How to Blend Web Analytics and Digital Marketing Analytics to Grow Better

 Measuring the effectiveness of digital marketing is one of the greatest challenges facing organizations today.

The trouble is, when most marketers hear "digital analytics," they tend to think of the metrics you'd typically associate with a simple web analytics tool like Google Analytics — traffic, bounce rate, unique visitors, etc.

However, web analytics is only part of what encompasses digital analytics.

While web analytics can provide you with a wealth of insight into the performance of your website, marketers need richer data to understand the impact of their marketing campaigns on conversion rates and a buyer's journey. Looking at top-level web analytics metrics like traffic is only the first piece of the puzzle.

Enter: digital marketing analytics, which offers a much more comprehensive view of what's working (and what isn't) when it comes to your marketing strategy.

Regardless of how you fit into your company’s marketing mix, learning how to understand and leverage digital marketing analytics is incredibly important. Analytics data not only tells you if your marketing is working, but it also tells you precisely how and where you can improve. This type of insight can benefit everyone.

That’s why we built this guide. We want you to master marketing analytics so your business can grow better. Below, we’ll talk about what marketing metrics to monitor, how to read and apply them to your marketing decisions, and how to leverage them to grow your business and bottom line.

Bookmark this guide for future reference and use the chapter links below to navigate through the content.

→ Click here to download our free guide to digital marketing fundamentals [Download Now].

  1. Digital Marketing Metrics to Know

  2. Digital Marketing Analytics vs. Web Analytics

  3. The Full Picture of Digital Marketing Analytics

  4. How to Use Digital Marketing Analytics Effectively

What is digital analytics?

Digital marketing analytics is the translation of customer behavior into actionable business data. Today's marketers can use digital analytics tools to examine the many 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 marketing a data-driven foundation on which businesses can build a profitable, scalable marketing strategy. Analytics draw the line between opinion and fact.

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

Digital Marketing Metrics to Know

Digital marketing metrics are statistical measures that marketers use to determine the success of various 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 often tease you into thinking your efforts are working.

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