Analytics in digital marketing is one of the most essential tools you can use, as it allows you to gather detailed insights and, from these, make informed and data-driven decisions.
Tracking conversions for your business/website is a vital part of understanding your customers, site usability, and performance of marketing campaigns. A conversion, even for an e-commerce business, isn’t exclusive to a sale. A conversion is simply an action that you’d like your user to take.
There are many options when it comes to choosing which analytics tool to use. Google Analytics is a great, easy-to-use web analytics option for many businesses, as it shows analytical data for your entire website as well as data from advertising campaigns (as a bonus, it’s also completely free to use and easy to install).
For specific platforms - e.g. Facebook & Instagram Ads - you may choose to use Facebook Analytics on top of this.
Google Analytics has the ability to integrate all of Google’s marketing products (including Google Ads, Search Console, and Data Studio), as well as giving an in-depth view of your website performance.
It allows you to create detailed reports, including information on your site’s audience, content, conversions and real-time performance.
You can also view campaign performance from other marketing platforms through the use of UTM (Urchin Tracking Module) tagging, including Facebook Ads, Bing Ads and LinkedIn. This means you can have a more holistic view of your marketing efforts across multiple platforms, as well as diving into your user journey.
Installing Google Analytics to your site is simple to do - once you have made your account, all you need to do is either:
Install the Global Site Tag to the head of every page on your site
Install Google Analytics through Tag Manager
It is important to test your tracking is installed correctly, so you get accurate results.
Facebook Analytics is another free analytics tool that is incredibly useful for managing your Facebook performance, and it allows you to track a user’s journey across all of Facebook’s channels - including mobile, desktop and messenger.
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