Learn how to conduct a digital performance analysis in 5 steps
Everyone knows that good digital marketing strategies must be accompanied by performance metrics, hence the digital performance analysis is essential for achieving success in your projects.
More than just collecting and evaluating the data from each channel used, it’s necessary to understand how each one contributes to the company’s goals and the overall business development.
After all, a good digital marketing performance analysis needs to be thorough and take into account the stages of the sales funnel from the top to the closing of the sale, as well as, of course, the specificities of the company and each channel in which it invests.
Considering the importance of this strategy, we prepared a guide to help you perform a digital performance analysis Follow along to check our tips.
What is digital performance analysis
In summary, digital performance analysis consists of measuring the impact of your digital marketing actions across various channels such as social media, email marketing, Google Ads, and others.
Here, the goal is to understand if your strategies are achieving the desired results, and if not, what can be adjusted.
Understanding the sales funnel in digital performance analysis
The sales funnel is a strategic tool developed especially to accompany the customer’s journey at all its stages.
The name funnel is even related to how the number of potential customers funnels or decreases as they progress through the sales stages.
In this sense, it is essential that digital performance analysis considers the different stages of the funnel, which are
- Top of the funnel here, the goal is to attract the attention of new visitors. This is where reach and traffic campaigns play a crucial role
- Middle of the funnel in this phase, leads are considering your solutions. Relevant and informative content such as ebooks and webinars help nurture these leads
- Bottom of the funnel this is where conversions occur, such as sales and subscriptions. As mentioned earlier, the number of potential customers at this stage is much smaller compared to the top of the funnel. In this final stage, you should analyze conversion metrics and return on investment (ROI) for example
By mapping your campaigns according to the funnel stages, you can better understand lead behavior and identify which actions are impacting each stage
5 steps for digital performance analysis
To conduct an effective digital performance analysis, there are 5 steps that must be followed taking into account everything from understanding the business and client objectives to the tools that most assist in the process. Check out.
Step 1: setting goals and indicators
Every digital performance analysis should be guided by the company’s marketing objective And to ensure that this goal is achieved, it’s necessary to set goals and indicators that help determine whether the project is on the right track or not.
For example, if a company aims to increase its sales, its agency or Inbound Marketing team should direct efforts to help the sales team receive more business opportunities.
Thus, this would be the goal that needs to be constantly monitored to know if they are on the right path or not. But it alone may not say much about what is leading to the right final result.
Therefore, the main performance indicators should also be frequently evaluated so that marketing professionals can redefine their strategies and actions to achieve the goal
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Step 2 Sales funnel tracking
As you read earlier when we talked about metrics and indicators in digital performance analysis, it’s necessary to track each of the stages of the sales funnel and the results they generate. After all, each phase is important for achieving the business’s final goal.
Let’s think about a specific company that wants to generate 50 sales per month. Based on its conversion rate history or the segment it operates in, it is necessary to define the quantities of:
- opportunities that the commercial team needs to address to generate this number of sales
- leads to be nurtured to become future opportunities
- visitors who need to reach the site to convert into leads or opportunities
Analyzing these and other metrics associated with the sales funnel is crucial to finding potential gaps that hinder the project’s development and reaching the goal.
Step 3 Analysis of digital channel results
The third step for digital performance analysis is to specifically evaluate the channels involved in your strategy and how they impact the project’s performance.
Each channel will have a role with more or less relevance in the sales funnel stages, but all are important for successful digital marketing results.
Therefore, always evaluate your site’s performance based on organic search, paid campaigns, and referral traffic. Also analyze the return of your efforts in social media and other relationship tools such as email marketing.
These results are essential to determine which channels are most important to reach your goals and find opportunities for improvements in your strategies.
Step 4 Looking to the future
Speaking of finding opportunities for improvement, we must emphasize the importance of using digital performance analysis as the most efficient way to look to the future.
Many professionals, when analyzing marketing data, face a very common difficulty; they tend to focus much more on the past than on the project’s next steps. That is, they stick to what has already happened but don’t always extract good insights from their reports.
One of the great secrets of a good digital marketing analysis is knowing how to propose, from the data, effective actions to achieve the goals and gradually make the project evolve even further.
Step 5 Investing time in what really matters
Now that you’ve gone through the first four steps, it’s time to think about how to optimize this whole process to invest time in what really matters the analyses and future planning.
As we have seen previously, a good digital performance analysis takes into account both the project goals and the specific indicators of each channel used in the strategy.
Imagine then that you need to manually collect all this data, then analyze it, and finally extract the necessary insights. It seems quite laborious, doesn’t it.
However, with a good report automation tool such as Reportei, it’s possible to considerably reduce the time spent capturing results from all channels and direct your efforts towards a deeper and more conclusive interpretation of the metrics.
Additionally, you can create a project history to monitor its performance over time and understand what works before defining the next steps.
Reportei Overview Centralize your data on a single screen
One of Reportei’s biggest differentiators is the Overview a feature that allows you to visualize all your projects on a single screen. This facilitates campaign management and result analysis since you can monitor the KPIs of all your marketing channels in one place without needing to switch screens or access multiple platforms.
With the Overview, it is possible to:
- Monitor all metrics of your projects in a centralized manner
- Compare the performance of different campaigns or social networks in real time
- Quickly identify the points that need optimization
This data overview allows for faster and more informed decisions, optimizing management and analysis time.
Reportei AI Intelligent automation for reports
In addition to centralizing your analyses, Reportei also features the Reportei AI a tool that uses artificial intelligence to generate automatic insights about your campaigns’ performance. Reportei AI helps you interpret data more practically and quickly by suggesting improvements and indicating which metrics deserve more attention.
With Reportei AI you can:
- Obtain automatic insights based on the analyzed data
- Receive suggestions for strategic adjustments to improve your campaigns
- Quickly identify performance patterns that may go unnoticed in a manual analysis
This intelligent automation reduces manual labor and ensures you don’t miss opportunities to optimize your actions.
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