In digital marketing, data analytics means collecting, measuring and analysing the data and statistics generated online by a website (desktop or mobile) or an app. In other words, every digital action can be tracked, so you can see how far it reaches and whether it is actually worth it for your business.
Answering your questions
To understand data analytics in digital marketing, you first need to know what it is for. Any analytics agency will tell you the same thing: web analytics exists, above all, to answer questions. Who visits my website?
Which pages get read the most? Which ones the least? Are people dropping off between adding to basket and checking out?
How you set up and segment the data you want to measure depends on the questions you want answered. Once those are clear, you will know which KPIs (key performance indicators) to follow. And if that sounds complicated, don’t worry: our data analytics agency will guide you ;)
Knowing your visitors
Your website gets traffic? Great, but is it the right traffic? A website can draw plenty of people, but if they are not your audience, your bounce rate is likely to go through the roof.
To make sure you are reaching the right people, you need to see who actually visits your site. Processing your visitor data (in line with GDPR, of course) helps you fine-tune your message and turn more visitors into customers.
Knowing your acquisition channels
A digital strategy relies on several acquisition channels: organic search (SEO), paid search (PPC), social media, email marketing and so on. These channels don’t share the same goals (brand awareness or conversions), nor the same profitability. Knowing where your traffic comes from, and whether each campaign is working, is essential to understand and adjust your digital strategy.
Spotting what can be improved
Tracking and analysing your page data shows you where your digital actions can be improved. Knowing that a page underperforms, or that its engagement rate is poor, may be a sign it is time to rethink its content.
A PPC campaign with a disappointing conversion rate? Is it the message or the user experience? Visualising your website data helps you optimise its performance and climb the rankings.
Tracking and optimising the conversion path
Improving the user experience is fundamental for any website. By following the customer journey with web analytics, you can make informed decisions and run A/B tests to improve your conversion rate and grow your revenue.
Steering your budgets and digital strategy
The insight that data analytics gives you means you know everything about your website, so you can make the right calls on how to allocate your budgets according to how each channel performs. You can then steer your whole digital strategy with far more confidence.
Publishing content more often to strengthen your SEO, raising your Google Ads budget, growing your social media presence… These are all options you can explore calmly, with the figures to back them up.
If you need help interpreting the data and understanding what it really means, rely on the expertise of a web analytics agency.
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