Measuring the effectiveness of your digital marketing strategy: 6 key tools
Google Looker Studio
Google Looker Studio formerly known as Google data studio is Google's free reporting and data visualization tool.
Rather than scattering data, Looker Studio allows you to focus on the quality of third-party applications and get as many metrics and multiple APIs as possible. This platform makes it easy to create custom reports and create personalized views on the performance of your digital communication actions.
It allows you to create custom dashboards to present data from different sources such as Google Analytics, Google Ads, Google Sheets, YouTube Analytics, and many others
With Looker Studio, you can import your data from different sources, transform it, combine it and visualize it in interactive dashboards. You can also customize charts, tables, filters and colors to create reports tailored to your business needs.
Using this tool will allow you to track the performance of your website, ad campaigns, social networks, email marketing and any other marketing channel you use. You can also share your dashboards with your team to collaborate in real time and make data-driven decisions.
The tool is free for google product integrations but for third party APIs it is paid.
- Free integrations
Free data source integrations are only available for products in the Google ecosystem at produits et services de l’écosystème Google Google Sheets, Google Analytics, Google Ads, YouTube, etc., but also MySQL, PostgreSQL, Google BigQuery, Amazon Redshift, etc.
- Paid integrations
To fetch data from various marketing and sales platforms, both from Google and others, such as Facebook, LinkedIn and HubSpot, and these are usually paid on a monthly basis. As of today, you can find nearly 600 connectors from partners in Looker
- Social networks: Facebook, Instagram, Pinterest, LinkedIn, etc.
- CRM: HubSpot, Salesforce, etc.
- Web analytics: Adobe Analytics, etc.
In summary, Google Data Studio is a powerful and flexible data visualization tool that can help marketers track their business performance and make informed decisions.
SEMrush
SEMrush allows you to quickly view changes in key organic and paid traffic metrics and track the Authority Score of your domain and your competitors.
SEMrush can help you measure the effectiveness of your digital marketing by providing data on the performance of your website and online marketing campaigns. This tool allows you to:
- Competitor analysis: SEMrush allows you to track your competitors' performance in terms of traffic, keywords, backlinks, etc. By comparing your performance to that of your competitors, you can get a better idea of your market position.
- Analyze keywords: Using it helps you identify keywords that are driving traffic to your website, as well as those that have high potential but are not yet being exploited. You can also track the performance of your keywords over time and monitor changes in position on search results.
- Analyze backlinks: Backlinks are important for the SEO of your website. With this tool, you can identify the backlinks to your website as well as those of your competitors. You can also track the quality of backlinks and check if they are natural or artificial.
- Track the performance of your advertising campaigns: If you use online advertising campaigns, the tool helps you track the performance of your campaigns on different channels, such as Google Ads and social networks. You can track the return on investment (ROI), cost per click (CPC), conversion rate and other important metrics.
By using SEMrush to track these metrics, you can measure the effectiveness of your digital marketing and make improvements to your campaigns to maximize results.
Ahrefs
Ahrefs is an online SEO analysis platform that can be used to measure the effectiveness of digital marketing. One of its strengths is that it can continuously monitor and check the links pointing to a website. This tool allows you to:
- Analyze your organic traffic: Use Ahrefs to analyze your website's organic traffic. You can track the number of visits, bounce rate, average session length, pages per session, etc. These metrics can give you an idea of how effective your digital marketing is in terms of generating quality traffic.
- Track your backlinks: Ahrefs allows you to track your website's backlinks, including their number, quality and origin. Quality backlinks from relevant websites can help improve your website's search engine ranking, which can increase organic traffic.
- Analyze your competitors: The tool also allows you to analyze the SEO strategy of your competitors. By examining their backlinks, keywords and content, you can get ideas to improve your own digital marketing strategy.
- Track your keywords: Ahrefs can help you track your target keyword rankings on search engines. By regularly monitoring these rankings, you can adjust your digital marketing strategy to improve your ranking and generate more organic traffic.
By using Ahrefs to track these metrics, you can measure the effectiveness of your digital marketing strategy and make adjustments to improve your performance.
Google search Console
Google Search Console is free. Provided by Google, it allows you to track and analyze the performance of your website in Google search results.
This tool allows you to:
- Track organic traffic: Google Search Console allows you to track the number of clicks, impressions, click-through rates and positions of your website in Google search results. You can also filter the data by date, page and query to see your website's performance over time.
- Analyze queries: Google Search Console allows you to see the search queries for which your website appears in Google search results, as well as the associated impressions and clicks. You can use this data to optimize your keywords and improve your position in search results.
- Analyze errors: Google Search Console allows you to track errors that may affect your website's visibility in search results. These errors can include page not found, server errors and crawling problems. By fixing these errors, you can improve your website's visibility in search results.
- Tracking links: Google Search Console allows you to see the external links that point to your website. You can use this data to identify which links are driving the most traffic to your website and to track changes in your website's backlink profile.
By using Google Search Console to track these metrics, you can measure the effectiveness of your digital marketing in terms of visibility in search results and make improvements to your website to maximize results.
BuzzSumo
BuzzSumo is a digital marketing software that tracks the performance of your online content and measures the effectiveness of your content marketing strategy. Its strength is in identifying high-performing content and influencers on social media. It allows you to:
- Analyze content: It allows you to analyze the performance of your online content, as well as that of your competitors, in terms of social media shares, inbound links, mentions and comments. You can use this data to identify the types of content that generate the most engagement and adjust your content strategy accordingly.
- Analyze influencers: The software also allows you to search for influencers in your industry and track their activity on social networks and blogs. You can use this data to identify potential partners for your brand and to measure the impact of your influencer marketing campaigns.
- Track your brand: The tool allows you to track mentions of your brand on social networks, blogs and forums. You can use this data to measure the effectiveness of your PR campaigns and to identify issues or concerns of your potential customers.
- Research keywords: With BuzzSumo, finding the keywords that are relevant to your industry and the content that performs best is a breeze. You can use this data to identify search trends and topics relevant to your brand, as well as adjust your content strategy.
By using BuzzSumo to track these metrics, you can measure the effectiveness of your digital marketing in terms of audience engagement and impact on your brand. You can also use this data to adjust your content strategy and improve your content and influencer marketing campaigns.
Hotjar
Hotjar is a website analytics platform that allows you to measure the effectiveness of your digital marketing by tracking user behavior on your website. This tool allows you to:
- Analyze user behavior: Track mouse movements and user clicks on your website, as well as video recording sessions. You can use this data to identify the pages that generate the most engagement and the friction points on your website.
- Track forms: It allows you to track form submissions on your website and measure form abandonment rates. You can use this data to improve the usability of your forms and to optimize the conversion rate on your website.
- Survey: This tool allows you to create user surveys to collect feedback on your website and your products or services. You can use this data to identify user issues or concerns and adjust your marketing strategy accordingly.
- Analyze conversion funnels: The software also allows you to track conversion funnels on your website, from landing pages to order confirmation pages. You can use this data to identify the pages that generate the most conversions and to optimize your website to maximize conversions.
By using Hotjar to track this data, you can measure the effectiveness of your digital marketing in terms of audience engagement, website usability and conversion rates. You can also use this data to adjust your marketing strategy accordingly and improve your website to maximize results.
In conclusion, measuring the effectiveness of digital marketing is essential to maximize the return on investment of the marketing strategy of the company, as well as to continually improve and adapt tactics to achieve business objectives, among others and maintain their competitive position in the market.
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