I hope you're doing well! Today I wanted to talk about how and why you should be keeping an eye on your analytics. Analytics in marketing refers to the tools you can use to analyse data collected through your online presence such as your website, social media, email etc.
Digital marketing analytics can help you to:
- Understand your target audience and their behaviour
- Measure your success and performance using specific metrics
- Identify trends in your consumers
- Optimise campaigns
- Improve customer retention
Some of our favourite metrics to measure using analytics software
1. Website visits
Knowing how many people visit your site each week/month and where they came from e.g. organic, email, social media etc. can help you understand where your audience is coming from. It can help you to measure your performance across the year and compare month to month.
2. Bounce rate
This is when a visitor enters your website and then leaves without going to another page. It is essentially a measure of your website's first impression.
3. Average time on site and average number of pages viewed
This helps you to know roughly how long someone browses your website and how many pages they are viewing. It shows how engaging your content is and how effectively your sales funnels are moving people through your site.
4. Social media metrics
These include likes, mentions, shares, site visits from social media, comments, number of new followers etc. These allow you to assess the performance of your social media content, how engaged your audience is and whether you're driving traffic effectively to your website.
5. Email metrics
Common email metrics include open rate, click through rate and subscriber number. These measure how valuable your email content is to your readers and whether it is driving traffic to your website.
Conversions are the leads that turn into customers. This is when a passive customer turns into an active customer i.e. they purchase your product, book into your practice etc.
Using a digital analytics tool is key to measuring your performance and building your understanding of your target audience. There are many free or paid analytics tools available for you to find the best fit for your business.