Using Web Analytics to Measure Digital Marketing Goals

Do analytics give you a headache? Don’t even know where to start, what goals to set or how to measure them? Have no fear; I’m putting this basic how-to post together for all you people out there who want a better basic-level understanding of why you should set goals and how to use web analytics to track them.

• Goals and key performance indicators (KPIs): The difference
• Why use web analytics to track goals? 
• Types of goals vary per site
• FAQ: How can I effectively use web analytics to measure and optimize my digital marketing goals?

Goals and Key Performance Indicators (KPIs): The Difference

“Goals (with a capital G) are a way to measure business objectives for your website in Google Analytics. Goals must correspond to a measurable action performed by your website’s visitors, for example, a visit to a ‘thank you’ page. This combination of a business objective and a measurable action make up a Goal.”

This definition of a goal is courtesy of Google. So then what’s a key performance indicator (KPI)? A KPI is something that’s used in web analytics that helps you track the progress of your goals.

So, let’s say one goal of your site is to have a person complete a four-step checkout process. Each time the person completes an action on one page and clicks to the next, for example, a goal is met.

So, if a person reached the third page in a four-page checkout process, then three goals have been met.

You can then use analytics to view key performance indicators like abandonment rate to see which page isn’t performing.

You should then look into ways you can improve the pages that aren’t performing to increase your conversion rate. This is called conversion rate optimization (CRO).

Why Use Web Analytics to Track Goals?

If you’re not using web analytics at all, or maybe you’re just not using it to its fullest potential, you’re missing out on some great opportunities for more conversions and more money.

You want to make sure your site is performing for both your business and your users. So, you need to set goals based on what it is you want people to do once they come to your site.

Web analytics is kind of like a science. It takes research and experimentation to understand the relationship between cause and effect. It’s constantly asking the question, “If I do X, how will it affect Y?”

It can be a big job, so setting up goals will help make it more manageable and help you truly measure the success of your digital marketing campaigns.

The reason web analytics matters in your SEO campaign is because rankings can only tell you so much regarding the success of your efforts.

Setting up an analytics account and not setting up or defining goals is one of the biggest mistakes we see at Bruce Clay, Inc. One of the most important pieces of information that you need to track is whether or not your visitors completed a desired CTA (call to action). If your site has only one ineffective call to action, all the traffic in the world is not going to make much of a difference.

Types of Goals Vary per Site

There’s no standard set of goals for every site. However, certain types of websites may want to aim for certain things.

For example, an e-commerce site’s goal is to have a user complete a transaction, and landing on a thank-you page post-order can indicate whether that goal has been met.

Lead-generation sites want to, well, generate more leads. So a goal for them is to have a user sign up for what it is the site is asking them to do.

A site focused on content might make a goal that says a user should sign up for the site’s RSS feed.

Tracking the success of your SEO efforts can also be measured through web analytics.

You can find out your percentage of traffic from search, what search engines users are finding you from, conversions from search, etc.

You should always test your goals as well. It’s vital not to assume your goals are set up correctly.

If you don’t have a web analytics service yet, we recommend Google Analytics. It’s a powerful tool that may be easier to navigate than some of the other services out there and is completely free to use.

Through web analytics research tools, you’ll be able to fine-tune your efforts and increase ROI for your site.

Unlock your website’s potential and boost conversions by mastering the basics of goal setting, tracking, and optimizing with web analytics — your roadmap to measurable success in SEO marketing. Contact us. 

FAQ: How can I effectively use web analytics to measure and optimize my digital marketing goals?

Understanding how to utilize web analytics effectively is paramount for achieving success. As a seasoned expert in the field, I’m here to guide you through the intricacies of leveraging web analytics to measure and optimize your digital marketing goals.

Understanding Web Analytics

Before diving in deeper to web analytics, it is crucial to have a firm grasp of its nature and complexity. Web analytics entails collecting, measuring, and analyzing the data collected from your online platform for analysis purposes. These insights can provide an invaluable opportunity to better understand user behaviors while making smarter decisions as well as optimizing digital marketing strategy.

Selecting the Right Metrics

Begin by focusing on the key performance indicators (KPIs) that align with your specific digital marketing goals. Site traffic, conversion rates, and bounce rates are all popular metrics; it’s essential that they fit your particular objectives. For example, if you aim to increase e-commerce sales, closely monitor conversion rates and revenue generated.

Utilizing Data Visualization

Data can be overwhelming without proper visualization. Tools like Google Analytics provide various graphs and charts to simplify complex information. Use these visuals to identify trends and patterns in your data. Visualization not only makes it easier to interpret the information but also helps in presenting it effectively to stakeholders.

A/B Testing for Optimization

A/B testing is a powerful tool in the digital marketer’s arsenal. It involves creating two variations of a webpage, email, or ad to determine which performs better. Use web analytics to track user behavior on both versions, refining your content or design to maximize results. Continuously iterate and optimize based on the data.

Cross-Channel Integration

Digital marketing often involves multiple channels, from social media and email to paid advertising. Web analytics can bridge these gaps by providing a holistic view of your online presence. Integrate your analytics tools across platforms to track the customer journey, understand touchpoints, and measure the impact of each channel on your goals.

Step-by-Step Procedure: Leveraging Web Analytics for Digital Marketing

1. Identify your specific digital marketing goals.
2. Choose relevant KPIs to track progress toward those goals.
3. Set up a robust web analytics platform such as Google Analytics.
4. Customize your tracking to collect data relevant to your objectives.
5. Regularly review data to identify trends and insights.
6. Visualize data through graphs and charts for easy interpretation.
7. Implement A/B testing to optimize content and design.
8. Continuously refine your digital marketing strategy based on test results.
9. Integrate web analytics tools across your various marketing channels.
10. Monitor user behavior and conversion paths across platforms.
11. Analyze the impact of each channel on your overall goals.
12. Adjust your marketing efforts based on cross-channel insights.
13. Regularly review and refine your analytics strategy.
14. Keep up-to-date with industry trends and updates in web analytics tools.
15. Collaborate with your team to ensure everyone is on the same page.
16. Share key findings and progress reports with stakeholders.
17. Use the insights gained to develop and document an actionable strategy plan based on them.
18. Foster an environment within your organization that fosters data-driven decisions.
19. Adjust to changing consumer and market behaviors.
20. Continually optimize your digital marketing approach to meet your evolving goals.

Digital marketers cannot survive without web analytics. Setting goals, selecting appropriate metrics, and employing strategies such as A/B testing, cross-channel integration, and data visualization will enable you to measure and optimize your digital marketing goals. Web analytics are indispensable in staying informed, adapting quickly to changes, and expanding digital marketing initiatives.

This article was updated on November 21, 2023.

Jessica Lee is the founder and chief creative for bizbuzzcontent Inc., a marketing boutique that focuses on digital content strategy and professional writing services for businesses.

See Jessica's author page for links to connect on social media.