMOs to provide them with more objective data to build effective marketing strategies. As for analytical tools, their absence at this stage can only speak about the luck of the company’s owners, but not about a consistent path to success.

Main Tools for Digital Marketing Analytics

In today’s data-driven world, understanding the intricacies of your marketing performance is the key to success. By harnessing the right tools, you can gain invaluable insights, measure the effectiveness of your campaigns, and make data-backed decisions that move your business forward. Let’s briefly run over the most popular tools marketers use today:

What is Digital Marketing Analytics?
  • Google Analytics. Undoubtedly one of the most important tools that offer a wealth of features to analyze and optimize your digital marketing activities. You can use it to track website traffic, user behavior, campaign performance, conversion rates, etc.
  • Google Search Console. This tool allows you to monitor your website’s visibility in Google search results, keep track of keyword rankings, and find out how to enhance your search engine optimization (SEO) efforts. 
  • Google Ads. Used to create and control ad campaigns across the Google network, including display ads, search ads, and video ads.
  • Facebook Business Manager. A centralized platform where you can create ads and manage your accounts activities.
  • LinkedIn Campaign Manager. This tool is specifically developed for running online ads on LinkedIn. Here, you can target professionals based on various criteria, such as job title, industry, company size, etc.
  • Newsletter Platform Data. This term refers to the analytics and insights provided by newsletter platforms such as Mailchimp, Constant Contact, and ConvertKit. These platforms allow you to manage email campaigns, send engaging newsletters to your subscribers, and get valuable data on the performance of your email activities.

Understanding Key Digital Marketing Metrics

If you want to maximize your marketing ROI, increase your income, understand the areas of improvement, and stay ahead of your competition, you should track progress, measure performance, and interpret your marketing initiatives.

Depending on the specifics of the business, industry, and the purpose of your product or service, the analytics and KPI tools that we will rely on for tracking activities may differ. You can learn more about the best ecommerce KPIs for online business performance tracking and growth. So, let’s run over the most important metrics you should pay attention to.

Main Metrics for Website Marketing Analytics

Let’s briefly examine the main metrics associated with web activity:

What is Digital Marketing Analytics?

Number of Visitors

Currently, this is one of the most critical metrics. When you monitor how many people visit the website and how they find it, you can measure its reach and popularity and identify trends and patterns in user behavior.

Number of Page Views

Knowing this information lets you optimize less popular content and improve the overall user experience.

Most Viewed and Exit Pages

While the most viewed pages are those that gain the highest user traffic, exit pages are the pages that your visitors view last and leave from. Understanding what these pages are will help you position your CTAs correctly.

Overall Traffic

This metric gives you a general measure of the visitors your website receives. It’s a crucial metric to understand your website’s overall reach and visibility. 

Traffic by Channel

This metric allows you to identify which marketing channels are most effective at driving traffic and adjust your strategies accordingly.

Traffic by Device

This is the total number of page visits per device (smartphone, laptop, tablet, etc.) This metric helps companies determine if their website is optimized for mobile devices, make necessary changes to improve user experience, and target users on specific devices with narrow-focused marketing campaigns.

Time on Page

This metric can provide insights into the engagement levels of your website visitors and the effectiveness of your content. Tracking the time spent on each page helps you understand which pages work well and which ones need improvement. 

Bounce Rate

This is the percentage of visitors who leave your website after only viewing one page. A high bounce rate may indicate that your website’s content or design needs to be more engaging to keep visitors on your website.

Main Metrics for Lead Generation

Let’s run over the most popular metrics for lead generation.

What is Digital Marketing Analytics?

Call-To-Action Rate

This is the percentage of users who click on a call-to-action (CTA) button or link compared to the total number of users who only view it. It helps measure the effectiveness of your CTAs in driving user engagement and generating leads. 

Conversion Rate

Being one of the most important metrics for lead generation, this allows you to check the total number of actions users take that result in a desired outcome, such as submitting a form, downloading, or purchasing. A higher conversion rate indicates a more successful lead generation strategy.


This metric focuses explicitly on the number of users who take the desired action of submitting a web form, such as providing their contact information or requesting more information.

Main Metrics for Email Marketing

Here’s a brief overview of digital marketing analytics metrics to consider when building an email marketing campaign.

What is Digital Marketing Analytics?

Opens by Device

This is one of the most simple and important metrics where your goal is to check the total number of emails opened on different devices (tablet, smartphone, computer, etc.) and find the ways to enhance campaigns depending on devices.

Open Rate

This is the percentage of opened emails compared to the total number of sent emails to find out how people read your email campaigns.

Click-Through Rate

This is the number of total clicks on the email link. It helps you gauge the engagement and effectiveness of your email content and calls-to-action. 

Unsubscribe Rate

This is the percentage of people who unsubscribe from your email campaign during a certain period of time.

Comprehensive Tips to Leverage Digital Marketing Analytics to Increase Marketing ROI

Are you tired of investing time and money into your internet marketing campaigns without seeing the desired results? It goes without saying that running a successful online marketing campaign takes time, money, and a lot of effort. If it’s your first run with data analytics, it may be challenging to understand where to start. 

You probably know how to choose a professional digital marketing agency and hire a specialist to do this job for you, and that’s a wise decision because, in this case, you would entrust this job to experts and rest assured that your ad campaigns will surely be effective. However, to learn more about how it all works, check our comprehensive tips on leveraging analytics for digital marketingto increase your ROI and achieve your business goals.

Collect Data in One Place

It’s best to gather marketing data pipeline aimed to collect information from various sources including websites, social media, Google, etc. into a single centralized base to automate data collection, analysis, and reporting. This makes records structured and easy to use for further digital marketing analysis.

As a result, it will be easier for you to optimize your internet marketing campaigns and make them more effective. Beyond this, a data pipeline can automate the data collection process, saving you time and reducing the risk of errors that could affect your data analytics.

Define Informative Marketing Metrics for Your Cases

You need to define your goals and objectives and then identify the digital marketing metrics that align with them. As you can see, there’s an array of metrics you need to keep track of—concentrate on those which are relevant to your business goals. However, you need to avoid metrics that only distract your attention from achieving your business goals. For example, such well-knowninternet marketingmetrics as press release shares or Facebook fans may impress your audience, but they have nothing to do with your revenue.

If your goal is to increase website traffic, your KPI could be website visitors, bounce rate, time on site, and conversion rate. When you monitor this information regularly, you can see if your efforts successfully drive traffic to your site and if visitors engage with your content.

Track the Customer Journey Appropriately 

You need to monitor the customer journey at each stage. For example, if you’re at the product awareness stage, your metrics should include engagement, frequency, and reach because your main goal is to introduce your company to your audience.

But if you’re already at the retention stage, you should use data analytics such as click-through rate, customer lifetime value, and customer churn rate. When you monitor these metrics, you’ll undoubtedly optimize your online marketing campaigns. For example, you can easily identify whether it’s the right time to begin a new promotion or start a customer loyalty program.

Invest in Appropriate Data Analytics Tools

Making an informative digital marketing analysismeans working with a lot of data. Moreover, properly composed reports are of utmost importance for communicating the results of your campaigns. So, you need to choose a tool that will surely provide you with an array of valuable features. Google Analytics, Google Search Console, Google Tag Manager, Whatagraph, Improvado, Domo, and Datorama are the highest-rated tools. However, deciding which one suits your needs depends on your business needs.

Experiment Regularly

You know that the world doesn’t stand still, and new trends hit the market on an ongoing basis. Remember that experimentation allows you to get insights into what works and doesn’t in digital marketing activities. By tracking the results and making corresponding conclusions based on data, you’ll undoubtedly learn which method is more effective.

Don’t be afraid of experimenting and trying new online marketing tactics. And don’t focus on failed experiments. Move quickly from one to another. Gradually, you’ll build a formula that works with your product and with your customers.

The Final Word

Overall, we can see that adigital marketing analysisis a critical component of any successful digital marketing promotion. By analyzing key metrics, business owners can analyze the effectiveness of their marketing strategies and make informed decisions to improve their online presence. All this allows you to increase your marketing ROI, achieve your goals, and finally, push up sales! 

Remember, data analytics is an ongoing process that requires continuous monitoring and adjustment to stay effective. This niche is rapidly growing, and many new techniques and trends regularly hit the market. So, if you don’t have enough time to learn what will work for your company or how to perform adigital marketing analysis, you should hire professionals. And this is where experts from NIX are here to help! We can make your brand famous and improve your income with the help of our online marketing campaigns. Our main goal is to help companies become market leaders. Whether you have a small startup or a global company, we’ll undoubtedly help you find new opportunities for growth!


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