Measuring the success of digital marketing is one of the greatest challenges facing firms today. There are multiple processes to gauge the effectiveness of any marketing strategy. Successfully evaluating the impact of marketing campaigns requires the use of complete digital marketing analytics. When marketers hear the term “digital analytics,” however, they frequently think of the web-based metrics often associated with familiar analytics like Google Analytics, which analyzes traffic, bounce rate, and unique visitors. While web analytics can provide you with a wealth of insight into the performance of your website, marketers need richer data to understand the impact of their marketing campaigns on conversion rates and the purchaser’s journey.


Digital marketing analytics offers a much more complete view of what’s working and what’s not when it comes to marketing strategy. If you’ve already implemented digital analytics in your business but aren’t getting the desired results, some data may be slipping through the cracks, you may not know the entire picture, or you may not be aware of proper information. Discerningly blending web and digital marketing analytics can help you catch missing data and make your marketing strategy more successful.


Digital marketing analytics is the translation of customer behaviour into actionable business data. Digital analytics is the process of analyzing unit data from websites, mobile apps, email, and other online sources. In simple words, digital analytics tools can help organizations understand what consumers are doing online, why they’re doing it, and how this behaviour can be converted into digital marketing campaigns. Digital analytics is essential for all businesses of all sizes- eCommerce companies, marketplaces, telecoms, and others, as it can be adjusted to your business goals and combine multiple metrics so you can create custom reports.


Web analytics is the process of analyzing the behaviour of visitors to a website. Web analytics involves tracking, reviewing, and reporting data to measure web activity, including the use of a website and its components, similar web pages, images, and videos. Data collected through web analytics may include traffic sources, referring sites, page views, paths taken, and conversion rates. The compiled data often forms a part of customer relationship management analytics to facilitate and streamline better business decisions.


What’s the Difference Between Digital Marketing Analytics and Web Analytics?

Web analytics is a subgroup of digital marketing analytics that analyzes the performance of your website. Businesses are seldom limited to websites only, which means that web analytics on its own is not enough to provide the full marketing picture. That’s the main reason digital marketing analytics come in handy. It considers data from websites and also from other online sources such as ad platforms, CRM systems, and other social media platforms.


How Do Digital Marketing Analytics Connect Every Business Activity?

With digital marketing analytics, marketers can understand the effectiveness of their marketing strategy, not just their website. Using analytics allows marketers to identify how each of their marketing inventiveness stacks up against one another, determine the true ROI of their activities, and understand how well they’re achieving their business goals. As a result of the information they can gather from full-stack digital marketing analytics, marketers can also determine deficiencies in specific channels in their marketing mix and make adjustments to strategies and tactics to improve their overall marketing activity. You can spend your time slicing and dicing data in web analytics tools, comparing new vs. repeat visitors month over month. You’ll come up short of a truly complete view of your marketing performance. Marketers are aware there’s a deficiency in how they’re able to measure the effectiveness of what they do.


How Do Digital Marketing Analytics Work?

Digital marketing analytics searches and compares all of the online marketing channels to show how they affect each other and your conversions.

Digital marketing analytics allows you to track-


  • How your users convey or act on your website and across different devices
  • How does your advertising impact users
  • Revenue ascribe to specific marketing efforts
  • Other business-related key performance indicators- adding items to the shopping cart, bounce rate, cost per click, etc.

The starting and main points of marketing analysis are setting a goal and answering the questions. To achieve worthy results in the end, it’s best to blend web analytics and digital marketing analytics, to get the best mix of measured parameters that will perfectly fit your business.


Let’s explore more about how you can blend web analytics and digital marketing analytics:


    • Configure web analytics for your website- Web analytics itself can be a good starting point for more profound further analysis. Track your genuine visitors, clicks, exit pages, and other parameters to better understand the behaviour of your customers and know the strong and weak points of your marketing strategy.
    • Figure out the parts of your marketing strategy that web analytics doesn’t cover- Once you have web analytics in place, it’s easier to notice the data that’s missing. Do you have a mobile app that your web analytics doesn’t track? Do you launch ad campaigns on Facebook or Instagram? Even if these parts of your business don’t seem more important than your main website, they can turn out to be gold mines that bring you the majority of your customers. Additionally, data analytics may disclose which channels only drain your marketing budget and don’t bring any profit.
    • Broaden your reports by supplying missing parameters- To tool digital analytics on top of web analytics, you’ll have to do the following:
      • Collect necessary data- Collect data from ad services, call tracking services, your CRM, and other data sources. You can do this manually or use particular services and automate data transfers.
      • Merge gathered data into one platform- To analyze how all of your marketing channels impact one another, you need to merge web analytics and digital analytics data and store it all in one place, such as in Google BigQuery.



It’s difficult to improve or build an efficient marketing strategy without full and reliable data. Before any changes in your ad campaigns, make sure you have a solid basis for further actions. The parameters that you need to track depend on your business sphere and your expectations from digital marketing analytics. If you’re not sure how to put together web and digital marketing analytics for your business to achieve the best results, Contact us to discuss the appropriate strategy with a qualified analyst.