Analyzing your data is key to creating marketing campaigns that result in good ROI for your company. Without doing so, you could be doomed to continually resend lead nurtures with poor performances or keep posting content to a website that boasts a high bounce rate.
But when you think about all the campaigns you run, it can quickly become overwhelming to think about building reports for everything. Fortunately, today's technology is so advanced stressing about pulling all your analytics is a thing of the past. Here are six tools that can help.
HubSpot – Integrated Business Analytics
For HubSpot users, the reporting side of the marketing automation software is invaluable. HubSpot offers out-of-the-box and custom reporting, to examine the effectiveness of almost everything you do in your inbound marketing strategy, like:
- Social Media
- Blog Posts
- Landing Pages
The platform's website analytics helps you see the quantity and quality of the traffic you're receiving on your website as a whole and per page. You can filter by URL, country, or another parameter, then drill down into individual sources and compare key metrics. Knowing which sources drive the most revenue can help you focus your marketing efforts better. Additionally, you can further enhance your campaigns by building marketing attribution reports to tie your marketing interactions to closed revenue.
Databox – Visual Business Analytics
Databox helps you understand what's going on with your business by pulling information from your various sources, such as your CRM, spreadsheets, internal database, HubSpot, or other tools in your marketing technology stack together. That can include anything from analytics about your website, emails, deals, SEO, and more.
Their dashboards help you visualize what impacts your KPIs over time so you can make appropriate adjustments. For example, it may alert you that your keyword strategy may be out of date, or your website's pricing page isn't getting enough hits.
The tool also offers 200+ one-click report templates right out of the gate so you can easily see your data without any coding needed. Some of these templates include:
- Google Analytics Dashboards
- Facebook Pages and Ads Dashboards
- HubSpot CRM or Marketing Dashboards
- LinkedIn Company Pages Dashboards
But for those looking for something more customized, you can use their API or Custom Query Builder to pull advanced metrics.
Google Analytics – Website and Traffic Analytics
Every marketer has probably heard of Google Analytics, and if you haven't, then welcome to your introduction. Launched in 2005, Google Analytics tracks and reports your website traffic, including where your visitors are coming from, how they were referred to your website, how much time they spend on it, and more. Other activity it helps you analyze:
- Unique Pageviews
- Percentages of New Sessions
- Pages Per Sessions
- Bounce Rate
After embedding code into your website, Google Analytics will automatically pull these data points for you, creating easy-to-understand visuals. With the information it provides, you can continuously improve your site without having to spend an enormous amount of time digging for the reasons why.
Kissmetrics – Behavioral Analytics
Kissmetrics helps you understand how your customers interact with your website before and after they've signed up or bought one of your products. It shines a light on page views, time on site, and more, but it also helps track your users' previously anonymous activity with their known activity after they've made a purchase. This information provides you with a fuller picture of who your customer is and what ultimately led them to buy from you.
Examples of what Kissmetrics users track with the tool:
- Viewed Signup or Pricing Page
- Signed Up
- Authenticated via Facebook Connect or Twitter
- Started Using Core Feature
- Successfully Completed Core Action
- Searched for Product
- Added to Cart
- Completed Purchase
CrazyEgg - Heatmapping
If you need a striking visual to understand how online visitors interact with your site, CrazyEgg can help. This tool is a heatmap that shows you precisely what people are doing on your website. Warmer colors, like red or orange, indicate areas people clicked on the most while cooler colors, such as blue, reveal where people drop off.
CrazyEgg enables data-backed decisions through its A/B testing module and allows for easy editing with the Crazy Egg Editor. By simply embedding its code into your site's footer, you can start analyzing your website, fixing what's not working, and testing new ideas.
Moz Pro – SEO
Even with an experienced team, good SEO isn't necessarily easy to nail down. But with Moz Pro, you can enhance your search engine performance by pulling data on you and your competitors' rankings on search results, keywords, links, trends, and more.
The Keyword Explorer helps you understand what keywords people are using so you can serve them higher quality content that answers their questions. If you're worried your site may have broken links that are negatively affecting your SEO, Moz Pro can help with that as well through its advanced site crawler. Other tactics Moz helps with:
- Optimizing Pages by Recommending Specific Keyword Improvements
- Finding Link Opportunities to Increase Domain Authority
- Tracking Local and National Searches
- Scheduling Recurring Reports
If you're new to analytics, reading about advanced tools may still overwhelm you. But you don't have to feel that way! We know that analyzing your marketing efforts is crucial, so we're here to help provide any further details about a particular tool you may be interested in. Contact us today if you're ready to learn more.
By: Corie Stark
After spending many years as a sports journalist, Corie switched to marketing in 2013. Her love of writing, talking to people, and keeping up with the industry enables her to use her skills for anything from social media to long-form blogging. Outside of work, she enjoys hiking with her dogs and making her cats chase the ever elusive red dot.
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