There are many great platforms out there that allow businesses to analyse the performance of their online marketing campaigns. Having multiple platforms open in your browser is becoming a norm, and with the ever-changing digital landscape, it’s important to keep up. One of the most popular analysis tools is Google Analytics, which can be accessed from any device with an internet connection. It provides a wealth of information about how a website performs, with some of the more interesting reports focusing on:

• Demographics,
• Traffic sources,
• Goals and behaviours,
• Performance over time,
• User experience, and
• Content performance.

Each campaign on a Google Analytics account can be viewed in either a real-time grid or a historic chart, and the data can be analysed with many different metrics. While the real-time view provides a close-up of recent performance, the historic graph shows you where your efforts have gone. The insights from Google Analytics are easily accessible through the various reports available on the platform.

Why Use Online Marketing Platforms?

Even if you’re running a small business with limited finances, you can still make sure that your online marketing efforts are productive by taking the time to analyse the results of your campaigns. It may be that you’re struggling to gain traction in a crowded marketplace, and having the analytics reporting for your campaigns can help point out areas where you’re losing traction and determine whether or not this is due to a problem with your design, your copy, or your product.

If you’re looking to grow your business, the information that you can glean from these platforms is invaluable. You can immediately see which campaigns are performing well and which ones could potentially be improved upon. By identifying the source of traffic—be this Facebook, Google, or even a brand-new platform like TikTok—you can determine the most effective way to target your audience and grow your business.

The great thing about these analytics tools is that they allow you to dig deeper and see exactly what’s influencing your bottom line. Whether you’re looking for conversion rate optimisation, traffic generation, or cost-per-acquisition (CPC or CPA) analysis, you can tailor your report requests to get the information you need. If you’re not familiar with these terms, keep reading.

What Is Conversion Rate Optimisation?

Simply put, conversion rate optimisation (CRO) is the process of increasing the conversion rate of an online marketing or sales campaign.

The numerator of a conversion rate (often referred to as the numerator of a metric) is the part that you, the business owner, care about. In simple terms, this is the number of people who successfully completed a specified action (for example, made a purchase, submitted an enquiry, or opened a product description) divided by the total number of people who arrived at the website or opening of the app from a specific traffic source.

The great thing about this particular type of analysis is that it’s highly accessible. The results of a CRO analysis are generally displayed in a single, clean graph, which makes it easy to understand even for those who are not particularly tech-savvy. This kind of analysis can be conducted on a single piece of software like Google Analytics, or it can be part of a full-blown marketing dashboard.

What Is Tracking Attribution?

Attribution, or measuring the impact of an online marketing activity, is the process of attributing a specific action to an individual user, a specific advertisement, or a specific piece of content.

This is a frequently asked question by businesses who want to optimize their conversion and sales rates, and the answer is “it depends”. First off, you need to have a baseline measurement for comparison. Without this, you have no idea what changes you need to make to improve a particular metric, be it conversion rate, CPC, or average time on site.

Once you have this measurement, you then need to look into attributing specific conversion counts to different digital tools or platforms. This is where the complexity comes in. Say, for example, you are running a campaign on Facebook and want to see the impact of this effort in terms of conversions. You need to look into the different ways in which you can attribute these conversions to a Facebook campaign.

To do this, you need to review all the different Facebook tools that can be used to track and measure the impact of a marketing campaign. The great thing about this approach is that you are not stuck to one platform. Instead, you can use various tools that can each provide a different perspective on the data. For example, you may want to measure the success of a Facebook Advertising Campaign using the Facebook Analytics platform, Google Analytics for web traffic, or Hootsuite for social media.

CPC, CPA, And ROI

CPC, or cost-per-acquisition, is the standard way of expressing the cost of a transaction, such as when a customer makes an online purchase or fills out a lead form. With this metric, the numerator is the cost of the action (for example, a credit card transaction) and the denominator is the number of actions performed (for example, the number of purchases made online). This measure shows you how much you are spending to acquire a customer. For a business owner seeking to maximize profits, this is a vital measurement.

Similarly, CPA, or cost-per-action, is the standard way of expressing the cost of generating a desired action. As the name would suggest, this metric is often found in the banner advertising industry. From an online point of view, we can also find CPAS within search engine marketing, where the desired action is defined as a click-through. This is often found in the form of a paid search campaign.

ROI, or return on investment, is the most effective way to quantify the efficiency of a business or marketing campaign. Simply put, it measures the financial return of a certain activity or effort. This is usually expressed as a percentage and is typically used to determine whether or not an activity or campaign was a success.

ROI is one of the most common and most useful metrics that can be found within the marketing analytics world, and it makes use of the three previous metrics (CPC, CPA, and overall ROADM—return on ad spend—which is the standard way of measuring the efficiency of an ad campaign as a whole).

What does this mean in practice? Simply put, ROI can be used to determine how efficient your digital marketing and advertising efforts are. To calculate this number, you need to start by taking your total cost and dividing it by your total revenue. Your total cost is the sum of your spending on all three previous metrics (CPC, CPA, and ROADM). Your total revenue is the income you get from all your sources, including direct sales, sponsorships, and adverts. When you have this measurement, you can determine how much money you are losing (and how much you are gaining).

To calculate your ROI, you need to start by taking your total cost and dividing it by your total revenue. Your total cost is the sum of your spending on all three previous metrics (CPC, CPA, and ROADM). Your total revenue is the income you get from all your sources, including direct sales, sponsorships, and adverts. When you have this measurement, you can determine how much money you are losing (and how much you are gaining).

To put it simply, with so much competition in every industry, it’s essential that you find ways to stand out from the crowd. While this may mean doing things a little differently, you can be sure that if you are doing things right, the results will speak for themselves.