Analytics & Reporting

Analytics and reporting involve tracking, measuring, interpreting, and communicating data from digital marketing activities to assess performance, optimize campaigns, and support data-driven decisions.

A. Strategy & Setup

  • Define KPIs: Based on business and campaign goals (e.g., sales, leads, engagement)

  • Establish Benchmarks: Use historical data or industry standards

  • Set Up Tracking:

    • UTM parameters for campaign tracking

    • Event tracking (form submissions, clicks, scroll depth)

    • Funnel tracking for multi-step conversions

B. Key Performance Metrics by Channel

  • Website / SEO Metrics:

    • Sessions & Users

    • Bounce Rate

    • Time on Page

    • Organic Traffic

    • Page Load Speed

    • Top Landing Pages

  • PPC Metrics:

    • Click-Through Rate (CTR)

    • Cost-Per-Click (CPC)

    • Quality Score

    • Conversion Rate

    • ROAS (Return on Ad Spend)

  • Social Media Metrics:

    • Impressions & Reach

    • Engagement Rate (likes, comments, shares)

    • Follower Growth

    • Paid vs. Organic Performance

  • Email Marketing Metrics:

    • Open Rate

    • Click-Through Rate

    • Unsubscribe Rate

    • Conversion Rate

    • Revenue per Email

  • Content Marketing Metrics:

    • Pageviews

    • Scroll depth

    • Social shares

    • Inbound links

    • Time on content

  • E-commerce Metrics (if applicable):

    • Conversion Rate

    • Average Order Value (AOV)

    • Customer Lifetime Value (CLTV)

    • Cart Abandonment Rate

    • Revenue by Channel

C. Tools for Analytics

  • Web & Performance Analytics:

    • Google Analytics 4 (GA4)

    • Google Search Console

    • Matomo, Mixpanel, Heap

  • Tag & Event Tracking:

    • Google Tag Manager (GTM)

  • SEO Analytics:

    • SEMrush, Ahrefs, Moz, Screaming Frog

  • PPC & Paid Media:

    • Google Ads Dashboard

    • Meta Ads Manager

    • LinkedIn/TikTok Ad Analytics

  • Email Analytics:

    • Platform-native reports (e.g., Mailchimp, Klaviyo)

    • Integrations with GA4/CRM

  • Social Media Analytics:

    • Native insights (Meta, LinkedIn, TikTok, YouTube)

    • Third-party tools (Hootsuite, Sprout Social, Buffer)

  • Dashboards & Reporting Tools:

    • Google Looker Studio (formerly Data Studio)

    • Tableau, Power BI

    • HubSpot or CRM-integrated dashboards

    • Supermetrics (for automated data pulling)

D. Reporting Best Practices

  • Tailor reports for the audience (executive summary vs. in-depth analysis)

  • Use visualizations (graphs, heatmaps, funnels)

  • Highlight wins and insights — not just raw data

  • Include actionable recommendations

  • Frequency:

    • Daily or real-time dashboards

    • Weekly performance updates

    • Monthly strategic reports

    • Quarterly reviews

E. Data-Driven Optimization

  • Use insights to:

    • Refine audience targeting

    • Improve underperforming campaigns

    • Double down on high-ROI channels

    • Test hypotheses (A/B, multivariate testing)

    • Align content and messaging with top-performing user segments

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