Digital marketers often find themselves utilizing all sorts of marketing techniques available to them in order to increase clicks, visits, and conversions. However, the more they try new channels, the more convoluted the performance reports become. At times, it becomes hard to clearly understand the complex customer journey or path to purchase and accurately point out which engagement tactics, messages, or touch-points drove maximum conversions. It is also important to study that out of those conversions, which channels resulted in the most high-value customers.
Google analytics is a digital analytics tool which has a feature-rich interface along with interesting visualizations to simplify the statistics. It is also the most popular tool used for tracking digital traffic as it uncovers an incredible amount of insights for enhancing your marketing strategies in all possible ways. It’s no surprise that 73 million website owners prefer Google Analytics over other analytics tools (Source: W3Techs). If you are already hooked on to Google Analytics, then you must be spending a fair amount of time in exploring some of the key sections of the tool: Dashboards, Shortcuts, Intelligence Events, Real-Time, Audience, Acquisition, Behavior, and Conversions. Some of these sections hold a load of information that can be extremely beneficial for marketers.
Every company is investing heavily in digital analytics – be it on implementing the right tool or hiring the best resources. According to a recent report, companies are planning to increase their spending on marketing analytics by 73% in the next three years. Marketing managers are expecting analytics to churn out incredible and timely insights that can help them in better targeting and optimize their digital marketing initiatives. Digital analytics, if done intelligently, can actually do just that, and much more.
With the fast-paced development of the digital platform, there has been an upsurge in the demand for robust digital marketing strategies. Quite inevitably, the online marketing arena is going through a constant evolution. Numerous online marketing strategies are being devised, and innumerable acquisition channels are getting added to the digital ecosystem. However, the success of these marketing efforts depends on marketing performance analytics to a great extent.