What is Digital Analytics?

Digital marketing analytics is that the translation of customer behavior into actionable business data. Today's marketers can use digital analytics tools to look at the various online channels their buyers might interact with and identify new revenue opportunities from existing campaigns.

Digital marketing analytics also give the creative, fluid side of selling a data-driven foundation on which businesses can build a profitable, scalable marketing strategy. Analytics draw the road between opinion and fact.

Before we dive into the way to use digital analytics for your business, let’s mention what marketing metrics you’ll be measuring and analyzing.

Digital Marketing Metrics to understand

Digital marketing metrics are statistical measures that marketers use to work out the success of varied marketing efforts as they relate to their overall campaign goals and industry standards.

You’ve heard of vanity metrics, yes? Vanity metrics are the surface level numbers that always tease you into thinking your efforts are working. Unfortunately, to urge a transparent picture of your campaign’s impact, you would like to seem at a wider sort of actionable metrics. We’ll be covering both during this section.

Digital Metrics for Websites

The following are digital marketing metrics related to websites and web activity — a.k.a. web analytics.

Visitor

A Visitor (or User) is someone who visits your site. Visitors are tracked by a cookie placed in their browser by a tracking code installed on your site.

Page View

A Page View is when a page on your site is loaded by a browser. A page view is measured whenever your tracking code is loaded.

Session

A Session may be a series of activities taken by a visitor on your website, including page views, CTAs, and events. Sessions expire after a half-hour of visitor inactivity.

Traffic

Traffic (or Visits) is that the total number of site or page visits during a given period of time

Traffic by Channel

Traffic by Channel is that the total number of sites or page visits per referral channel, e.g. social media, email, landing pages, etc.

Traffic by Device

Traffic by Device is that the total number of sites or page visits per device type, e.g. smartphone, tablet, desktop, etc.

The ratio of the latest Traffic to Returning Traffic

The Ratio of the latest Traffic to Returning Traffic is that the percentage of a net new site or page visitors you receive as compared to the entire amount of returning traffic

Time on Page

The Time on Page is that the average time each visitor spends on your site or page

Interactions per Visit

Interactions per Visit are what actions your visitors took did when on your site or page

Bounce Rate

The Bounce Rate is that the percentage of individuals who visited your site or page but didn’t take any action or check out the other pages as compared to the entire number of page or site visitors

Digital Metrics for Lead Magnets

The following are digital marketing metrics related to lead magnets and content offers.

Call-to-Action (CTA) Click-Through Rate

The CTA Click-Through Rate is that the percentage of total clicks on a CTA as compared to the entire number of page or site visits

Submissions

Submissions are that the percentage of total people that filled out and submitted your web form

Conversion Rate

The Conversion Rate is that the total number of actions taken (e.g. a download, sign-up, etc.) on your lead magnet as compared to the entire number of visits

Free Trial Conversion Rate

The Free Trial Conversion Rate is the percentage of free trial users who converted to customers

Pop-Up Conversions

Pop-Up Conversions is that the percentage of total pop-up form completions who converted to customers

The Ratio of Generated results in Marketing-Qualified Leads (MQL)

The Ratio of Generated results in MQL is that the total number of “good fit” leads collected from your lead magnet as compared to the entire number of leads generated

Leads to Close Ratio

The results in Close Ratio is the percentage of leads converted to customers as compared to the entire number of leads

Digital Metrics for Email Marketing

The following are digital marketing metrics related to email marketing.

Open Rate

The Open Rate is the percentage of opened emails as a proportion of the entire number of emails sent

Opens by Device

Opens by Device is that the total number of email opens per device type, e.g. smartphone, tablet, desktop, etc.

Click-Through Rate

The Click-Through Rate is that the percentage of total clicks on an email link, or CTA, as a proportion of the entire number of email opens

Bounce Rate

The Bounce Rate is that the percentage of undeliverable emails as a proportion of the entire number of emails sent

Unsubscribe Rate

The Unsubscribe Rate is that the percentage of individuals who unsubscribe from your email list over a given period of your time

Digital Metrics for Content and Social Media

The following are digital marketing metrics related to content and social media.

Engagement Rate

The Engagement Rate is that the total number of engagements (e.g. comments, clicks, likes, etc.) as a proportion of the entire number page or post views

Follows and Subscribes

Follows and Subscribes is that the total number of individuals who’ve shown interest in your content and need to receive updates when new posts or pages are published

Shares

Shares is that the total number of times a post or page has been shared on social media, a website, or a blog

Digital Metrics for Product and E-Commerce

The following are digital marketing metrics related to e-commerce.

Shopping Cart Abandonment Rate

The handcart Abandonment Rate is that the total number of internet buyers who put items in their handcart but don’t complete a sale as a proportion of the number of individuals who complete a sale.

Digital Marketing Analytics vs. Web Analytics

Quite simply, web analytics (like many of the metrics we defined above) just isn't enough. the info that web analytics provides alone doesn't cut it for marketers who got to understand how their work makes an impression throughout the whole marketing and sales flywheel.

Let's face it: Today's marketing extends well beyond the bounds of your website. It also includes how your marketing channels interact, the insight you gain from those outcomes, and therefore the progress you track through your reporting.

This perspective provides the foundational data you would like to structure your flywheel — delighting your existing customers enough to draw in and have interaction with new ones.

Web analytics measure things a webmaster or technical SEO specialist cares about, like page load speed, page views per visit, and time on site. Digital marketing analytics, on the opposite hand, measure business metrics like traffic, leads, and sales, and allows you to watch which online events determine whether leads will become customers.

Digital marketing analytics include data not only from your website, but also from sources like email, social media, and organic search.

How Digital Marketing Analytics Connects Every commercial activity

With digital marketing analytics, marketers can understand the effectiveness of their entire marketing strategy, not just the effectiveness of their website. Using digital marketing analytics allows marketers to spot how each of their marketing initiatives (e.g., social media vs. blogging vs. email marketing, etc.) pile up against each other, determine the true ROI of their activities and understand how well they're achieving their business goals.

The central question is: How are you able to structure an appropriate business goal to see your marketing team's efforts within the most accurate way possible?

As a result of the knowledge they will gather from full-stack digital marketing analytics, marketers also can diagnose deficiencies in specific channels in their marketing mix, and make adjustments to strategies and tactics to enhance their overall marketing activity.

You can spend hours and hours slicing and dicing data in web analytics tools, comparing new vs. repeat visitors month over month. But when it comes right down to it, you'll come up in need of a very comprehensive view of your marketing performance.

There's no doubt that marketers are aware there is a deficiency in how they're ready to measure the effectiveness of what they do; here's how full-stack digital marketing analytics makes up for that deficiency.

Designate has consistently increased conversion rates for its clients by engaging the most sophisticated metrics and tools to acquire, engage, and convert target audiences across domains. Get in touch to know how we can boost your ROIs.

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