Optimize your marketing campaigns with web analytics

Optimise your ROI and build more effective marketing campaigns using data analytics.

Marketing laws and ethics

Collecting user data can show you what happened and analysing user metrics can show you why it happened. Marketing analytics provide valuable insights to improve and perfect campaigns.

As professional marketers, we use a wide range of analytics expertise to improve existing campaigns, boost ROI and develop new campaigns.

Mastering Campaigns

Drilling down into user metrics and dimensions sheds powerful insights into campaign performance. The insights help identify which stage of the user journey is performing well and those that need improvement.

Metric Insight Example

You may be getting a high click-through rate through paid advertising but seeing no conversions. Analysing the different metrics can identify problems and indicate where and what to change. For example, a high bounce rate would show either a technical issue with your page or that your content is irrelevant. The average time a user spends on your page can confirm whether this is a technical problem or whether your content lacks the ability to convert hot prospects.

Analytics KPIs and Metrics

Each marketing goal has unique, measurable values known as Key performance indicators (KPIs) that demonstrate how effectively a campaign achieves its key objective. For example, the goal of an awareness campaign is visibility, and the KPI is impressions. This metric shows how many people viewed your ad, which is the key objective.

Goals also use other metrics to determine the efficacy of the strategy. For example, click-through rates and average time spent on a page on an awareness campaign can show how effective your content performs, even though the main objective is to get seen. Other metrics can be used to evaluate budget-related efficacy such as the cost per click or lead.

The marketing metrics section provides informative links about the different digital marketing metrics for display, search, email, SMS, lead generation and social media marketing.

Marketing Analytics Tools

Most marketing platforms provide free supporting software to measure user behaviour, demographics, acquisition and conversion metrics. Examples of these are Google Analytics, Google Tag Manager and Facebook Insights. Other more advanced software as a service tools, such as Semrush, enable social media marketing management and tracking and analytics or SEO monitoring and insights.

Google Analytics

Google Analytics (GA) is a free tool that records user metrics on your website. Your website needs to be integrated with the platform to record visitor metrics.

GA tracks users behaviour data that provides insights into content strength. These metrics include the number of users, bounce rate, page views, sessions, pages per session and average time on page.

Track your audience by age, gender, location, language and other demographic data that can help you better understand your target audience. It shows the various channels, devices and browser types on which users browsed your website so that you can optimise content to ensure a smooth journey on these screens. GA also enables conversion tracking.

These metrics and dimensions provide you with powerful insights into developing and improving strategies.

Google Tag Manager

Google Tag Manager is a free and secure tool that helps you load data collection tracking codes more efficiently to your website through a single platform.

Another benefit of using this platform is page speed. Loading multiple tracking codes asynchronously (in one line of code) reduces the number of server requests when a user downloads a web page.


A heatmap such as Hotjar is a “scroll map” that can show you how users behave on your website at a glance. You can identify what content is well received by seeing what people click, scroll, read or ignore.

The maps are aggregated graphical representations of the hot and cold spots on your website. They also provide actual videos recordings of user sessions. This is a great tool to visually monitor user engagement and when used with AB testing provide valuable insights to improve campaigns.

Social Media Insights

Each social media platform has built-in functionality that gathers user data, tracking user engagement and interactions. These metrics provide feedback about your customers’ preferences, moods and emotions. Monitoring metrics such as likes, shares, views and comments will enable you to better understand your customer.

  • Spot trends
  • Gauge customer sentiment
  • Identify high-value features
  • Monitor competitors

Small Business Analytics

As a business owner, you’re probably always looking for ways to improve your bottom line. And if you’re like most small business owners, you’re probably limited in terms of available staffing and resources. Business analytics that isn’t limited to data from your own business can help you gain insights into your industry or sector.

Analytics beyond your website

Data from government sources or private companies can help you gain insights into various industries. These insights can help you answer important questions about your business, such as:
Where does my business stand now?
How does my business compare to others?
What are the current industry trends and patterns?
What is my growth potential?

Read Small Business Data Analytics for helpful resources and best practices.