Analytic Tools For Digital Marketing

Digital marketing is a fast-paced field, and it’s tough to stay up to date on new trends and technology. Here’s a list of some of the most popular analytics tools for digital marketing. These can help track where your audience is coming from and what they’re searching for, so you can make sure your message is getting through loud and clear.

In this guide, we review the aspects of Analytic Tools For Digital Marketing, marketing analytics tools and techniques, using marketing analytics tools to segment target and position, and important tools for digital marketing.

Analytic Tools For Digital Marketing

Digital marketing is a complex field that demands constant attention and strategy. In addition to understanding the technology and audience, you also need to know how to measure your impact. Fortunately, there are lots of tools out there that make this easier than ever before. In this post we’ll take a look at some of these tools!

Google Analytics

Google Analytics is a free tool that provides insight into your website’s traffic and conversion data. It’s also a powerful tool that can be used to measure and improve the performance of digital marketing campaigns.

Google Analytics can be used to track website traffic and conversions, providing valuable insights into how people are interacting with your content on different devices or platforms. The platform helps you understand how users interact with your site, which pages they visit most often, what type of content they prefer to consume on the web, how long it takes for someone to complete an action (like signing up for your email list), which keywords drive the most traffic to your site from search engines like Google or Bing…and so much more!

Google Tag Manager

Google Tag Manager is a free product that allows you to manage tags and trackers. It can be used to add tags to your site, allowing you to track events, transactions, and interactions with the website. These are all important types of data that marketers need in order to reach their goals.

With Google Tag Manager (GTM), it’s possible for marketers to better understand how users interact with their website and online marketing efforts by tracking user behavior across channels such as social media or email marketing campaigns. They can also use this tool for conversion optimization purposes by tracking conversions from different sources like search traffic or paid ads on search engines like Google or Bing Ads.

Heap

Heap is a tool that helps you understand the customer journey. It helps you understand how users are interacting with your website, what they’re doing on your website and where they drop off.

Heap is an analytics tool for digital marketers that collects user data from websites, mobile apps and desktop applications. Heap reports can be viewed as heat maps or funnel reports to analyze how each step of the conversion process is performing.

Heap lets you add JavaScript tags to make sure that all of your user interactions are tracked through its platform. This makes it easy for anyone who works on digital marketing projects to view analytics results without having any programming experience or needing access to technical resources at their company.

Hotjar

Hotjar is a tool that allows you to see how users interact with your website. It allows you to see where users click, scroll and hover on your site. It also gives you heatmaps of how users interact with your site.

Hotjar has a lot of great features for both marketers and web developers. One example is the user recordings feature which lets you record a user’s session on your website so that you can analyze it later for insights about what they did or didn’t do during their visit.

Another feature I like about Hotjar is their heatmap feature which shows exactly where people click on a webpage – this can tell you whether or not there are any drop-off points in navigation areas or if certain buttons aren’t being clicked enough times by visitors!

I’ve used other analytics tools before but Hotjar was definitely my favorite because of its ease-of-use and functionality (and free version).

Kissmetrics

Kissmetrics is a tool that helps you understand your customers. Kissmetrics helps you track customer behavior and engagement. It can also help optimize your website and marketing campaigns by identifying bottlenecks that are slowing down conversions, as well as helping you analyze the effectiveness of your marketing campaigns.

Adobe Analytics

Adobe Analytics is a popular tool for measuring website traffic. It’s also a paid service, but it has many benefits and is used by many businesses.

Adobe Analytics allows you to track customer behavior and web analytics so that you can learn what makes people want to visit your site, how they came across it, how long they stay on the page and what they do before leaving.

It also gives you information about their devices, location (if they’re signed in), language preferences and more. This can help you improve the user experience of your site or app by making sure everything works correctly while also providing relevant content at every step along the way.

Crazyegg

Crazyegg is a powerful visual analytics tool that allows you to track and analyze user behavior. You can see where your visitors are clicking, what they’re looking at, and how far down the page they scroll. You can also use Crazyegg’s heatmaps feature to see where on your website users are spending the most time. This tool offers an extensive list of features for both mobile websites and apps:

  • Mobile devices
  • Tablets
  • Desktops

Optimizely

Optimizely is a tool that helps you to create and run A/B tests on your website. It allows you to test different things like headlines, site navigation and it even gives you the option for multivariate testing. With this tool, you can easily compare two versions of a webpage (for example, different texts or images) to determine which one performs better with your target audience.

The best thing about Optimizely is that it is compatible with any browser and doesn’t interfere with other existing analytics tools like Google Analytics (which we will discuss later).

When using Optimizely, make sure that:

  • You have enough traffic going through your website at least once every 5 minutes; otherwise results may not be accurate.
  • Your test duration should be at least 48 hours long so that sufficient data can be gathered before making any conclusions based on them; however there are no limitations regarding how long an experiment should last if you want more conclusive results.*

Google Data Studio

Google Data Studio is a free data visualization and reporting tool. It enables you to create reports and visualizations from your data. You can use it to create dashboards, scorecards, and other visualizations that provide insight into the performance of your digital marketing campaign.

Google Data Studio allows you to connect to Google Analytics or any other online source of data that has been made available via an API (application programming interface). Google Data Studio makes it easy for marketers who are not technical experts at building databases and generating reports out of them because they don’t have to learn any new tools or languages in order to set up their workflows using this product.

Learn what tools are available to help you in your digital marketing efforts.

There are a ton of tools available for digital marketers, but some of the most popular ones include:

  • Google Analytics
  • Google Tag Manager
  • Heap
  • Hotjar
  • Kissmetrics (Not to be confused with KISSmetrics.)
  • Adobe Analytics (Not to be confused with [Adobe Illustrator](https://www.adobe.com/products/illustrator.html) or [Adobe Photoshop](https://www.adobe.com/products/photoshop-editing-software).)
  • Crazyegg (Also not to be confused with [Crazy Eddie’s](https://en.wikipedia.org/wiki/Crazy_Eddie’s)). Aka crazyegg, CrazyEgg is a tool that helps you increase conversions by tracking and analyzing user behavior on your website or mobile app; it also provides heatmaps so that you can see how users interact with your design elements via mouse movements and clicks on buttons or links within the page layout itself.”

marketing analytics tools and techniques

When it comes to marketing analytics, an under-appreciated piece of advice for small businesses is: keep it simple. That can be difficult to do in the era of big data, with buzzwords like factor analysis and predictive analytics on the tip of everyone’s tongue.

So, with that in mind, let’s take a look at seven key marketing analytics techniques, how each technique can support and inform your marketing activity, and how you can take some of these digital analytics ideas to the next level.

1. Set up Conversion Goals for Important Events

Most digital marketing teams are measuring conversions at least in the sense that they’re measuring a metric such as sales or subscriptions — the point where a visitor becomes a customer. That’s great, but it’s really only the tip of the iceberg.

While the length of a customer journey varies by industry, company, and product, if there’s one big takeaway from customer journey analytics, it’s that customer journeys are often longer and more complex than we expect!

So, while the point of sale is one important conversion point to measure, it’s far from the only one. When you map out customer journeys, you’ll probably begin to notice these other conversion events. For example, opening a marketing email is a conversion of sorts.

Whatever your key conversion events are, you should be tracking them and measuring them against concrete goals based on your company’s past performance and industry standards. This will allow you to identify the most impactful areas for improvement.

For example, you might find that users are opening your emails at a rate of 22%. This is an excellent rate if you’re in the beauty industry, where open rates average below 17%. But if you’re non-profit (average 25% open rate), you know your subject lines probably need work.

Don’t forget that with the best web analytics tools, like Woopra, you can define custom conversion events based on customer behavior analysis. For example, if users viewing a video is important, you could measure views of that video as a conversion metric.

Additionally, keep in mind that you should be forecasting where you expect your conversion goals to be and then doing data analysis comparing real-world performance against your forecasts.

2. Integrate Data from All Your Marketing Platforms

This might be the single most important thing you can do to improve your marketing performance. And yet, many companies don’t do it! Why?

Simply put, it’s not easy. Your marketing initiatives are probably spread across a variety of marketing channels, each with its own tracking and analytics tools. Getting all of that data into the same place and integrating it is a tremendous data engineering challenge.

Fortunately, there are now data analytics tools like Woopra that handle this integration for you, linking easily with popular marketing tools and bringing all of the data together for advanced analytics.

Regardless of how you accomplish it, getting a holistic view of all of your marketing data, from web analytics metrics to product usage data makes it easier to do effective forecasting, make marketing decisions, and most importantly, understand consumer behavior.

It’s easy for marketers to get tunnel vision on the marketing channel or channels they’re primarily responsible for. If you’re the social media guy, you’re probably tracking a whole bunch of social media metrics. But remember: that’s not how customers actually interact with your brand!

No customer looks at 15 different Twitter posts, clicks on their favorite, and then buys your product. Often, conversion happens after a long journey, with marketing touchpoints across a dozen different channels.

With that being the case, there’s simply no way to understand what’s really going on without integrating your marketing data.

Even with a tool like Woopra, it will take a little up-front investment of time to get each platform linked, but the effort is absolutely worth it. Especially given that due to that same “up-front time investment” factor, it’s something your competitors might not be doing!

3. Track Users by Funnel

Funnel tracking should play an important role in any kind of digital marketing analytics strategy. Funnels provide a clear way to visualize important parts of the customer journey and tracking the drop-off between funnel stages lets you know which areas of your marketing need work.

For example, are you getting tons of newsletter signups, and lots of email opens, but very few clicks and sales? You need to improve the quality of your newsletter content, and that would be evident very quickly if you saw that data represented in a funnel chart.

Most marketers are already aware of the benefits of funnel analysis, but it’s worth mentioning that you should also keep an eye on user segments and how they move through your funnels differently.

Visualizing a marketing funnel and then filtering for specific user segments can be a great way to quickly identify areas for improvement or increased personalization.

Don’t assume that the “overall” marketing funnel chart for your business also represents how smaller user segments move through the funnel.

4. Use UTM Parameters

Tracking the effectiveness of a marketing campaign — a digital advertising campaign, for example — is much easier if you make use of UTMs.

UTMs are customizable tracking parameters you add to the end of links. Typically, these parameters give some information about where the user is coming from and what campaign they were seeing in the ad they clicked on.

The UTM parameters in the link above tell you that the user saw an email you created and sent with Marketo as part of your December promo campaign.

When someone clicks one of those links, marketing analytics software like Google Analytics registers the UTMs so that you’ve captured all of that information.

This makes it easier to analyze the effectiveness of marketing campaigns. For example, if average site visitors convert at 3% but visitors who came via links with that UTM convert at 6%, you know something about that campaign is working!

5. Create Remarketing Audiences

Particularly if you use a session-based analytics tool such as Google Analytics, it’s easy to fall into the trap of viewing visitors through a single-session lens and forgetting about the ones that visit your site but don’t convert.

But that’s a mistake! As mentioned earlier, customer journeys can be long, and people often visit a site many times before becoming a paying customer. Marketers should be actively looking to remarket to people who visited the site but didn’t convert.

Remarketing effectively means segmenting and building audiences, which in turn means that you’ll be doing some data analysis. A good customer analytics tool with event-based tracking should make it pretty easy to create remarketing segments based on user behavior.

And of course, this technique is most effective when combined with some of the others we’ve talked about. Knowing your key conversion points and how different user segments tend to move through the funnel can help you create and target remarketing audiences effectively.

For example, if the various conversion metrics you’re measuring indicate that getting people to watch a video is key once they understand your brand, then remarketing to repeat website visitors with that video is probably a good idea.

Combining multiple analytic techniques in this way is a great way to figure out how you can make your marketing efforts even more efficient. You can also make use of advanced techniques like cluster analysis to identify unique audience groups.

6. See Which Pages Have the Most User Scroll-Depth

In the world of web analytics, it’s easy to get hung up on high-level marketing metrics like pageviews and bounce rates. But don’t forget about depth-related metrics. How long are users spending on your pages? How far are they scrolling?

Digging into this data can provide lots of actionable insights for content marketers and designers in particular.

using marketing analytics tools to segment target and position

Marketing is an essential ingredient for business success. Equally important is the ability to gauge the effectiveness of different strategies. Metrics like web analytics may come in handy with unique insights into the technical performance of a site but come short in offering rich data that can speak on the performance of marketing campaigns. And that is where marketing analytics tools comes in handy!

Well, marketing analytics evaluates business metrics like traffic, leads, sales etc. It casts a microscopic view on people-centric elements that put the customers front and centre. Marketing analytics becomes seamless when tools are working in tandem to measure and assess data to identify patterns and insights that will boost marketing performance. Marketing analytics tools ensure a data-driven marketing approach that eliminates any need for guesswork. Since the day is not here when the all-in-one marketing tool exists, you may need to incorporate multiple marketing analysis tools for the best strategy. Here are some that should be in your arsenal:

1. Google Analytics 4

This tool has gained popularity as one of the most effective for monitoring web traffic. Google Analytics 4 hosts everything a website needs to estimate the number of people visiting a website and their activity. It may not provide full access to raw data, Self-hosting, Heatmaps and session records, but make no mistake. Google Analytics is a platform with an incredible capacity owing to tons of instrumental integrations. And with all that GA4 offers, you would expect it to cost a pretty penny. Far from it, the tool is free! That said, the premium version comes in handy for enterprises.

2. Ahrefs

Ahref is arguably the best SEO tool available in the market. And for good reasons. SEO is king in the digital marketing world. It makes a website available in relevant searches, increasing traffic and conversions. Any help optimizing a website for high rankings in search engine results is always welcome. And Ahref is a tool that plays a significant role in that department. It makes it easy to find relevant keywords your customers use, content gaps in the market, and the best way to garner high-quality backlinks. Moreover, Ahref monitors the website to spot any SEO issues and does a neat job tracking performance. The platform offers multiple free SEO tools like the Ahref Webmaster Tools that help monitor a site’s SEO health.

3. Google Search Console

Knowing how your website appears to the outside world helps you identify any relevant tweaks you can make to improve its appearance. Google Search Console offers an instrumental glimpse into your website’s appearance, making it an essential SEO tool. With Google Search Console, you can look at keyword data and identify those that your website ranks highly and which you would need to incorporate more in your content. You also get to see your backlinks and spot technical issues that could use some fixing. And the best thing about this platform is that you get all these instrumental functionalities at no cost.

4. AdWords Performance Grader

Pay Per Click advertising is a great way to acquire new leads that can eventually morph into paying customers. However, success with this strategy is not always guaranteed mostly because several factors can determine which areas to emphasize most. But with AdWords Performance Grader, there is an opportunity to evaluate the robustness and effectiveness of Google Ads. The performance grader audits your account and offers a detailed report on things that could use improvement and those that are working well for your business.

5. Mixpanel

This tool is more or less the Google Analytics equivalent for mobile apps and SaaS products. Mixpanel helps increase user engagement, conversion and retention. A substantial part involves tracking user behaviour and helping you decipher the data. Mixpanel’s ability does not stop at just mere monitoring. You also get to send appropriate messages to users depending on their actions on your site. It is worth noting that Mixpanel is GDPR and CCPA compliant. You do not have to worry about user tracking issues. Mixpanel has rich functionality, and it is a wonder that it has a free plan. And even the premium plans are not that crazily-prices since they start from $25/mo.

6. Heap Analytic

Mixpanel is great. But it does not hurt to have options. Heap Analytics comes as an alternative to consider for a mobile analytics tool. It has similar functionalities as Mixpanel and can help with tracking user activity. You can also choose activities that are important to you and preview and analyze them on the dashboard. It helps that there is a free plan available.

7. Hotjar

Hotjar works best as a complementary tool. It may not be an all-encompassing solution for behaviour analytics, but it does a neat job filling gaps left by tools like Google Analytics. With Hotjar, you can track user behaviour and use the data to optimize your website for more conversions. Hotjar also offers session recordings, suggestion boxes and heatmaps that provide an impressive visual representation of what users click and how they manoeuvre on your site.

8. Google Optimize

Applying guesswork in your marketing efforts and hoping the results resonate with your audience is never a reliable strategy. A better route to take would be doing A/B testing. And Google Optimize makes that happen. Google Optimize allows you to try out different headlines before settling on the most compelling one. The testing capabilities of this tool are applaudable, but its functionalities do not stop there. The platform allows you to conduct multivariate tests, display notification banners and set up various landing page options. Admittedly, there are other advanced tools in the market. But Google Optimize is a great contender for the best starter for small and medium-sized companies that cannot justify spending loads of money on a more complex alternative.

9. Cyfe

As a business, the chances are that you have different marketing tools working in tandem. It may be a hassle managing all the platforms without a central location. Cyfe allows you to integrate data from various campaigns and marketing platforms. Furthermore, it also has widgets you can use to incorporate other tools like Google AdWords, Google Analytics and SalesForce. You get to see all the data you need on one dashboard.

Wrapping up

In a nutshell, data should be a best friend to any marketer. It allows you to gauge the efficacy of marketing campaigns and diagnose any problems before they get malignant. Not all data is equal. You should know which metrics are worth monitoring and which marketing analytics tools work best. That creates a world of difference between success and failure in this digital landscape we inhabit.

important tools for digital marketing

Digital marketing is an exciting and fast-moving industry, and digital marketers know that there are a multitude of tools, platforms and apps out there to help take your digital efforts to the next level. Yes they can save you time, but discovering and testing the various options can be daunting and confusing, especially in an ever changing industry with many emerging trends.

We’ve gathered some old favorites as well as some tools to watch and consider adding to your digital marketing toolkit in 2022.

1. Social Media Marketing Tools

There are a multitude of tools and apps that support social media marketing, from content discovery, management and scheduling. With social media marketing now essential for every brand and business, developing a social media strategy that drives brand awareness and ROI is integral to success.

SkedSocial is an all-in-one Instagram tool that allows you to schedule posts, visualize, and plan your feed, while also publishing to Instagram, Facebook, Twitter, LinkedIn, TikTok, and Snapchat. A key feature of SkedSocial is the ability to automatically schedule Instagram Stories and Carousels. Everyone managing social media accounts knows the hassle of logging in on evenings and weekends to post stories; SkedSocial looks after this for you, and automatically too – so you need no notifications or reminders!

While SkedSocial is ideal for Instagram-first digital marketers, another content management platform that’s making moves in 2022 is Falcon.io. The social media scheduling and management tool recently joined forces with Brandwatch to launch a social listening tool using digital consumer intelligence, so the offering within the platform is developing all the time.

This Twitter hashtag tracking tool allows you to find the best hashtags to reach your audience and delivers you custom suggestions. It also allows marketers to monitor the performance of branded hashtags and identify Twitter influencers.

Not just a social scheduling tool, MeetEdgar allows you to share and recycle previous posts by automatically pulling posts from your content library to keep your social fresh every day. The result is a library of evergreen updates, so your social is always on. The various plan options are designed for freelancers and small businesses who can benefit from automated recurring tasks.

Hootsuite is a social media management platform that allows you to manage content for Twitter, Facebook, Instagram, LinkedIn, Pinterest and YouTube from an integrated dashboard. From the centralized platform, social media marketers can schedule content, monitor keywords and brand mentions, and generate highly visual reports.

The BuzzSumo platform that helps you discover what content is popular by topic. It’s the perfect tool for content marketers, allows you to discover new keywords and find trending topics. As you search for trending topics and keywords, you can also gather shareable content ideas that will be of value to your audience. It also allows you to easily find influencers to follow and connect with in your field.

2. Influencer Marketing Tools

Influencer marketing is exploding as it becomes increasingly accessible for every business or organization, and there are many tools that specifically help with sourcing and reaching out to influencers. If your goal is to engage with influencers, check out our guide on how to build an influencer marketing strategy.

These tag-team-tools allow you to search for creators and influencers on Instagram and TikTok respectively, with some great features. The ability to search based on multiple criteria including hashtags and location makes sourcing micro to macro influencers faster and more powerful. And it’s especially useful when looking within specific locations or niches. The system works by filtering a list of potential influencers, which you can then sort through to select the ones that seem like a good fit. Then you can download the information in a detailed spreadsheet that includes their handles, bios, follower counts, and contact information.

This influencer and blogger outreach software streamlines influencer marketing and lead generation process with automated outreach, perfect for sourcing influencers on Instagram and YouTube. The system filters through millions of influencers to help you find the one that will capture your audience’s attention. The software also allows you to track conversation histories, email opens, clicks, and replies.

Upfluence is an influencer search and management tool that offers influencer marketing, affiliation management, and performance-tracking functions. Upfluence also offers a free Chrome plugin that allows you to analyze an influencer’s profile straight from your browser, and is compatible with Instagram, Facebook, YouTube, and Pinterest. The plugin allows marketers to see how well an influencer’s posts have been performing over the past 60 days on any given platform.

3. Email Marketing/Marketing Automation Tools

There are many platforms and tools that can help with planning and executing email marketing campaigns. Dive deeper into this topic with our practical guide to the top email marketing automation tools.

Campaign Monitor is a web app that allows you to capture data to an online mailing list, manage it, and send HTML e-newsletters to it. Other features include automated email journeys, and a Link Review tool that automatically searches your emails and flags any broken or outdated hyperlinks for your attention.

The classic all-in-one marketing, automation, and email marketing platform, MailChimp allows you to manage your mailing lists, create custom email templates, and nurture and automate your entire marketing campaigns. Find out more about how to use MailChimp.

HubSpot is a high profile tool, focused on inbound marketing and building a solid content marketing strategy. This is a great tool to help with everything from content curation to optimization, as well as social scheduling and email automation systems.

GetResponse is an automation platform that facilitates automated responses, audience segmentation, personalization and reporting and analytics. You can also use the platform to create landing pages and responsive forms, and automated emails based on various subscriber behaviors.

4. SEO (Search Engine Optimization) Tools

SEO is crucial for making your website more visible with many emerging trends. Here’s everything you need to know about SEO and why it is important.

SEMrush is used for keyword research and online ranking data, including metrics such as search volume and cost per click. The platform also collects information about online keywords gathered from Google and Bing search engines. Specializing in keyword research, competitor analysis and Google Ad campaign optimization, the platform allows you to improve online visibility and discover marketing insights.

Screaming Frog is an advanced SEO site audit tool that can be used to crawl both small and very large websites. Using this tool helps you to improve onsite SEO, by extracting data for review, and checking for common SEO issues. Learn how to dig deep into your website with our Screaming Frog walkthrough.

Ahrefs is a web crawler site that can be used to highlight weak areas of your website, interrogate backlinks, discover keyword rankings, and measure SEO health. You can also use Ahrefs to conduct keyword research for Google, YouTube, and Amazon, and find content that’s performed well (in terms of social shares and/or links) on a given topic. Check out our comprehensive video tour of Ahrefs interface.

Moz is an SEO and data management software that helps businesses increase traffic, ranking, and visibility of sites in search results. Moz offers full service SEO solutions, from site crawling to keyword recommendations.

5. Paid Search & Social Tools

Managing paid advertising across search engines and social media requires a lot of upkeep if you are looking to maintain robust campaigns communicating many messages. Dive deeper into search engine advertising with our creative ways to use paid search, and plan your campaigns with our Pay-Per-Click Campaign Toolkit.

Google Ads Editor is a free tool for managing Google Ads campaigns, allowing you to make changes to your Google Ads campaigns offline, and then upload the changes to the platform. This tool is especially useful for Google Ads accounts with multiple campaigns and long lists of keywords or ads, allowing you to use bulk editing to make multiple changes quickly (check out our Google Ads Creator Template to help with preparing and implementing Google Ads for search marketing campaigns).

When managing Microsoft ads, the Bing Ads Editor allows you to research new keywords and bids, and make edits, using a desktop application to streamline PPC campaign management. The tool enables advertisers to build out campaigns and make bulk changes to campaigns before pushing them live.

The AdZooma platform supports digital marketers with online advertising, providing intuitive advertising tools to manage and optimize Google, Facebook, and Microsoft Ads all in one place, allowing you to manage multiple accounts without switching platforms. Manual, regular tasks can also be automated through the platform with rule-based automation.

WordStream is a PPC advertising tool that offers both campaign management services, and a marketing software that helps businesses save time managing high-performance PPC campaigns. Their website also offers useful, free tools, and learning resources related to digital advertising.

AdEspresso is an advertising tool that focuses on Facebook Ads, with functionality to quickly create multiple versions of a single campaign, manage split testing, and gain valuable audience insights. Check out our Facebook Ads walkthrough.

A digital ads automation tool, Revealbot works to scale and automate ad strategies for Facebook Ads, Instagram Ads, Google Ads, and Snapchat Ads with advanced, customizable automation rules. This allows marketers to create dozens of ad variations at scale, auto-manage them, and get cross-platform reports. You can also automatically boost your best posts on Facebook, and create social media ads in bulk with multiple variations with automated A/B and multivariate testing.

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