Hey what's up and welcome to hack my growth in this episode, we're, going to be distinguishing the differences between web analytics and marketing analytics all right. Let's. Go. Are you looking to grow your business, but you're, not sure where to start that's, where we come in hey thanks for checking out this video.
This is your first time watching or maybe even watching, awhile and you haven't yet subscribed to the channel. We would love for you to do so now. Just go ahead and hit that subscribe button and don't forget to turn alerts that way.
You know each and every time we create new content for our channel. So, like I said in the introduction, we're, going to be talking about the differences between web analytics and marketing analytics.
Now, both of these, as you can see, fall under digital analytics, but they have very distinct purposes and their focuses are slightly different. Now a lot of businesses are using web analytics. This is usually Google Analytics from those companies and web analytics are a very powerful way to look at your page level.
Behavior your website behavior. These are things like your traffic and the sources of that traffic. Bounce rates percent of new visits, but again everything inside the web analytics is focused at the page level.
Yes, we do use some user data. You can do a lot of cool things like interests or demographics, but the reality is you're still looking at how those groups, those user sets those anonymous. Users are interacting with a specific page and how they're moving from page to page, but again, the biggest part of this is page level metrics.
Now marketing metrics are different than that. It's, looking at really the metrics that are coming from all your different digital platforms. This is not just your website, but your lead generation programs.
So your email marketing, your ads, your social media connections, it's, gonna be looking at those type of metrics, and these are coming from a number of different platforms, and what we do is we focus more now on the lead level or the Person level so web analytics is focused on page marketing.
Analytics is focused on people now, as you can see. If you just rely on web analytics, you're, going get stuck because you're, not going to know exactly what you're doing across all your marketing channels.
You know how are your social ads performing? How are your Google ads performing? How's, your email engagement? How is your negative for your natural, social, your organic and great engagement with people going, and what are they doing? Are they taking those next steps with you? Are they engaging with your business? Are they buying your product? Are they moving along the funnel? These are the things that you want to be able to understand and the only way you're going to do that is with marketing metrics.
So what are the three core elements that separate marketing metrics? Let's. Get into that. The first thing is you need to have integration across all your channels. You need to be able to integrate between email, between social, between organic, between paid and understanding.
How each one of those is working and how you're? The leads are engaging with it. This is why a lot of people like to use these all-in-one platforms again, we do a lot of content here on HubSpot. Hubspot is a great solution for integrating these different channels and allowing you to see holistically how these channels are performing as well from lead engagement all the way through the customer funnel and to who's closing the most customers.
So the first step it needs to integrate across all your digital channels. Another feature of marketing analytics. Is it's, people centric, like we talked about before it's, not focused on the page levels focused on the person.
How is the person moving through the funnel? What action did they take? What was the next step? How did they engage with you? How do they find you in the first place? Are they moving along the funnel and the third feature of marketing analytics is closed-loop reporting? You're, not gonna be able to get close to reporting if you're just relying on web analytics, because you need to understand the person how that person came into your business, the steps that they took and did big clothes.
A lot of times we'll, see companies that come in that are just using web analytics and they're. Looking at their sources and say we're, getting so much traffic from LinkedIn. We need to focus day. We need to focus on.
Linkedin is a great source, so I'm, not saying this is what's happening all the time, but what? But if you dig down into the marketing data, which they haven & # 39, t been paying as much attention to you'll, see LinkedIn is creating a lot of leads, but those leads really aren't qualified to buy their product.
So they've, given a lot of this top of the funnel attention, but it's really more than oiz, because those are the people who are closing and then you could pull out another segment right and say: okay.
Well, this is what we're doing in Google Ads, and these that people were targeting, and John Smith saw. This ad took this action. It became a customer so with with the marketing metrics, we're allowed to see how somebody & # 39.
S moved all the way through the funnel, and then we could calculate the cost not just per leave, but also cost per acquisition and understanding. You know how the impact of that is being made on our business and whether we're, investing in the right channels to drive new customers.
So marketing metrics is a very, very powerful tool and it doesn't have to be so complex again there's, a number of great tools out there. Hubspot just actually opened up their email tool like you get a thousand emails a month through the tool now for free.
So I highly recommend you checking out something like that. You know hub spots free to get started, that's, a really great one. There's, a plenty other ones. You can check out out there as well, but at least it allows you to start understanding some marketing, metrics and starting to track individual people through the funnel and when you layer that, on with how they act with your website, you can make some great website optimizations.
As well so this is the difference between web analytics and marketing analytics. If you & # 39, ve got any questions. Please comment below and thanks again for watching and as always happy marketing, [, Music, ]