The average small-to-midsized business spends between $2500 and $12,000 per month on digital marketing.
That’s a lot of money to invest in what’s typically a rapidly evolving digital landscape. To keep budgets in check while maximizing investment return, marketers need to have the right tools at their disposal.
That is where marketing analytics tools come into play.
These are typically online services that provide data about your campaign’s performance, allowing you to extract key insights and make data-based business decisions.
What Are Digital Marketing Analytics Tools?
The term “marketing analytics” can be used to describe a number of different online services.
Services like Google Analytics offer insights into how users navigate your site, allowing you to fine-tune aspects like layout and content. Then there are marketing automation tools that help marketers build audiences, nurture them according to their buying journeys, and optimize campaigns by automating the process.
For our purposes, we will look at digital marketing analytics tools through the lens of Google Analytics.
When properly implemented, this tool can provide you with a wealth of information about your website’s performance.
This data is crucial to marketing teams looking to make informed decisions based on hard numbers rather than gut feelings.
What Do they Do?
A marketing analytics tool gives marketers access to their data – in real-time.
That provides insights into website traffic, campaign performance, audience demographics, and more. It allows them to see the big picture without investing countless hours in searching for this information manually.
Marketers can use these insights to make decisions that improve ROI, whether by focusing on specific tasks or identifying audiences that need more nurturing.
In this way, marketing analytics tools have a tangible impact on digital marketing campaigns and can enable marketers to build best practices campaigns from the ground up.
How Do They Work?
Today’s marketing analytics tools are cloud-based services that are easy to use, relatively inexpensive, and provide actionable data.
All you have to do is log in to your account, configure the features you want to track and go!
Depending on your needs, you can track page views, clicks, time spent on site, social media referrals, and more.
You can even connect to Google Ads or Facebook ads platforms to get additional data like ad spend by region or demographics and improve your campaigns by prioritizing ads with the highest ROI.
What’s more, marketing analytics tools have strong mobile capabilities for on-the-go marketers.
Why Do Marketers Need them?
Marketing analytics tools can help marketers better understand their audiences so they can optimize campaigns for greater ROI.
For example, you might notice that an older audience is converting less than a younger one. Based on this insight, you might want to implement more email nurturing for your older audience to engage them further before going for the big kill.
You can also use analytics tools to improve your site’s structure and content.
Is your landing page too long, causing users to bounce because they can’t find what they need? You can adjust the page layout and content for faster navigation and increased conversions.
Who are the Big Players?
Google Analytics leads the way as the most popular digital marketing analytics.
In addition to their free Google Analytics tool, they offer a premium version that provides more in-depth insights and support from Google experts.
Other top players include Mixpanel and Adobe Analytics, with many companies offering a mix of both free and paid features.
Marketing analytics is about more than just tracking numbers.
You need to understand your brand and strategy before putting a digital marketing analytics tool to work.
It’s about knowing what data is important and how it’s going to serve your future goals.
Think of it as having a conversation with your customers so you can tailor your marketing efforts to their specific needs.
What’s more, having access to your data is useless if you don’t know how to use it.
That’s why it’s important to invest in training – whether that involves hiring a consultant or sending your team members to seminars.
What’s Included in Digital Marketing Analysis
At its core, marketing analytics refers to the measurement, collection, analysis, and reporting of data to drive informed business decisions.
Marketing analytics tools provide marketers with information about how well their campaigns are performing, especially with the leads generated, cost per lead, ROI, etc.
Typically, these services focus on three stages:
- Collection: This refers to the process of gathering data from various marketing channels, including email software, website analytics tools, social media management tools, advertising platforms like Google Ads or Facebook ads, and more.
- Analysis: The next step is taking this collected information and breaking it down by specific metrics so you can see how specific campaigns are performing.
- Reporting: The last step is presenting this data to senior management or your client so they can track your campaign progress and make informed decisions about future efforts.
Is this service right for me?
Marketing analytics tools fall into two major categories: those that provide raw data and those that offer actionable insights.
For instance, if you want access to server logs, a basic website analytics tool might be all you need. However, if you’re looking for ways to improve your marketing strategy, you might want to look for a tool that offers more thought-out solutions.
It’s also worth considering what kinds of data you want to collect.
For example, Google Analytics can track everything from site traffic to demographics to e-commerce sales, while Adobe Analytics focuses more on providing insights into marketing efforts.
What about pros and cons?
Marketing analytics tools can help you better understand your customers, improve your site’s layout, get more leads, and boost ROI.
However, it’s important to remember that these services are only useful if they fit into your existing marketing efforts.
As with any software, you’ll need to consider the tool’s pricing and whether it meets your specific marketing requirements.
While many services offer free versions, some are only available at enterprise pricing.
It’s also important to remember that marketing analytics tools are only as useful as the insights you derive from them.
That’s why it’s critical to invest in training so your entire team can make the most of these new tools.
How do I choose the right one?
It’s important to do your research before choosing a marketing analytics tool.
Read case studies, talk to customers, and ask for demos to see the software’s capabilities first hand.
However, there are plenty of other factors you’ll want to consider as well:
Does the product integrate with your existing software?
Some marketing analytics tools are designed to work with existing solutions like Google Analytics, while others might require you to start fresh.
That’s why it’s important to ask about integration when evaluating products.
What kinds of data can the tool track?
The more metrics a service tracks, the better equipped it will be to provide useful insights.
Does the product offer specific features?
Some tools are designed for small businesses, while others are made with enterprise customers in mind.
It’s also worth considering whether a software comes with any additional modules or integrations.
What about security?
Most companies store customer data, so it’s important to choose a tool that offers robust security.
That means looking for services that offer HTTPS encryption, regular backups, and detailed privacy policies.
What else do I need to know?
Marketing analytics tools are called “analytics” for a reason. Understanding the ins and outs of how they work can help you unlock powerful insights.
For example, suppose you want to dig deeper into your data. In that case, the tool’s filtering and segmentation capabilities will play a key role in determining what kinds of conclusions you can draw from the data.
Once you grasp the basics, it’s important to think about how each product—and its features—can fit into your overarching marketing strategy.
That means investing in training, finding ways to use data to drive real business decisions, and working with an agency with the tools (and expertise) to get the most out of these solutions.
As more companies invest in these tools, it’s important to choose a provider that can scale with your business
By choosing an analytics tool that tracks the right metrics, offers the features you need, and integrates seamlessly into existing software, you can continue expanding your online presence well into 2022.
Types of Digital Marketing Analytics Tools
There are a variety of analytics tools that a company can use to track and measure its digital marketing efforts. The most common ones are:
Web Analytics Tools
These tools provide insight into how your website is performing.
They track things like the number of users that visit your site, where they come from (which countries, cities, states/provinces), what keywords are working best to bring people in and how long each visitor spends on your website. These tools can tell you which pages are most popular with visitors, what search terms brought them to your site and where they’re dropping off.
Social Media Analytics Tools
These tools track what happens with content that is posted on social media.
You can see how many times a post is liked, commented on, and shared across various forms of social media, including Facebook, Twitter, and Instagram, from all types of devices.
Digital Advertising Analytics Tools
Tools in this category help you understand what happens when you pay to promote your company on various digital platforms.
You can see which types of ads are working best, how many people are clicking them, and where your audience is.
SEO Analytics Tools
These tools track what keywords are driving traffic to your site and how users interact with each page. They also analyse the structure of your URLs, make sure you’re using the correct markup language on web pages and help create compelling meta descriptions.
Email Marketing Analytics Tools
These tools track the number of opens, clicks, and conversions for a given email campaign. They also provide insight into your audience location and which devices they’re using to interact with your email messages.
Lead Generation and Attribution Analytics Tools
Tools that fall into this category help marketers determine what tactics are leading to new leads and sales. You can track campaigns across all forms of digital marketing, including social media, SEO, and email, to see what’s working best. Some tools will also help you understand which channels are driving the most conversions—and where your audience is from–to make better decisions about how you allocate your marketing budget.
Top 5 Marketing Analytics Trends in 2022
As digital marketing evolves, so should your marketing strategies.
While today’s digital marketing environment is very different from when many of the big names in social media and search engine algorithms were born, some constants will continue to guide how marketers operate for years to come. Here are five predictions on what will be trending in 2022:
1. Data Mania
Today, companies are overwhelmed with the sheer volume of data that comes in—and sorting through it all is a huge drain on resources. In 2022, marketing analytics tools will be able to sort and sift for more relevant data so you can find out exactly what your company needs to know to make the right business decisions.
2. Agile Marketing
If you can’t keep up with how quickly digital marketing moves, your company will fall behind. Leading marketing analytics tools will help you present information in an easily digestible format so you can act on the information while it’s still relevant and valuable to you.
3. Realistic AI Application
Machine learning and artificial intelligence are buzzwords that get thrown around quite a bit too loosely, but these technologies will really begin to pay off in 2022. Marketing analytics tools should comb through all the data and present clear and understandable information about what your company needs to do best.
4. Channel Explosions and Bubbles
It’s nearly impossible to track all marketing channels marketers use to promote their brands, mainly social media, and digital advertising. In 2022, analytics tools will help you set up individual dashboards for each channel and drill down to the most granular information on how well your campaigns are converting.
5. Martech’s Complexities
In a perfect world, all martech platforms would work together to provide marketers with the insights they need. In reality, however, software companies have created siloes that keep valuable data from being shared efficiently. In 2022, leading marketing analytics tools would have advanced to the point that they’ll be capable of taking information from multiple platforms and presenting it as one cohesive unit.
With the overwhelming amount of data available to marketers today, it can be challenging to determine what’s most important for your business. Top marketing analytics tools will help you develop a budget based on aggregate performance across multiple channels.
The Best Digital Marketing Analytics Tools to Satisfy Your Growing Marketing Needs in 2022
Improvado is a digital marketing analytics tool explicitly made for advertising and analytics leaders. With this tool, you can analyze, compare and benchmark digital marketing campaigns across channels and pinpoint where your marketing budget is best spent.
According to customer reviews on G2 and Capterra, Improvado is one of the top-rated ETL providers, data warehouse processing, data cleansing, and Big Data analytics tools on the market.
It’s among the few tools that allow you to connect multiple data sources to a single virtual database. It also provides a central location to execute complex multi-source queries.
What Does Improvado do?
Improvado is billed as a tool built by marketers for marketers. It’s designed to help marketers manage their activities across all digital channels, including paid search, social media, and affiliate marketing, all in one central place.
Who Should Use Improvado?
Virtually every single marketer out there. Improvado aims to help all marketers get the most out of their digital advertising dollars, from small businesses to enterprises.
What Features Does Improvado Have?
The tool provides a central location for marketers to execute multi-source queries. It’s also designed to support Big Data analytics while connecting data from various sources into one virtual database.
Here are some of its top features:
- ROI tracking: Improvado allows you to track all of your marketing activity, including expenditures across various channels so that you can gauge the return on every marketing dollar you spend.
- Data collection: It allows marketers to collect data from multiple sources, including Google Analytics, Facebook Ads, Bing Ads, and HitWise. The tool also supports real-time data collection.
- Multi-user access: Improvado has features that support multi-user access. It’s designed to allow multiple users to work with the same data simultaneously; helping teams collaborate better.
- Customer insights: Improvado also provides customer insights, allowing marketers to see how customers are interacting with their brand across various channels. In this way, brands can track retention and engagement.
- Reports and dashboards: Improvado provides a range of built-in reports and pre-defined dashboards to help marketers monitor their performance. It also allows you to customize reports according to your needs by removing or adding columns, resizing dashboard windows, among others.
- Campaign insights: The tool also allows marketers to track and assess their marketing campaigns in real-time, then compare and contrast performance across various channels. It provides the ability to monitor and optimize campaigns continuously based on recent developments and emerging trends.
- Brand optimization: Improvado’s reporting feature provides the ability to examine real-time engagement across various channels.
- Multichannel tracking: The tool provides multichannel tracking capabilities, allowing marketers to view their digital campaigns in a single dashboard. Users can track attribution across multiple channels and even compare performance.
Improvado only operates with custom pricing. It doesn’t have a built-in price calculator. Interested parties will have to contact the company for a detailed analysis of their business and a customized price quote.
200 plus Integrations, including Facebook, Twitter, Instagram, etc.
Domo is a powerful analytics and monitoring software specialized in data visualization and business intelligence. It delivers real-time dashboards and alerts that help marketers and executives stay ahead of emerging trends.
What Does Domo Do?
Domo isn’t strictly focused on marketing. It’s more of a dashboarding tool. However, due to the nature of its dashboard format, it can be a helpful tool for marketers. Though, instead of being used for day-to-day management and supervision of tasks, Domo is used more for real-time monitoring.
Who Should Use Domo?
Domo isn’t really meant for marketers or super users in particular. It’s more targeted toward executives, management, and SMBs who want to get a high-level overview of their organizations’ performance.
What Features Does Domo Have?
- Powerful Data Visualization: Domo is explicitly designed for data visualization, allowing users to create powerful real-time dashboards with drag-and-drop technology. That helps users get a quick and digestible overview of performance data.
- Alerting: Domo provides the ability to set alerts and receive notifications when specified thresholds are reached. It works with mobile push notification alerts, SMS messages, and email messages that help you stay on top of unique market issues in real-time.
- Real-time data access: Domo provides real-time data access across various platforms, allowing users to monitor performance in one central location. That empowers marketers with the flexibility to manage their social media accounts on the go and measure campaign effectiveness without wasting time.
- BI and Analytics: Domo also provides a set of analytics and reports customized for your company. It comes with pre-built templates that allow you to choose from various visualization options based on your content analysis and marketing goals.
Datorama specialized in business intelligence and analytics to help marketers unify and understand their data.
What Does Datoroma Do?
Datorama isn’t a multichannel marketing tool. It’s more of business intelligence and analytics platform that provides marketers with the ability to unify and understand their customer data in real-time, all to drive marketing performance and ROI results.
Who Should Use Datoroma?
Datoroma is suited with highly technical marketing teams. You need some background with SQL to take advantage of this tool. It can be a helpful tool for marketers, but it’s probably not the best fit for those without advanced technical know-how.
What Features Does Datoroma Have?
- Data Aggregation: Datorama is designed to collect data from multiple sources and provide one unified data set that marketers can analyze using the platform’s easy-to-use analytics system.
- Real-time Dashboards: Datorama can create custom real-time dashboards that allow users to quickly check data sources and track key business metrics without waiting for detailed reports or spending time on manual analysis.
- Data Visualization: Datoroma provides a customizable dashboard with visuals such as bar and line charts.
Pricing & Support
Datorama is priced along data lines. The more campaigns a user runs, the more expensive it can get.
Pricing for Datorama is based upon lines of data. If users are running numerous campaigns, this can get pretty expensive.
You can request the company for a demo. But for pricing, you might want to contact the company for a custom quote.
Adobe Analytics Cloud
Adobe Analytics Cloud is a comprehensive marketing analytics solution that helps marketers measure campaign planning and execution, maximize marketing performance, and deliver personalized customer experiences.
What Does Adobe Analytics Cloud Do?
Adobe Analytics Cloud is an excellent option for marketers looking to keep all their data in one place. It’s capable of aggregating data from multiple sources into one central repository. Beyond just marketing metrics, Adobe Analytics Cloud can also provide insights into customer behaviour.
Who Should Use Adobe Analytics Cloud?
Adobe Analytics Cloud is a comprehensive solution best suited for marketers with large marketing teams and those who work with numerous marketing channels. It does include some basic analytics, but its main focus is on collecting all of your marketing data in one place.
What Features Does Adobe Analytics Cloud Have?
- Customizable Dashboards: Adobe Analytics Cloud provides marketers with the ability to create custom dashboards that include multiple charts, reports, and other types of visualizations to help monitor marketing initiatives. These dashboards can be made available across your organization to ensure all different teams have easy access to the required information.
- Data Visualization: Adobe Analytics Cloud allows marketers to create custom analytics, ranging from line charts and bar graphs to high-dimensional visualizations like treemaps, sunburst plots, and ring charts.
- Campaign Tracking: Marketers can track and manage their marketing initiatives through Adobe Analytics Cloud’s comprehensive campaign management features. They’ll have the ability to track metrics from multiple channels, identify areas that need improvement and optimize campaigns more effectively across different customer touchpoints.
Pricing & Support
Adobe doesn’t provide any direct pricing information on its website.
Integration: 400 plus integrations
Kissmetrics is a behavioural analytics platform that focuses on user engagement and conversion.
What Does Kissmetrics Do?
The Kissmetrics platform tracks customer interactions across multiple channels, including social media, website visits, and mobile applications. It uses these insights to provide marketers with various actionable items, such as where to concentrate marketing efforts, what content to create, and the optimal time to push offers.
Who Should Use Kissmetrics?
Kissmetrics is an excellent option for marketers looking to improve customer engagement and conversion rates. Because it offers a variety of detailed reports that measure different types of user behaviour, it can be helpful for anyone from product managers to sales teams.
What Features Does Kissmetrics Have?
- Behavioral Analytics: Kissmetrics allows marketers to view behavioural analytics for any user within their application. Marketing teams can use these insights to understand users’ actions and where they’re dropping off in the purchasing funnel.
- Conversion Funnels: Kissmetrics allows marketers to create custom conversion funnels that track every purchasing process step. These funnels will enable them to identify where users are dropping off to take corrective measures.
- Real-time Data Monitoring: Kissmetrics allows marketers to monitor key metrics in real-time. Marketers get to see how every marketing campaign influences customer behavior and adjust their marketing strategy accordingly.
- Customer Profiles: Kissmetrics allows marketers to view various details about their user base, including who they are and how frequently they interact with the application.
- Data Segmentation: Kissmetrics allows marketers to segment their user base by a wide range of metrics. They’ll group users based on location, behaviour, and purchase history for more in-depth insights.
Pricing & Support
Kissmetrics has three pricing options.
- The enterprise plan: You’ll have to contact the vendor for this.
- Power plan: At $850 per month.
- Growth plan: At $850 per month
Integration: 3000 integrations including Salesforce, Marketo, and Hubspot
Amplitude is a product analytics platform designed to help marketers learn how users engage with their digital products across different channels, regions, and devices.
What Does Amplitude Do?
The Amplitude platform provides marketers with detailed behavioural analytics about their users. It integrates with everything from websites to mobile applications. It also allows marketers to track metrics like retention, conversions, and revenue over time.
Who Should Use Amplitude?
Amplitude is ideal for digital product managers who monitor user behaviour across multiple channels and customer touchpoints.
What Features Does Amplitude Have?
- Actionable Insights: Amplitude allows marketers to view user information in an easily digestible format, making it easy to identify patterns, track progress and optimize their strategies accordingly.
- Channel & Campaign Analysis: Amplitude lets marketers compare the performance of different marketing channels and individual campaigns. Understanding how other media and campaigns influence user behaviour gives marketers a significant advantage over those who use a “one size fits all” approach to marketing.
- Audience Segmentation: Amplitude lets marketers define custom audiences for their app, website, or software product, then segment them based on a wide range of metrics. They can create audiences based on location, behaviour, device type, and more to discover which demographic most engages with their digital assets.
Pricing & Support
Amplitude has three pricing plans that vary in features, functionalities, and the number of users included.
Integration: 150 integrations, including Google Analytics, Mixpanel, and Optimizely.
SEMrush is an online marketing tool that includes a suite of digital marketing tools designed to help marketers generate more leads, drive traffic and boost sales.
What Does SEMRush Do?
SEMRush provides marketers with information that allows them to track the performance of their owned, earned, and paid media channels across multiple platforms.
Key features include:
- Backlink Audit: SEMrush’s backlink audit tool allows marketers to track the number of internal and external links a site has and who is linking to them. It also provides additional data, such as the anchor text used in each link and other metrics that influence how search engines rank pages.
- Competitive Analysis: SEMrush allows marketers to track the performance of their sites compared to competitors in their industry. They can identify key SEO opportunities and weaknesses that enable them to hone their digital marketing strategy accordingly.
- Content & Keyword Analytics: This information can help marketers discover the most relevant topics for their products, services, or content. It also identifies which keywords users are searching for when looking for a product or service similar to theirs.
Who Should Use SEMRush?
SEMrush is ideal for marketers who want detailed information about their digital marketing campaigns across multiple channels, from organic search to social media and paid advertising.
Their pricing starts at $199/month.
It was only natural that Google would develop its analytics suite.
What Does Analytics Do?
Google Analytics provides marketers with a wealth of information about their website visitors, including key metrics that answer questions like how many users visit their site, what pages they view most often, and where they come from. It uses these data to create reports that inform marketing strategies.
- Customized Reports: Google Analytics allows marketers to create custom reports based on the most relevant data. They can also schedule periodic email updates of these reports, so they’re always up to date.
- Real-Time Information: Marketers can view statistics about their site in real-time, allowing them to take immediate action if they notice any significant changes.
- Combined Data: Marketers can integrate Google Analytics data with information from Ads, Search Console, and other Google products to better understand how their marketing strategy is performing.
Who Should Use Analytics?
Anyone who owns or manages a website should use Google Analytics to help them make informed decisions about future marketing efforts. It’s also free, making it ideal for small businesses that don’t have the resources to invest in paid marketing tools.
Pricing & Support
Analytics is free to use, but some advanced features require a premium subscription.