Using Marketing Analytics To Measure Performance

Marketing Analytics

It seems like all social media platforms are expanding into marketing platforms nowadays. As a business, how do you decide which platforms to utilize? More importantly, how do you know which platforms are the most effective marketing tools? Thanks to metrics, we are able to accurately track marketing performance and effectively utilize time and energy in top performing platforms.

Google Analytics – Google Analytics is a very straightforward and easy indication of the performance of your website. It provides a handful of measurements and data including:

  • Number of Unique Visitors: how many people have visited your website
  • Number of Page Views: how many pages of your website were clicked
  • Total Search Engine Traffic: how many people found your website through search engines such as Google, Yahoo, Bing etc.
  • Percent of Bounce Rate: how many people immediately left the website upon visiting

By analyzing these data points, your company can easily identify which pages are most popular as well as why people are visiting the website. Based on the metrics, your company can make changes to the website, analyze corresponding effects, and produce the most successful website for consumers.

Facebook Analytics – Facebook reports metrics for accounts and business pages. It provides a handful of key features including demographics of followers and likers, funnels and conversion rates, retention of followers and likers, most engaged customers, and advanced machine learning automated insights.

Instagram Analytics – Business accounts on Instagram are equipped with free analytics tools through the app itself. Instagram focuses on analyzing two main areas: follower demographics and post analytics. Follower demographics are relatively straightforward. Instagram maps out geographical locations of your followers as well as registered age and gender. It also provides the times when followers are most active on Instagram. By better understanding the demographics of followers, businesses can more accurately personalize and target their products to fit their audience group. Instagram’s post analytics function is somewhat similar to measures that Google Analytics provides. Numbers of impressions, reach, and website clicks are logged and graphed. Instagram also counts the number of times links are clicked from your business profile, allowing you to address the effectiveness of conversions.

Twitter Analytics – Similar to Instagram Analytics, Twitter also provides a rather comprehensive metrics system for measuring impact of tweets. Twitter splits its analytics into 3 main categories including account home, tweet activity dashboard, and audience insights dashboard. Account home provides a general overview of your account. It allows you to spot which tweets were the most effective and highest performing; it also includes a smart algorithm to suggest similar influencers in your industry. Tweet activity dashboard provides a more in depth analysis of individual tweets. It allows you to measure the reach, retweet rate, like rate, and reply rate of specific tweets. Lastly, audience insights dashboard provides follower demographics as well as their other interests and types of accounts they follow.

Businesses should fully utilize these platforms in order to successfully measure effects of marketing strategies. Learn about the best performing posts as well as the most effective posting times in order to maximize performance.