Marketing Analytics

What are marketing analytics?

Marketing analytics is the process of collecting, analysing, and interpreting marketing data to understand customer behaviour, measure the effectiveness of marketing campaigns, and make data-driven decisions to improve marketing performance - be it organic or paid.

Marketing data is not refined to just website traffic - it includes several additional data points from a range of marketing services such as SEO data from Google Search Console, and paid campaign performance data from platforms like Meta Ads and Google Ads.

Why do I need marketing analytics?

Marketing data can provide valuable insights into your customers habits, the effectiveness of your website and help you grow by optimising your marketing campaigns. It can help you:

• Understand Customer Behaviour: Gain valuable insights into your target audience's preferences, interests, and online behavior.

• Measure Campaign Effectiveness: Track the performance of your marketing campaigns across different channels such as SEO, PPC, social media and email marketing. If you know how your customers interact with your brand after they’re exposed to it, you can optimise your landing pages and content to boost conversion.

• Improve Marketing ROI: Identify areas for improvement and optimise your campaigns to achieve a higher return on investment from your marketing budget.

• Data-Driven Decision Making: Make informed decisions based on first party data and insights rather than assumptions.

• Stay Ahead of your Competition: Gain a competitive advantage by understanding your customers better than your rivals.

• Conversion Rate Optimisation (CRO): Identify areas on your website and marketing funnels where you can improve conversions. Is there a particular step in your marketing journey that sees a large percentage of users dropping off? Using that insight to improve the performance of your pages and campaigns will help convert a higher percentage of your prospects into customers.

What are the most important marketing metrics?

Key metrics for website performance include:

• Website Traffic: Sessions, unique users, page views, bounce rate, time on site.

• User Engagement: Pages per session, average Session Duration, site speed.

• Conversions: Conversion rate, goals completed, revenue generated.

Key metrics for organic social media include:

• Reach: Number of people who have seen your content on individual social media platforms.

• Impressions: Number of times your content has been displayed to users on each social media platform.

• Engagement: the number of likes, comments, shares, mentions, and other interactions.

• Clicks: Number of clicks from social media to your website.

Key metrics for paid social media performance include:

• Cost Per Click (CPC): The cost incurred for each click on your ad.

• Cost Per Thousand Impressions (CPM): The amount you pay for every 1,000 impressions of your ad.

• Conversion Rate: The percentage of ad clicks that resulted in a desired action such as purchase or form submission.

• Return on Ad Spend (ROAS): The amount of revenue generated for every pound spent on advertising.

Key metrics for paid search (PPC) performance include:

• Click-through rate (CTR): The percentage at which users see your ad (impression) and click to visit your site.

• Cost Per Click (CPC): The amount you pay for each click on your search ads.

• Conversion Rate: The percentage at which users click on your website and convert with sale (or other conversion metric).

• Cost Per Acquisition: The amount you pay for each conversion driven by your paid search ads.

Data-driven optimisation

By analysing marketing data from various sources, you’ll be able to:

• Identify areas for improvement: Pinpoint areas of your marketing campaigns that are underperforming or over-performing, so you can do more of what works and less of what doesn’t. Optimisation works for both strong and poor performance. 

• Optimise your campaigns: Adjust your buying strategies based on data-driven insights to boost content that performs well, and reduce delivery on content that doesn’t.

• Increase conversions: Improve conversion rates across your website and marketing funnels by identifying specific drop off points in the purchase journey.

• Improve ROI: Maximise your return on investment for your marketing spend by focusing your efforts on the things that work.

Which other channels can I get marketing data for?

Every single marketing channel and platform across the board will offer some form of data and insight for you to review and use. In addition to the above channels, we can help you track and analyse data from a range of different channels. including:

• Social Media Platforms (organic and paid): Facebook, Instagram, Twitter, LinkedIn, Tik Tok.

• Email Marketing Platforms: Mailchimp, HubSpot and other email marketing platforms.

• Paid Advertising Platforms: Google Ads, Facebook Ads, LinkedIn Ads, Tik Tok Ads and other paid media platforms

• Search Engine Results Pages (SERPs): SEO data Google Search Console

Our marketing analytics services

With our marketing analytics services, we can help you with: 

• Data Collection & Integration

• Website & App Tracking

• Event Tracking & Goal Setting

• Data Analysis & Reporting

• Dashboard Creation & Visualisation

• Data-Driven Recommendations & Optimisation

Contact us today for a free consultation. Let’s dive into your marketing data to drive success for your brand in 2025! Fill in the form below and we’ll get in touch.