The Ultimate Guide to Analysing Your Marketing Data: From Social Media to Email Campaigns
If you're serious about progressing your business, understanding your past performance is essential. Let’s break down the key platforms you should be analysing and what metrics to focus on.
- Website Analytics
Platform: Shopify (or any other)
Key Metrics:
- Online Store Sessions: Gauge the number of visitors and their behavior.
- Conversion Rate: Percentage of visitors who make a purchase.
- Total Orders & Average Order Value: Track your sales performance.
- Top Selling Products: Identify your best performers to focus your marketing efforts.
- Return Customer Rate: Measure loyalty and repeat business.
- Sessions by Location & Device Type: Understand your audience’s demographics and device preferences.
- Sessions by Social Source & Traffic Source: Determine which channels drive the most traffic.
- Top Landing Pages: See which pages are the most visited and why.
Action Steps: Prepare monthly reports to get a snapshot of your performance and adjust your strategies accordingly.
- Meta (Facebook and Instagram)
Platform: Meta Business Suite
Key Metrics:
- Impressions, Reach, Content Interactions: Measure how well your content is performing.
- Followers & Link Clicks: Track growth and engagement.
- Post Performance: Identify which posts drive traffic and engagement.
- Audience Demographics: Understand who your followers are.
- Benchmarking: Compare your performance with similar businesses.
Action Steps: Review insights monthly, analyse which posts perform best, and tailor your content to your audience’s preferences.
- TikTok
Platform: TikTok Analytics
Key Metrics:
- Demographics: Age, gender, and location of your audience.
- Content Performance: Engagement metrics for each post.
Action Steps: Adapt your content strategy based on what resonates with your audience, keeping in mind the distinct demographic differences across platforms.
- YouTube
Platform: YouTube Analytics
Key Metrics:
- Watch Time: How long viewers watch your videos.
- Audience Demographics: Who your viewers are and where they come from.
- Engagement Metrics: Likes, comments, shares, and subscriber growth.
Action Steps: Focus on creating engaging content that retains viewers and encourages interaction. Regularly review your analytics to refine your content strategy.
Platform: Google My Business & Google Analytics
Key Metrics:
- Profile Interactions: How people find and interact with your business profile.
- Search Terms: Key terms that lead people to your business.
- Website Clicks & User Activity: Track user behavior on your website.
- Acquisition Overview: Where your traffic comes from.
- User Attributes: Detailed demographic data.
Action Steps: Use insights to optimise your SEO strategy and improve your website’s user experience.
- Klaviyo (or any Email Marketing Platform)
Platform: Klaviyo
Key Metrics:
- Open Rate: Percentage of recipients who open your emails.
- Click Through Rate (CTR): Percentage of recipients who click on links.
- Conversion Rate: Percentage of recipients who complete a desired action (e.g., purchase).
Action Steps: Optimise your subject lines and preview text for higher open rates, include clear CTAs for better CTR, and ensure a seamless user experience for conversions.
Benefits of Regular Analytics Review
- Understand Your Audience: Get detailed insights into who your audience is and what they prefer.
- Data-Driven Decisions: Base your marketing strategies on actual performance data.
- Identify Trends and Patterns: Recognise peak times for engagement and tailor your content accordingly.
- Personalised Customer Experience: Create targeted content for different segments of your audience.
- Maximise ROI: Focus on high-performing strategies and eliminate what doesn’t work.
- Improve Website Performance: Use data to enhance user experience and increase conversions.
- Stay Competitive: Being data-savvy sets you apart from competitors.
By regularly reviewing and understanding your analytics, you can make informed decisions that drive your business forward. Remember, data doesn’t lie. Happy analysing!