Without analytics and special tools, advertising campaigns would not be effective. Why? Data analytics allows:
- Reduce advertising costs.
- Increase revenue from customers.
- Test hypotheses and make decisions based on data.
Data analysis tools that will benefit the responsible marketer for any business from 22Bet to an online store.
Content:
Web Analytics
The key task of web analytics: to find out where customers came from and what actions they took. This way you will evaluate the effectiveness of advertising campaigns in each channel. Right down to how a particular advertisement worked. You can also assess the interest of the audience who came through the ads – by their behavior on the site. Web analytics tools are a must have for an Internet marketer.
Google Analytics
This is the most popular web analytics tool in the world. One of the benefits is the ability to track associated conversions, that is, conversions in which the advertising channel was ancillary. From this report, you can understand what contribution a particular ad site made in the overall chain of customer interactions with the site.
End-to-end Analytics
End-to-end analytics is a logical extension of web analytics. End-to-end analytics services allow you to automatically count profits, ROI, CPL, LTV, and other metrics. It’s important for a business to know how much money was made from advertising and whether it paid off.
In order for a business to be profitable, attracting a client shouldn’t cost more than a certain percentage of the cost of the product (each company has its own percentage).
Google Analytics also has end-to-end analytics functionality, but integrating them is often more difficult and labor-intensive. This is why there are separate services.
Roistat
The primary advantage of Roistat is a huge number of ready-made integrations with all the necessary sources: online ad accounts, CRM systems, CMS systems, chat rooms, callback services, and more. This simplifies system setup and makes it accessible to every business.
Calltouch
The tool allows you to estimate pending conversions and the image effect of advertising campaigns and PR placements. The tool also allows you to track campaign performance in real time, audit the quality of your advertising campaigns and build post-view analysis.
Auditing of Advertising Campaigns
But what if you need to track statistical data starting from the moment the ad is displayed, i.e. before the conversion to the site? In this case, you need to use a special tracking system.
Tracking systems allow you to:
- Fully trace the path of users, starting with the display of his ad, and ending with the conversion.
- Build a cross-frequency analysis. That is to know how many times the user saw our ads and on what sites.
- Build up a chain of user interactions with the site.
Campaign Manager From Google
A tool that allows you to evaluate delayed conversions and the image effect of advertising campaigns and PR placements. The tool allows the real-time tracking of indicators, auditing the quality of advertising campaigns and building post-view analysis.
WCM From Weborama
This tool collects data on coverage, display frequency and tracks audience overlap between ad sites. At the end of a campaign, it’s possible to build a report on the effectiveness of each ad placement individually.
Mobile App Analytics
If you have a mobile app, you will have to ask questions: how did the clients get to know about it, what are its usage statistics and so on.
AppsFlyer
It’s one of the market leaders. This program is able to track data from Google Play and Apple Store. It will help you get a holistic view of the user journey across all platforms, channels, and devices. Provides data on app deletions, multichannel attribution and instagram tracking from TV campaigns.
Data Processing and Visualization
In each of the analytics tools above, the numbers will be different. Collecting all the data from different offices into a single report and displaying it in an understandable way is another important task. This is the only way to draw the right conclusions and make predictions.
To store, process and visualize, you will need to master one of these tools.
Microsoft Excel
Excel needs no special introduction. It’s the most popular tool for drawing up reports. Considering that all advertising sites allow uploading reports in Excel format, it makes data processing convenient.
Google Data Studio
Most often, marketers use this tool to generate and visualize reports in the form of various charts and graphs.
A convenient advantage of the tool from Google is the ability to connect different sources, such as advertising offices, for automatic data collection.
