When trying to gauge whether businesses have successful marketing campaigns, analytics is crucial in knowing what works and what doesn’t. Using web-based software like Google’s Keyword Tool and looking at important metrics, businesses can adjust their current marketing and plan for new campaigns. Here are ways companies can use analytics to increase their business:

Analytic tools

  • To find which keywords to use to describe their website and products, businesses turn to Google’s Keyword Tool. This tool allows users to search for information about keywords like how competitive certain keywords are, or the amount of searches there are in a month.
  • Google Analytics is a measurement tool that helps websites record, report and analyze data in order to understand how and why traffic flows to your business.
  • Pairing with Analytics, Google’s Webmaster Tools does a similar job in preparing reports about web traffic and includes information like link data and search engine troubleshooting.


  • In order to understand why some webpages rank at the top of search engine result pages, analytics tools not only records where traffic comes from but how many people search for keywords and which pages are the most popular.
  • After including a call to action on a website that suggests an action, like participate in a promotion, view the click through rate (CTR) to see whether visitors did take action and reacted positively.
  • The amount of landing page views is also important in analyzing how many visitors view a site's landing pages and how many of them did a valuable action for a business, like view more content or shared a page, which is known as a conversion.


  • Businesses track leads, or consumer interest in a business's products or services for a site, to strategize how to turn leads into sales. Leads often take the form of a inquiry where consumers make initial contact including giving out contact information.
  • An analysis of how leads are generated include determining which business to consumer interactions had the most positive response and what kind of content is the most popular to search for.
  • Another metric look for is lead to customer conversion rates, which is the percentage of leads that eventually became customer of a business.

Online sources for data

  • Online analytics tools record the sources of traffic to websites including through referrals and direct traffic. While other web pages link or refer to a site (hence the name referral traffic), direct traffic involve links to that site's URLs, like the homepage.
  • Another source for data is a business's social media network pages. Look for data gathered on social network sites such as how many views a webpage has or how many times a site's pages have been shared.
  • If a company uses mass emails, analyze data from that email marketing to find out which promotions catch Internet users’ eyes and which ones get instantly deleted.

Offsite sources for data

  • To analyze sources of data offline such as phone numbers or addresses, businesses can create a well-organized database (such as on a spreadsheet) and store any relevant information.
  • When businesses are involved with an offline promotion such as mass postcard mailings, they can record which areas or addresses had a positive response in the database.
  • Businesses can also send surveys to current and potential customers to gauge how to better interact with them and use this information to plan other successful promotions.

By tracking data for analytics, businesses can collect valuable data and improve their interaction and engagement with consumers. Through analysis, businesses can shape current and future promotions and products to convert visitors into customers and increase profits.

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