{"id":138574,"date":"2022-02-24T02:00:07","date_gmt":"2022-02-24T07:00:07","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=138574"},"modified":"2024-10-17T10:57:03","modified_gmt":"2024-10-17T15:57:03","slug":"marketing-analytics","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/marketing-analytics\/","title":{"rendered":"Marketing Analytics: The Simple Guide"},"content":{"rendered":"<div class=\"intro-txt\">Marketing analytics is the measurement and analysis of marketing data to seek patterns and insights that can improve marketing performance.<\/div>\n<p>If you\u2019re doing digital marketing, you\u2019re swimming in a vast pool of actionable data. But if you\u2019re not using tools and techniques to discover, analyze, and interpret this data, then you\u2019re swimming with your eyes closed.<\/p>\n<p>To help you learn what marketing analytics can do, we\u2019ll cover the following:<\/p>\n<ul>\n<li><a href=\"#1-why-marketing-analytics-is-important\">Why marketing analytics is important<\/a><\/li>\n<li><a href=\"#2-use-marketing-analytics\">How to use marketing analytics<\/a><\/li>\n<li><a href=\"#3-start-marketing-analytics-process\">How to start the marketing analytics process<\/a><\/li>\n<li><a href=\"#4-three-tools-Ahrefs-uses\">Three marketing analytics tools we use at Ahrefs<\/a><\/li>\n<\/ul>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why marketing analytics is important\" data-section=\"1-why-marketing-analytics-is-important\">\n<h2>Why marketing analytics is important<\/h2>\n<\/div><\/div>\n<p>First, marketing analytics can answer questions vital to any business, no matter the size. Here are a few common questions: How are our campaigns performing? Are we spending money on the right <a href=\"https:\/\/ahrefs.com\/blog\/marketing-channels\/\">marketing channels<\/a>?&nbsp;How do we compare to our competitors?<\/p>\n<p>Knowing those things is great, but it gets even better. Measuring marketing performance opens the door to improving it. For instance, if you notice your <a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/\">PPC campaigns<\/a>&nbsp;on Facebook are starting to bring less traffic, you can do something about it. You can try improving the ads or even moving your marketing budget elsewhere and then comparing results.<\/p>\n<p>Or maybe you\u2019re in a situation where you need to set goals for yourself, your team, or your contractors. You can base those goals on an analysis of past performance and get a quantifiable reference point. How else will you know if, let\u2019s say, increasing website traffic by 15% in one month is enough or even doable?<\/p>\n<p>Finally, data can help you get your point across because numbers are persuasive. You can use real numbers from your past marketing efforts to prove that you\u2019re positively impacting the business. Marketing analytics can also help make well-grounded predictions that you can use to fuel your <a href=\"https:\/\/ahrefs.com\/blog\/marketing-strategy\/\">marketing strategy<\/a>,&nbsp;e.g., securing a higher budget for the next quarter.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to use marketing analytics\" data-section=\"2-use-marketing-analytics\">\n<h2>How to use marketing analytics<\/h2>\n<\/div><\/div>\n<p>Let\u2019s take a look at some of the ways you can use marketing analytics for business growth.<\/p>\n<h3>Report on the&nbsp;past<\/h3>\n<p>The past is super important to marketers. It\u2019s because the story with marketing usually goes like this: First, you use some marketing tactic. Then you give it some time to generate results. Finally, you check on those results.<\/p>\n<p>On that note, marketing analytics will help you answer questions such&nbsp;as:<\/p>\n<ul>\n<li>How much organic traffic did our content generate last quarter?<\/li>\n<li>How many new leads did Campaign A generate compared to Campaign B?<\/li>\n<li>What was the conversion rate from trial sign-ups to paid subscriptions?<\/li>\n<li>What was the average cart abandonment rate last&nbsp;year?<\/li>\n<\/ul>\n<p>The good news is that more often than not, marketing analytics software does the tracking and measuring of the most popular metrics automatically. But the important thing is to set up those tools as soon as possible to avoid data&nbsp;gaps.<\/p>\n<h3>Analyze the present<\/h3>\n<p>Marketing analytics can answer some more \u201ctimely\u201d questions too, such as things related to patterns in customer behaviors, trends, current budget spending, etc. For example:<\/p>\n<ul>\n<li>Why is organic traffic to our blog decreasing?<\/li>\n<li>What percentage of our customers use the [feature] of our product?<\/li>\n<li>What is the lifetime value of our customers?<\/li>\n<li>What is our current ranking for [query] in Google?<\/li>\n<\/ul>\n<p>And when you\u2019ve got insights into your past performance and present state of affairs, you\u2019re all set to take on a task that marketers are asked to do (but few can deliver) all the time: predict the future.<\/p>\n<h3>Predict the future<\/h3>\n<p>Enter predictive analytics or, in other words, making data-driven assumptions about what can happen in the future. Predicting the future is why marketers are not simply reporting for reporting\u2019s sake.<\/p>\n<p>For example, if a marketer is able to prove a positive return on investment of a given <a href=\"https:\/\/ahrefs.com\/blog\/marketing-tactics\/\">marketing tactic<\/a>&nbsp;based on past performance, they can <a href=\"https:\/\/ahrefs.com\/blog\/seo-forecasting\/\">forecast<\/a>&nbsp;the future performance quite accurately. Often, this is enough to get the marketing budget they&nbsp;need.<\/p>\n<p>Here, we also enter the realm of prescriptive analytics, the type of analytics that answers the question, \u201cWhat should be done?\u201d For example:<\/p>\n<ul>\n<li><strong>Which type of page layout should we use?<\/strong> You can use an A\/B testing software to test your options.<\/li>\n<li><strong>What type of message should we send to a prospect to increase our chances of converting them?<\/strong>&nbsp;Marketers can build models of optimal conversion paths and then test them by setting up automated email workflows.<\/li>\n<li><strong>What keywords should we target in our content?<\/strong>&nbsp;SEOs and content marketers do <a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">keyword research<\/a>&nbsp;for that.<\/li>\n<\/ul>\n<h3>Compare with competitors<\/h3>\n<p>Marketing analytics can help you turn your competitors into allies (almost). Thanks to data from various <a href=\"\/blog\/competitive-analysis-guide\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/competitor-analysis\/\">competitive analysis<\/a>&nbsp;methods, it\u2019s possible to learn from someone\u2019s mistakes or emulate someone\u2019s success.<\/p>\n<p>For example, to identify gaps in your content, you can r<a href=\"https:\/\/ahrefs.com\/blog\/content-gap-analysis\/\">un a content gap analysis using Ahrefs<\/a>&nbsp;in just a few clicks and see what keywords your competitors rank for that you don\u2019t.<\/p>\n<div style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/1-content-gap.jpg\" alt=\"Content Gap report results \"><\/div>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to start the marketing analytics process (four steps)\" data-section=\"3-start-marketing-analytics-process\">\n<h2>How to start the marketing analytics process (four&nbsp;steps)<\/h2>\n<\/div><\/div>\n<p>Whether you want to perform ad hoc analytics or develop a set of metrics that will appear in recurring reports, this simple four-step process will help you focus on what\u2019s most important.<\/p>\n<h3>1. Identify what you want to measure<\/h3>\n<p>As you can see in the paragraphs above, there are a lot of different things that marketing analytics software can track and measure for you. But this creates a temptation to just dive in and look for <em>any <\/em>kind of insight.<\/p>\n<p>While you may find some this way, it\u2019s more effective to determine what you\u2019ll be looking for first and leave less to chance. In other words, if your analytics tool were a person, what questions would you like them to answer?<\/p>\n<p>For example, let\u2019s say you\u2019re investing heavily in creating content <a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">designed to rank on Google Search<\/a>. Since your competitors are doing the same thing, you\u2019ll want to know this: How visible is my content on the SERPs compared to them? This is a metric known as the <a href=\"https:\/\/ahrefs.com\/blog\/share-of-voice\/\">share of voice (SOV)<\/a>.<\/p>\n<p>So now that we have our sample research question in place, we can move on to the next&nbsp;step.<\/p>\n<h3>2. Assess your capabilities<\/h3>\n<p>There are two questions to ask&nbsp;here:<\/p>\n<ol>\n<li>Do you have access to quality data?<\/li>\n<li>Do you have the skill to extract and process the&nbsp;data?<\/li>\n<\/ol>\n<p>And there is no other way to answer these than to learn more about your research question.<\/p>\n<p>This step may sound trivial, but it\u2019s actually a critical one. Because if you dive headfirst into an analytics problem that is best left to someone else (e.g., a data scientist or an external consultant), chances are you will just waste time instead of better spending it on something else.<\/p>\n<p>And this is a common problem among marketing teams. A <a href=\"https:\/\/hbr.org\/2018\/05\/why-marketing-analytics-hasnt-lived-up-to-its-promise\">study<\/a>&nbsp;revealed that only 1.9% of marketing leaders reported their companies have the right talent to leverage marketing analytics.<\/p>\n<p>Whatever your research question may be, just try Googling it first. It\u2019s likely someone has already created a product or service to solve your problem. For instance, a basic query like \u201cshare of voice\u201d could lead you to our how-to article.<\/p>\n<div style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/2-sov-in-serp.png\" alt=\"Google SERP for &quot;share of voice&quot;\"><\/div>\n<h3>3. Gather data using marketing analytics tools<\/h3>\n<p>Continuing our example of calculating SOV, we learn (after doing some quick research online) that you can solve this problem without any special skills by using an SEO tool like Ahrefs. To illustrate, one of the methods consists of three&nbsp;steps:<\/p>\n<ol>\n<li>Set keywords you want to track and paste them into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a><\/li>\n<li>Set competitors\u2019 domains you want to match against<\/li>\n<li>Go to the <strong>Competitors<\/strong>&nbsp;report and see your data automatically calculated and visualized in the \u201cVisibility\u201d tab<\/li>\n<\/ol>\n<div id=\"attachment_138569\" style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-138569\" class=\"wp-image-138569 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/3-visibility-report-rank-tracker.png\" alt=\"Visibility report showing key data. Below is a line graph of the key data on Ahrefs and its competitors \" width=\"1600\" height=\"867\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/3-visibility-report-rank-tracker.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/3-visibility-report-rank-tracker-680x368.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/3-visibility-report-rank-tracker-768x416.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/3-visibility-report-rank-tracker-1536x832.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><p id=\"caption-attachment-138569\" class=\"wp-caption-text\">The <strong>Visibility<\/strong> report shows what percentage of all clicks for the tracked keywords land on the target websites.<\/p><\/div>\n<h3>4. Draw conclusions<\/h3>\n<p><a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker\u2019s<\/a>&nbsp;<strong>Visibility<\/strong>&nbsp;report allows you to analyze the present by making comparisons to your competitors, and it even lets you report on the past SOV. You can do even more if you try to find the reasons behind those numbers and come up with some solutions for future improvements. This is even if you\u2019re generally outperforming your competitors at the moment.<\/p>\n<p>Right below the <strong>Visibility<\/strong>&nbsp;report, you can see a report of keyword positions in comparison to your competitors\u2019. And if you sort the results by one of your competitors, you will see keywords for which they perform better than&nbsp;you.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138573\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/4-keyword-positions-rank-tracker.png\" alt=\"List of keywords, as well as corresponding rankings of Ahrefs, Moz, etc. Sorted results show keyword rankings where Moz outperforms Ahrefs\" width=\"1112\" height=\"574\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/4-keyword-positions-rank-tracker.png 1112w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/4-keyword-positions-rank-tracker-680x351.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/4-keyword-positions-rank-tracker-768x396.png 768w\" sizes=\"auto, (max-width: 1112px) 100vw, 1112px\"><\/p>\n<p>That knowledge is a great starting point for pinpointing underperforming content and then using <a href=\"https:\/\/ahrefs.com\/blog\/how-to-improve-seo\/\">SEO tactics<\/a>&nbsp;to improve rankings. Examples:<\/p>\n<ul>\n<li>Getting more backlinks<\/li>\n<li>Updating content<\/li>\n<li>Optimizing page&nbsp;speed<\/li>\n<li>Boosting pages with internal links<\/li>\n<\/ul>\n<p>Basically, in our four-step process, we went from an idea on what to measure to finding exact areas of improvement in our marketing efforts. And that\u2019s the heart of marketing analytics.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Three marketing analytics tools we use at Ahrefs\" data-section=\"4-three-tools-Ahrefs-uses\">\n<h2>Three&nbsp;marketing analytics tools we use at Ahrefs<\/h2>\n<\/div><\/div>\n<p>Data is at the core of Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/blog\/marketing-activities\/\">marketing activities<\/a>.&nbsp;And as with most SaaS companies, our <a href=\"https:\/\/ahrefs.com\/blog\/martech-stack\/\">martech stack<\/a>&nbsp;consists of many different tools. Here are some that we use for marketing analytics.<\/p>\n<h3>1. Ahrefs<\/h3>\n<p><a href=\"https:\/\/ahrefs.com\/\">Ahrefs<\/a>&nbsp;is our all-in-one SEO toolset that helps millions of marketers to optimize their content to rank higher and get more traffic from search engines. And since our core marketing tactic is content marketing, Ahrefs is a tool we can\u2019t live without. We use it mainly for:<\/p>\n<ul>\n<li>Finding topics to write&nbsp;about.<\/li>\n<li>Studying how to structure our blog&nbsp;posts.<\/li>\n<li>Choosing which articles to update.<\/li>\n<li>Finding outreach prospects.<\/li>\n<li>Studying competitors.<\/li>\n<li>Monitoring our performance on search engines.<\/li>\n<li>Finding technical SEO issues.<\/li>\n<\/ul>\n<p>To illustrate, let\u2019s take a closer look at the first point from the above&nbsp;list.<\/p>\n<p>We want to help people get better at SEO and marketing, so we create <a href=\"https:\/\/ahrefs.com\/blog\/\">educational content<\/a>. We study what people want to learn, the traffic potential of those topics, and how hard it would be to rank our content on Google to get that traffic.<\/p>\n<p>Let\u2019s look at an example. Here, we can see that if we write an article about B2B marketing, we will be looking at an estimated monthly organic traffic of 2K in the U.S. alone. We will also likely need links from about 81 websites to rank in the top 10 in that country. And just like that, we have found a data-driven premise to decide whether to target that keyword or&nbsp;not.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138566\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/5-b2b-seo-metrics.png\" alt=\"Overview for keyword &quot;b2b marketing&quot;\" width=\"1600\" height=\"540\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/5-b2b-seo-metrics.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/5-b2b-seo-metrics-680x230.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/5-b2b-seo-metrics-768x259.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/5-b2b-seo-metrics-1536x518.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/5-b2b-seo-metrics-650x220.png 650w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>If you\u2019re curious about the details of the keyword research process, check out the video&nbsp;below:<\/p>\n<div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-omjqpqg2uas\" style=\"max-width:900px;\" class=\"arve\">\n<div class=\"arve-inner\">\n<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n<p>\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-omjqpqg2uas\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/OMJQPqG2Uas?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/OMJQPqG2Uas?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe><\/p><\/div>\n<\/div>\n<\/div>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/how-to-use-ahrefs\/\">How to Use Ahrefs: 11 Actionable Use Cases for Beginners<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<h3>2. Google Search Console<\/h3>\n<p>Google Search Console (GSC) is a <a href=\"https:\/\/ahrefs.com\/blog\/free-seo-tools\/\">free SEO tool<\/a>&nbsp;designed for monitoring and troubleshooting websites\u2019 appearances in search results.<\/p>\n<p>Among many features, GSC shows the exact&nbsp;number of visits from Google\u2019s SERPs to a website. Since only Google can do that with this accuracy (other tools use estimates), we use GSC to mainly monitor the exact amount of organic traffic coming from Google Search to our&nbsp;pages.<\/p>\n<p>With this knowledge, we can improve pages that are decreasing in traffic or try to improve the CTRs of pages that are ranking high but don\u2019t get clicked on as often as they should (in our opinion).<\/p>\n<div style=\"width: 652px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/6-data-from-search-console.png\" alt=\"Query &quot;diy seo&quot; with corresponding data, including CTR and position \" width=\"642\" height=\"100\"><p class=\"wp-caption-text\">Thanks to data from GSC, we can easily identify pages with high keyword rankings but low CTRs. For example, an article targeting the keyword \u201cdiy seo\u201d could probably do better based on its position.<\/p><\/div>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/google-search-console\/\">How to Use Google Search Console to Improve SEO<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<h3>3. Matomo<\/h3>\n<p><a href=\"https:\/\/matomo.org\/\">Matomo<\/a>&nbsp;is a web analytics tool that is often regarded as the \u201cethical alternative\u201d to Google Analytics, as it takes a more progressive stance toward data ownership and privacy. This is also one of the reasons we chose this&nbsp;tool.<\/p>\n<p>Matomo has all the standard features you\u2019ll expect to help you understand where users come from and how they interact with your website. Things like traffic sources, channel attributions, user flows, goal conversions, cohorts, etc. What\u2019s more, it hosts some tools that you can\u2019t find in <a href=\"https:\/\/matomo.org\/matomo-vs-google-analytics-comparison\/\">other popular alternatives<\/a>.<\/p>\n<p>For example, we found Matomo to be helpful in an experiment where we compared different banner placements on our website. Instead of guessing the best placement, we appended <a href=\"https:\/\/ahrefs.com\/blog\/url-parameters\/\">tracking parameters<\/a> to some links to see the click performance and decide where would make the most sense to keep the banner.<\/p>\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/7-matomo-use-case-1.png\" alt=\"Banner of Ahrefs' SEO course on our &quot;Free Keyword Generator&quot; page \" width=\"1600\" height=\"1109\"><p class=\"wp-caption-text\">Is this a good spot to place this banner? We let our users decide.<\/p><\/div>\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/8-matomo-use-case-2.png\" alt=\"Table showing results of click performances of some pages \" width=\"1600\" height=\"631\"><p class=\"wp-caption-text\">Results of our quick experiment. Conclusion: turn off the banner on the worst-performing page.<\/p><\/div>\n<h2>Final thoughts<\/h2>\n<p>In this article, I aimed for a quick, digestible introduction to the world of marketing analytics. And I hope it is enough to get you interested in learning more about this topic. After all, digital marketing is virtually impossible to do without it.<\/p>\n<p>As you dive deeper into marketing analytics, it will get more complicated than what we\u2019ve discussed here. But on the other hand, it gets more interesting too. For example, there are methods where you can use machine learning for prescriptive analytics to uncover areas of improvement.<\/p>\n<p>Also, if you\u2019re interested in data analysis and want to make it one of the pillars of your marketing career, here\u2019s some good news for you: Data-driven marketing is an important trend in the industry; <a href=\"https:\/\/ahrefs.com\/blog\/digital-marketing-trends\/#data-marketing\">in my opinion<\/a>,&nbsp;it\u2019s most likely here to stay. So getting some kind of data analytics certification relevant to your specialization is probably a good&nbsp;idea.<\/p>\n<p>On a final note, to implement marketing analytics effectively (especially the more advanced type) in your organization, you will <a href=\"https:\/\/ahrefs.com\/blog\/seo-buy-in\/\">need the buy-in of other stakeholders<\/a>. In other words, you will need a favorable company culture, aka <a href=\"https:\/\/hbr.org\/2020\/02\/10-steps-to-creating-a-data-driven-culture\">data culture<\/a>. Obviously, it\u2019s not the data that matters the most, but what you do with&nbsp;it.<\/p>\n<p>Got questions or comments? Ping me <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019re doing digital marketing, you\u2019re swimming in a vast pool of actionable data. But if you\u2019re not using tools and techniques to discover, analyze, and interpret this data, then you\u2019re swimming with your eyes closed. To help you learn<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":138576,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[412],"class_list":["post-138574","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing Analytics: The Simple Guide<\/title>\n<meta name=\"description\" content=\"Marketing analytics seeks patterns and insights that can improve marketing performance. Understand marketing analytics to eliminate guesswork.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/marketing-analytics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Analytics: The Simple Guide\" \/>\n<meta property=\"og:description\" content=\"Data instead of guesswork.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/marketing-analytics\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-24T07:00:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-17T15:57:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/fb_marketing_analytics.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Mateusz Makosiewicz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Data instead of guesswork.\" \/>\n<meta name=\"twitter:creator\" content=\"@m_makosiewicz\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-analytics\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-analytics\\\/\"},\"author\":{\"name\":\"Mateusz Makosiewicz\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/c7e64c851ecc4eabb77eaefae90a440c\"},\"headline\":\"Marketing Analytics: The Simple Guide\",\"datePublished\":\"2022-02-24T07:00:07+00:00\",\"dateModified\":\"2024-10-17T15:57:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-analytics\\\/\"},\"wordCount\":2411,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-analytics\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/fb_marketing_analytics.png\",\"articleSection\":[\"General Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-analytics\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-analytics\\\/\",\"name\":\"Marketing Analytics: The Simple Guide\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-analytics\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-analytics\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/fb_marketing_analytics.png\",\"datePublished\":\"2022-02-24T07:00:07+00:00\",\"dateModified\":\"2024-10-17T15:57:03+00:00\",\"description\":\"Marketing analytics seeks patterns and insights that can improve marketing performance. 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