Digital Analytics Measurement Guide

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Have you considered measurement in your planning approach? Below are a few definitions that help me separate out common buzz words surrounding measurement in the marketing industry:

  • KPI – Key performance indicator, it is a metric
  • Metric* – a unit that you are measuring it does not have to be a KPI
  • Goal – you have set this with a framework in mind and KPIs are used to measure the effectiveness of your goal

There are many ways to measure your goals using metrics and below are tools that help you measure these metrics that I like to use.

*Note – It can also be said that metrics are used to measure processes and KPIs to measure your objectives

Digital Marketing Analytics

Below are a range of digital analytics tools you can use to measure ongoing performance for your digital marketing:

  • Google Analytics – allows you to measure ROI, applications and websites
  • Facebook Analytics – allows you to monitor advertising, page engagement and more
  • Facebook Audiences – allows you to measure audiences and sizes based on interest using custom files e.g.  upload your customer list to see what page likes are associated with them
  • LinkedIn Analytics – set up to monitor your page visitors, followers, post impressions
  • Twitter Analytics – understand followers, tweets
  • Google Search Console – measures search visibility, keyword indexing within Google
  • Bing Webmaster Tools – measures search visibility, keyword indexing within Bing
  • Google Ads – manages Google adverts but contains the keyword tool

App based Measurement

Using Google Analytics you can measure mobile application in a similar way to measuring a website. By tracking users, sessions and more. See the mobile implementation guide by Google.

Landing Pages

One of the best free digital analytics tools is Google Analytics and it can monitor the pages on your website, especially those pages created for campaigns that you wish to use for targeting. Simply add a tag to your website and you’re up and ready to get started. Don’t forget to update your cookie policy and/or privacy policy though! Some of the neat things that Google Analytics has:

  • Behavioural insights of your users
  • The ability to set up unique goals and events to your pages monitoring checkout views and completions
  • The ability to track vanity URL’s in campaigns (although re-directs can sometimes cause problems with tracking)
  • The ability to see Google Ads and Google Search Console data in the platform
  • An integration with Google Data Studio to make seamless and interactive reports including date range
  • You can track form fills by line

Digital Radio

You can measure your digital radio campaign in Google Analytics using an unique vanity URL specific to your campaign. E.g. www.test.com/testing

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Get in touch with DSM Design today for your digital analytics setups and technical needs. We may be able to help solve your measurement problem. Contact us through our online form or call us on 01202 048079.

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