Foundations of Digital Marketing Analytics
Introduction to Digital Marketing Analytics
Definition
Digital marketing analytics is the process of collecting, measuring, and interpreting data from online activities (website visits, ads, emails, social media interactions) to understand what works, what doesn't, and why.
Key Marketing Channels to Analyze
Understanding Core Marketing Metrics
Data Tracking and Measurement Frameworks
Key Tracking Tools
- UTM parameters: small text tags added to URLs to identify where a visitor came from (
example.com/home?utm_source=newsletter&utm_campaign=summer_sale); - Pixels: small pieces of code from platforms like: Meta Pixel, LinkedIn Insight Tag, TikTok Pixel, Google Ads Tag;
- Cookies: tiny files stored in the browser that remember login preferences, shopping cart items, and user behavior;
- Event tracking: custom tracking for specific actions you care about, such as button clicks, video play, form submission, downloading a file.
Analytics Tools Overview
1. What does digital marketing analytics help marketers do?
2. What is the main purpose of UTM parameters?
3. What does a tracking pixel do?
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SectionΒ 11. ChapterΒ 1
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Introduction to Digital Marketing Analytics
Definition
Digital marketing analytics is the process of collecting, measuring, and interpreting data from online activities (website visits, ads, emails, social media interactions) to understand what works, what doesn't, and why.
Key Marketing Channels to Analyze
Understanding Core Marketing Metrics
Data Tracking and Measurement Frameworks
Key Tracking Tools
- UTM parameters: small text tags added to URLs to identify where a visitor came from (
example.com/home?utm_source=newsletter&utm_campaign=summer_sale); - Pixels: small pieces of code from platforms like: Meta Pixel, LinkedIn Insight Tag, TikTok Pixel, Google Ads Tag;
- Cookies: tiny files stored in the browser that remember login preferences, shopping cart items, and user behavior;
- Event tracking: custom tracking for specific actions you care about, such as button clicks, video play, form submission, downloading a file.
Analytics Tools Overview
1. What does digital marketing analytics help marketers do?
2. What is the main purpose of UTM parameters?
3. What does a tracking pixel do?
Everything was clear?
Thanks for your feedback!
SectionΒ 11. ChapterΒ 1
