You may have heard the old saying, “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.” Notice how we said “old”? That's because this saying is becoming extinct in the digital marketing world as a result of increased analytics tools. Below are some top digital marketing analytics tools that you should be using to eliminate uncertainty.
Start here! Placing Google Analytics on your site is easy and free. It provides the details on the who, how, where, and why of a website’s audience. For the rookies, don’t be overwhelmed. Google provides an in-depth help section. And for the experienced users, dive in and take full advantage of the advanced settings such as goal tracking, filters, multiple profile views, advanced segments, and more. But the one thing everyone should know is to start using it now!
Google’s UTM parameters are widely used and integrate well with Google Analytics. The most effective URLs can easily be identified by tagging them with custom parameters. Adding unique medium, source, campaign, content, and term UTM parameters allow deep-level tracking while still capturing high-level trends (when tagged correctly). If you aren’t using this tactic in your social media, pay-per-click, or email marketing, you are collecting incomplete data.
Vanity URLs bridge the gap between tracking online and offline activities. Using this shortened URL provides analytics on how many website visitors or conversions were driven from a TV, radio, or print ad. For full reporting, use in combination with Google Analytics. Use UTM parameters while setting up your vanity URLs for advanced tracking. Try it out and you won’t look back!
Hot Jar/Crazy Egg
Website user issues may be apparent, but the solution is not always clear. UX tracking can provide the answer. Hot Jar and Crazy Egg are two UX tools that provide heatmaps, scroll/click maps, visitor recordings, conversion funnels, and more. They take a step beyond measuring visitor engagement to literally show how users are using a website. Try it out and you might be left with a revelation that doubles conversions.
These are all great places to start, but to answer the old saying, you will have integrate these tools (and more) with marketing automation and customer relationship management software. However, without these primary tracking tools intact, even that data will be lacking certainty.
Tell us, what do you use for your analytics? Sound off in the comments below!!