Top 10 Most-Useful Digital Marketing Analytics Tools

Does a doctor ever prescribe you medicines without a diagnosis? Or does the government launches a scheme without running a survey through the country’s population? Similarly, it is vital for your business, especially if it is a start-up, to constantly monitor your clients’ wants and needs to serve them better. There are a plethora of tools available nowadays that help you supervise all the digital marketing analytics easily and efficiently to get your business to rank higher in the industry. This article will make you familiar with some of the most commonly used software and the unique features of them that they offer.

Let us take another example, let’s say you want to buy a dress. The shopkeeper lays out a variety of dresses in front of you to choose from. You specify other details such as size, color, material, etc, and then he comes up with the dresses of your preference. You try the dress on to see how it looks on you, whether the fit is appropriate and the cloth is sturdy enough.

If it passes all the criteria, you go ahead and buy it. You might return to the same shop next time for purchasing another dress. Digital marketing serves the same purpose, to display brands/ products to the users by taking into account the degree of their problem, the preciseness with which the product offers a solution, the product’s usability and utility, and the user’s purchase history on the internet through various online marketing strategies such as paid ads, social media posts, Search Engine Marketing(SEM), online videos, and so on.

From where does Analytics Come into play? 

As the name suggests, digital marketing analytics is a comprehensive analysis of user behavior on the web that gives an insight into their requirements and expectations from a product. It translates customer behavior into actionable business data. Several digital analytics tools help companies understand what consumers are doing online, why they are doing it, and how they can use that information to improve their digital campaigns.

Why do we need Marketing Analytics?

They not only let you know the “how” but also the “why” of your marketing metrics performance. While surface metrics simply provide numbers and figures as a measure of how your digital marketing campaign is performing, the use of an analytics tool gives elaborate feedback on its effectiveness and how it can be enhanced further.

A digital analytics report is usually based on analysis through the following tools and platforms:

• Search Engine Optimization (SEO) tools
• Social Media platforms
• Search Engine Marketing (SEM) tools
• Display ad platforms
• Predictive-scoring model platforms

You may also want to know the Best Website Analytics Tools

Which Metrics Should be Measured?

Just buying digital analytics tools is not enough. You must also understand the metrics which will help your business grow and figure out an easy way to see what is working and what is not, so you save money and time by avoiding ineffective marketing strategies.

Here are five easy to use and understand metrics that you can track as a beginner:

• Website Visitors – The easiest place to start in digital marketing analytics is to take a look at your website traffic and its number of visitors. While it is somewhat of a vanity metric, it helps measure and track the number of people visiting your virtual business front. If you want a steady increase in this number over time, then dive a little deeper and try to locate which sources are sending you the most traffic, and which pages are getting the most action. 

• Bounce Rate – It is the number of people who visit your site and then quickly leave. It should be low as it would mean that people are sticking around and having a look through more of your content. People spending more time on your website means a greater possibility for them to turn into customers. It also helps improve your SEO rankings, which show up in your web marketing analytics.

If your site has a high bounce rate, try taking a look through your website from the perspective of a customer’s eyes. See if you can determine what your business does, and how easy the website is to navigate.

• The number of e-mail subscribers – It does not matter what business you are in, the odds are good that you can benefit by using an e-mail marketing strategy. Try to encourage the visitors to leave their contact info with you by offering something of value in exchange, whether it’s a free ebook, pdf, video, or consulting session.

• Click-through Rate (CTR) – Your click-through rate refers to how many people took action and clicked on one of your posts or ads. CTR is a valuable metric to online marketing analytics if you’re creating an ad for any of the social or search engine platforms. Click-through rates indicate the relevance and interest of your ad for people to click and learn more about it. It also comes with better placements and lower cost, which means you get better results for less money.

• Lifetime Customer Value – It can be challenging, but it is one of the most valuable metrics to track. While there are several fancy and expensive digital marketing analytics services out there, having a general idea of the lifetime value of a customer to your business is still beneficial to your digital marketing campaigns.

If you know what a customer is worth to your business, then you know what you’re able to spend to acquire a new one. For example, if an average customer is worth Rs. 75,000 to your business, then you know you can spend up to that amount to acquire a new customer and still be profitable.

Once you figure this number out, and a way to market the business that allows you to get new customers below that cost, you will be able to create an unlimited supply of new customers directly to your business on autopilot.

Also Read: How to Become a Web Analyst

Here’s a list of all the popular tools to assess digital marketing analytics that can give your business an edge over others:

1. Hubspot Marketing Hub

This tool gathers all your customer-related data under one roof, thus saving your time and energy by eliminating the use of a separate platform for each metric. It also promises a personalized experience for your business clients and has a high prospect conversion rate by producing content as per clients’ requirements and converting data into successful marketing strategies.

Seller: Hubspot

Metrics covered: 

• Email Marketing – Building and personalizing emails, sending outbound emails, managing email deliverability, automated email responses.
• Online Marketing – Landing pages and forms, dynamic content, mobile-optimized, search tracking, and optimization.
• Lead Management – Marketing lead database, data quality management, segmentation, lead nurturing, online behavior tracking.
• Reporting and Analytics – Basic reporting, Web analytics.

Pricing: 

Free

Starter – Rs. 3700/month

Professional – Rs. 30,000/month

Enterprise – Rs. 90,000/month

Growth Suite – 3-in-1 pack with a discount available

Language available: English

Overall rating: 4.4/5

2. Google Analytics

Anything with the word “Google” in it is bound to be trustworthy. This digital marketing analytics tool provided by the popular search engine enables you to grab complete information of user behavior on your site and app. It also gives a unique insight into its machine learning capabilities that lets you make the most of your data. Google Analytics works along with its advertising and publishing tools to deliver maximum results.

Seller: Google

Metrics covered: 

• Sessions – Digital Analytics, Engagement, Entry and Exit pages, Standard Tracking Event, Retention, Return, Conversions.
• Reporting – Trending, Segmentation, Mobile reporting, Custom Reports, and Dashboards.
• Administration – Performance and Reliability, User, Role, and Access Management.
• Other – User data, Site Search Reporting

Pricing:

 Google Analytics – Free

Google Analytics 360 – $ 12,500/month

Language available: English

Overall rating: 4.5/5

3. SEMrush

An all-in-one marketing platform, SEMrush observes and reports a variety of digital marketing analytics to the user. The SEO tools ensure organic traffic growth, making the workflow smooth. 

Other features include:

• 20 billion keywords
• Recommendations for content improvement to rank higher.
• Tracking and analyzing competitor websites and marketing techniques 

Seller: SEMrush

Metrics covered: Sessions, Engagement, Returns, Conversions, Search Rank.

• Platform – Performance and reliability
• Tools – Audience Insights
• SEO Auditing and Monitoring – SEO Alerting
• SEO Content and Rankings – Link Building, Keyword Research, SERP rank tracking, Localization.
• SEO Reporting – Competitor analysis, Data Visualization, Custom Reports.

Pricing: 

Free

Pro pack – Rs. 9000/ month

Guru pack – Rs. 17,000/month

Business pack – Rs. 34,000/month

Language available: English

Overall rating: 4.6/5

Recommended Read: Digital Marketing Courses in India

4. Mailchimp

Mailchimp is more than just your regular email marketing tool. An AI-powered Creative Assistant helps set up and launch a website along with a custom domain. The automated marketing feature brings in 6 times more engagement by building social ads, postcards, landing pages, and many more. Store data can be easily synced to create pre-built customer segments based on purchase behavior.

Seller: Mailchimp

Metrics covered: 

• Platform – Custom Reports, User, Role, and Access Management, Performance and Reliability, Customization, Notifications.
• Campaign Management – Campaign Dashboard, Campaign Optimization, Reach, Bulk editing, Batch uploading, Brand Safety, Creative Optimization, Rich Media capabilities.
• Social Functionality
• Targeting

Pricing: 

Free

Essentials – Rs. 770/month

Standard – Rs. 1150/month

Premium – Rs. 23,000/month

Language available: English

Overall rating: 4.4/5

5. Adverity

This digital marketing analytics tool explains its working in 3 words: Connect, Visualize, Reveal. All your data from sales, marketing, and customer from 600+ sources gets converted into high-quality data in no time and put up on dashboards for ease of comparison. 

Seller: Adverity GmbH

Metrics covered: 

• Marketing Operations – ROI Tracking, Data Collection, Customer Insights, Multi-user access.
• Campaign Activity – Campaign Insights, Reports, and Dashboards, Campaign Stickiness, Multichannel Tracking, Brand Optimization.
• Management – Reporting
• Functionality – Extraction, Transformation, Loading, Automation, Scalability.

Pricing: 

Quick Start – Free 

Premium – Available on contact with the seller

Enterprise – Available on contact with the seller

Language available: English, French, Spanish, German

Overall rating: 4.5/5

6. Platformly

Business owners who are focusing on growth can use Platformly’s business management and marketing automation tools to manage their business more efficiently and effectively. Through precise tracking of interactions across different campaigns and channels across your entire marketing funnel, Platformly makes marketing attribution easy. It allows you to analyze sales trends in unprecedented detail, identify your most loyal customers, and determine what drives your business’ growth.

Seller: Platformly

Metrics covered:

• Reporting and Analytics – Basic Reporting, Web Analytics.
• E-mail Marketing – Building and Personalizing emails, sending Outbound emails, managing Email Deliverability, automated Email Responses.
• Online Marketing –Dynamic Content, Landing Pages and Forms, Mobile Optimized.
• Lead Management – Marketing Lead Database, Segmentation, Lead Nurturing, Online Behaviour Tracking, CRM Lead Integration.
• Campaign Management – Program Management

Pricing: Starter pack – Free

Growth pack – Rs. 3700/month

Unlimited – Rs. 7500/month

Language available: English

Overall rating: 4.5/5

7. Heap Analytics

Heap is relatively new when it comes to digital marketing analytics. It tracks each activity of the visitors to your website and also has a dashboard that allows manual selection of events that need to be analyzed or reviewed.  Individuals are tracked and sorted into different categories according to their behavior on the website. 

Seller: Heap

Metrics covered: 

• Sessions – Digital Analytics, Engagement, Entry and Exit pages, Standard Event Tracking, Custom Even Tracking, Retention, Conversion, Funnels.
• Reporting – Real-time reporting, Retroactive reporting, Segmentation, Custom Reports, and Dashboards.
• Administration – Performance and Reliability, User, Role, and Access Management.
• Other – User Data

Pricing: 

Free – 10,000 sessions/month

Pro – available on contact with the seller

Premium – available on contact with the seller

Growth – Rs. 22,500/month

Language available: English

Overall rating: 4.3/5

Recommended Read: SEO Courses in India

8. Klipfolio

With Klipfolio, you can customize a dashboard that includes all your marketing-related data from a variety of tools and channels. Klipfolio allows you to integrate tools such as Google Analytics and Facebook into a single dashboard where you can see data from all sources.

There are pre-built dashboard templates for you to use, which means you don’t even have to build your own. For example, you can set up Facebook ads monitoring dashboard, or a social media dashboard, or you can build your own to suit your needs.

Seller: Klipfolio

Metrics covered: 

• Reports – Reports Interface, Steps to Answer, Graphs and Charts, Score Cards, and Dashboards.
• Self-service – Calculated Fields, Data Column Filtering, Data Discovery, Collaboration/Workflow, Auto-modelling.
• Advanced Analytics – Data Visualization
• Building Reports – Data Transformation, Data Modelling, WYSIWYG Report Design, Integration APIs.

Pricing: 

Free

Plus pack – Rs. 7500/month

Pro pack – Rs. 17,000/month

Language available: English

Overall rating: 4.6/5

9. MixPanel

The main purpose of Mixpanel is to track events on your website, your product, and your mobile app. Using MixPanel, you can track actions that your users perform on your site or mobile app (both Android and iOS). You can see the number of events and trends associated with events you’ve added to MixPanel, as well as who used them and in which order.

A/B testing different versions of your mobile app and tracking their results, tracking user sessions, and viewing trends of selected events are some of MixPanel’s main features.

Seller: MixPanel

Metrics covered: Engagement, Entry and Exit Pages, Standard Event Tracking, Custom Event Tracking, Retention, Conversions, Funnels.

• Reporting – Real-time reporting, Trending, Segmentation, Custom Reports, and Dashboards.
• Product Analytics – User-level analytics
• Administration – API/Integrations
• Other – User Data

Pricing: 

Free

Growth pack – Rs. 1900/month

Enterprise pack – available on contact with the seller

Language available: English

Overall rating: 4.5/5

10. BuzzSumo

As a content and social media analysis dashboard, BuzzSumo provides its user’s data about what topics are trending on social media platforms. With it, you can analyze data from multiple periods, such as for the previous 12 hours or over a longer time. In this way, you can see which topics are getting the most attention in your industry.

Advanced keyword search operators are also available along with backlink information, content-type filters, and influencer marketing features. After exporting to another format, you can further analyze the data.

Seller: Brandwatch

Metrics covered: 

• Reports and Dashboards – Report Exporting
• Social Analytics – Competitor Analysis, Post Performance
• Results – Curation
• Monitoring and Listening – Social Measurement, Influencer Identification
• Data Management and Analysis – Social Reporting

Pricing: 

Pro – Rs. 7500/month

Plus – Rs. 13,500/month

Large – Rs. 17,000/month

Enterprise – available on contact with the seller

Language available: English

Overall rating: 4.5/5

Frequently Asked Questions (FAQs)

1. What are the essential digital marketing metrics to be tracked?

• Some of the most vital analytics that must be tracked are:
• Traffic
• Conversions
• Engagement
• Click-through Rate
• Site Load Speed

2. What is the difference between Web Analytics and Digital Marketing Analytics?

The difference between these two stems from their area of focus. Web analytics is centered around the performance of a website and its optimization, whereas digital marketing analytics keep the track of the user behavior around a website.

3. What is the job of a digital marketing analyst?

• The key points in the job description of a digital marketing analyst are as follows:
• To ensure the growth of business online.
• To analyze the statistics and come up with new techniques to enhance the firm’s market presence.
• To collaborate with the sales and marketing team and brainstorm on lead-generating campaigns.
• To work with external parties (contractors, vendors) to single out the tools/technologies best suited to their organization.

Conclusion

In the digital age, resorting to these methods has surely proven far more fruitful than just using traditional marketing techniques such as advertising on TV, newspaper, and radio. If used properly, the above-mentioned digital marketing analytics tools can yield the best results for your business apart from boosting it. Trustworthy relations are also built with customers in the long run and the brand also expands further through word of mouth. Therefore, it is in the best interest of both the business and customers to maintain transparency and avoid conflicts just for the sake of short-term gains.