7 min read

If you want to make a massive impact with your paid ad strategy, you need to focus on data-driven decision making

To truly unlock the potential of your paid advertising, you need to be in tune with your ad data. It’s not just about setting up campaigns; it’s about continuously analyzing, adjusting, and improving your campaigns for the best results. The feedback loop needs to frequent and constant.

At TNT Growth, we believe that meticulous data analysis is the key to achieving hypergrowth with your advertising efforts, and we want to see you succeed. That’s why we’ve created this guide to show you the ins and outs of paid data analysis! 

We’ll start by discussing why tracking metrics at every stage of your advertising funnel is crucial. Then, we’ll look into the role of data visualization tools in making sense of your ad data and what metrics to highlight if you’re in the e-commerce, communications, and finance industries. Don’t worry if it all sounds a bit technical — we’ll break it down to make it digestible and practical.

Get ready to decode your data, turning it from mere numbers into valuable insights, and propel your business toward growth and success. Let’s dive in!

How to Track Digital Marketing Metrics Along the Customer Journey

Before we get into the metrics you should be tracking, let’s divide the customer journey into three main stages: Awareness, Consideration, and Conversion

Each of these stages is a vital aspect of your advertising funnel, and you can understand your customers better and optimize your marketing efforts by following the correct data along the way. The better you interpret that data, the better you will be at making adjustments that maximize your ad potential.

Awareness: Catching the Customer’s Eye

The awareness stage is where potential customers first interact with your brand. They’re not quite ready to make any decisions on whether to engage with your brand, but they’re interested to learn more. This is the top of the funnel, where you’re trying to capture attention and spark interest. At this stage, key metrics include impressions, reach, and website traffic.

  • Impressions measure how often your ad is displayed, regardless of whether it was clicked or not.
  • Reach refers to the total number of unique users who have seen your ad.
  • Website traffic gives you an idea of how many people are visiting your site, which can directly result from your ads.

Tools like Google Analytics can provide detailed reports on these metrics. You can track the number of sessions, users, and pageviews your website receives and even learn where your traffic is coming from.

Consideration: Sparking the Interest

The consideration stage is when potential customers consider whether to make a purchase or not after learning more about your brand. They might compare your product or service with others on the market to see which seems more trustworthy. Metrics to track here include click-through rate (CTR), session duration, and bounce rate.

  • Click-through rate represents the proportion of users who click on your ad after seeing it. A high CTR indicates that your ad is relevant and enticing to viewers.
  • Session duration is the average length of a session on your website. Longer session durations suggest that visitors find your content interesting and engaging.
  • Bounce rate represents the percentage of visitors who navigate away from your site after viewing only one page. A high bounce rate may indicate that your website or landing page isn’t sufficiently engaging or relevant to visitors.

Google Analytics comes in clutch for tracking these metrics as well. It provides you with a comprehensive overview of how users interact with your site, from the pages they visit to how long they spend on each page.

Conversion: Making the Sale

The conversion stage is the bottom of the funnel, where potential customers become actual customers by interacting with your brand. Metrics to watch out for here include conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS).

  • Conversion rate represents the percentage of visitors to your website who complete a desired action. This could be making a purchase, signing up for a newsletter, or any other valuable action for your business.
  • Cost per acquisition is the average amount you spend on advertising to acquire one customer. Lower CPA values are generally better, as they indicate you’re getting more value for your advertising spend.
  • Return on ad spend represents the revenue generated for each dollar spent on advertising. It gives you a sense of the effectiveness of your ad campaigns.

Funnel.io can be particularly useful for tracking these conversion-related metrics. It allows you to aggregate data from multiple advertising platforms, providing a consolidated view of your ad performance.

TNT Growth is a premier partner with Funnel.io and has experience setting up bootstrapped companies all the way to Fortune 100 Firms. Let us know if you have any questions.

In essence, tracking and analyzing metrics at each stage of the customer journey is crucial to understand your customers better and drive effective marketing strategies. Tools like Google Analytics and Funnel.io can significantly simplify this process, helping you transform raw data into actionable insights.

Key Takeaways:

  • Tracking metrics at every stage of the customer journey allows for a deeper understanding of your audience’s behavior.
  • Tools like Google Analytics and Funnel.io offer comprehensive solutions for tracking and analyzing these metrics.
  • Tailored tracking is crucial, with metrics customized to suit your business’s unique sales process and marketing strategy.

Data Visualization: Translating Numbers into Actionable Marketing Insights

So, you have tracked all the metrics at every stage of the customer journey and compiled the data from multiple locations into one document. But you now find yourself in front of a massive spreadsheet filled with numbers and percentages. How do you make sense of it all? 

This is where data visualization steps in, providing a visually engaging and easily digestible way to understand your ad data.

Data visualization is a process that transforms raw data into a graphical or pictorial format, making it easier for you to identify patterns, trends, and insights. When it comes to digital marketing, data visualization plays a crucial role in strategizing and decision-making.

By representing your data visually, you can spot trends, track changes over time, understand outliers, and even uncover correlations between different metrics. In essence, it allows you to interpret the story your data is trying to tell, transforming a sea of numbers into valuable insights that can guide your marketing strategies.

Tools to the Rescue: Google Looker Studio and Tableau

Good news! There’s a range of data visualization tools available today to help you make sense of your ad data. Two of the most notable ones are Google Looker Studio and Tableau.

  • Google Looker Studio is a comprehensive data platform that goes beyond traditional visualization. It allows you to analyze and visualize data from various sources, providing you with a more holistic view of your ad performance. With Looker, you can create custom dashboards, design interactive reports, and even share your insights with your team.
  • On the other hand, Tableau is a powerful data visualization tool that can connect to almost any data source. It’s known for its intuitive drag-and-drop interface and stunning visualization capabilities. With Tableau, you can create interactive dashboards that provide a real-time view of your ad performance. Plus, it offers advanced features like predictive analytics and machine learning, enabling you to forecast future trends and make more informed decisions.

While both tools have unique features and advantages, choosing between them depends on your preferences. Are you looking for simplicity or a high-powered dashboard that lets you dive deep into analytics? By asking questions like these and analyzing your potential tools, you can make informed decisions about which is right for you.

Whether you’re using Google Looker Studio, Tableau, or any other data visualization tool, the goal is the same — to turn your ad data into actionable insights that drive your marketing strategy forward!

Key Takeaways:

  • Data visualization helps transform complex data sets into easy-to-understand, visually engaging insights.
  • Google Looker Studio and Tableau are powerful tools for data visualization, each with unique features to cater to different needs.
  • Data visualization aids in spotting trends, identifying opportunities, and making informed, data-driven decisions.

Key Metrics to Watch for E-Commerce, Communications, and Finance

Now that we’ve discussed tracking the customer journey and visualizing your data, it’s time to delve into specific metrics crucial for three different sectors: E-commerce, communications, and finance. Each industry has unique nuances and requirements, and specific metrics are pivotal for proper data analysis. Let’s take a look.

E-Commerce: Driving Sales and Enhancing User Experience

In e-commerce, everything revolves around driving sales and enhancing the user experience. Key metrics to track here include:

  • Conversion Rate: This shows the percentage of visitors who complete a desired action, such as making a purchase. A higher conversion rate indicates that your website is effective at persuading visitors to buy.
  • Average Order Value (AOV): This represents the average amount spent each time a customer places an order. By increasing your AOV, you can boost your revenue without necessarily attracting more traffic.
  • Cart Abandonment Rate: This metric shows the percentage of customers who add items to their shopping cart but leave without completing the purchase. A high cart abandonment rate could indicate issues with your checkout process.

Communications: Enhancing Engagement and Building Relationships

In the communications industry, it’s all about engagement and building relationships. Key metrics to consider include:

  • Engagement Rate: This measures the level of interaction users have with your content. It’s calculated by taking the total engagement (likes, shares, comments) and dividing it by your total followers.
  • Email Open Rate: This shows the percentage of email recipients who open an email you’ve sent. A high open rate indicates that your email subject lines are effective at capturing attention.
  • Click-Through Rate (CTR): This represents the proportion of email recipients who clicked on one or more links in an email. It’s an essential metric for understanding how many people move from your emails to your website.

Finance: Managing Risks and Maximizing Returns

For the finance industry, it’s all about managing risks and maximizing returns. Important metrics to track include:

  • Return on Investment (ROI): This is a measure of the profitability of an investment. It’s calculated by dividing the net profit by the total investment cost. The higher the ROI, the more profitable the investment.
  • Customer Acquisition Cost (CAC): This shows how much your company spends to acquire a new customer. It’s crucial to understand whether the cost of acquiring a new customer is sustainable in the long run.
  • Net Promoter Score (NPS): This measures customer loyalty and is particularly important in finance, where customer relationships are long-term.

Remember, the above metrics are just starting points. Depending on your specific business and its objectives, you might also need to track other metrics. Nonetheless, these metrics provide a solid foundation to understand your performance and drive improvements.

Key Takeaways:

  • E-commerce metrics like conversion rate, average order value, and cart abandonment rate are crucial in driving sales and improving user experience.
  • In the communications industry, engagement rate, email open rate, and click-through rate help measure the effectiveness of your messaging.
  • For finance, metrics such as return on investment, customer acquisition cost, and net promoter score are essential in managing risks and maximizing returns.

Let Data-Driven Decisions Lead the Way by Choosing TNT Growth!

Data-driven decisions aren’t just an advantage when maximizing your ad potential — they’re absolutely necessary for sustainable growth. As we’ve explored throughout this article, tracking metrics along every stage of the customer journey and choosing the proper tools are instrumental in understanding your customer better and tailoring your strategies accordingly.

If you’ve read through this article and thought, There’s no way I can keep up with all of these metrics AND run my business, don’t worry! With over a decade of experience in the paid ad sector, we have your back at TNT Growth. Schedule a discovery call today to learn more about our process and how we can help your business grow exponentially!