Digital Marketing


Every marketing campaign should be assessed for its efficacy. If your company has a website and social media accounts, you should track the performance of your marketing on each of these platforms.

That is why web analytics is important, whether the property is owned (like your website) or rented (like your Facebook, LinkedIn, or YouTube page). You may learn more about your consumers’ behavior and modify your operations accordingly by creating an analytics plan.

Let’s concentrate on website analytics for the sake of this post.

Metrics for Measuring

The term “measurability” refers to the existence of a set of measures. Here are some examples of important web metrics to consider:

  • Visitor traffic: How many people visit your website in a specific time period?
  • What section of the world do they originate from?
  • Visit length and duration: How much time did they spend reading your content on your website?
  • What are they reading on the pages they’ve visited?
  • Did they visit you because they typed in your URL (direct traffic), or did they find you through Google or a social media post?

These figures help you get a sense of who your usual website visitors are. You find out what kind of content they want and what stuff they enjoy the most.

On the other hand, you learn which areas of your website are less engaging and drive away users more quickly than others. This provides you the chance to tweak your content and assess how you’ve positioned your services.

What Should You Measure?

What should you measure in addition to profiling your visitors?

Rates of Bounce

The bounce rate is the time visitors spend on your site before leaving without taking any action.

High bounce rates indicate that there are issues with your website’s visitor experience — whether it’s page load speed, page design, or the material they intended to read on the pages.

Rates of Conversion

There may be pages, such as your blog, where you provide basic, helpful content.

There are also parts of your website where you’ve placed an offer to assist your customer in progressing through the email marketing funnel.

Do you want your client to get in touch with you? Then you should keep track of how many people have signed up.

Perhaps you have a white paper that provides in-depth industry information, and you’re keeping track of downloads.

Bounce rates indicate how long visitors stayed on the website before leaving. If your analytics data indicates that visitors are not converting into signups or downloads, you should examine the web design, copy, and call to action (CTA) to see what you can do.

Rates of Engagement

Web analytics can also assist you in determining whether your social media approach is successful in attracting visitors to your website.

Are your blog’s readers coming from LinkedIn and Facebook? Are they watching a video you made or reading a case study you recently published?

Your web analytics report will show you whether your social media efforts are resulting in more engagement between you and your users.

Analytics Track What Really Matters

Web analytics are critical to the success of your Digital Marketing initiatives. You can provide better experiences for your clients by studying their online activity, what types of information they are interested in, and which portions of your website are most effective at converting them.