Widely Used Tools to Measure Digital Marketing Performance

1) Google Analytics

Digital marketers often prefer the web analytics service provided by Google to popular tools for
measuring digital marketing performance. Google Analytics helps digital marketers to track and
analyze website traffic using a variety of metrics – users, sessions, session duration, and bounce
rate. You can access real-time website statistics to assess your website’s effectiveness in
retaining visitors and the performance of individual marketing channels. Also, you can use
Google Analytics to measure digital marketing performance in terms of visitor acquisition and
sales conversion.

2) Facebook Audience Insights

While planning social media marketing campaigns, digital marketers prioritize Facebook due to
its massive popularity and dominant market share. The social network makes it easier for digital
marketers to assess the health of pages, compare the performance of posts, and understand the
target audience by providing an online tool – Facebook Audience Insights. Unlike other tools for
digital marketing performance measurement, Facebook Audience Insights displays marketing
metrics in a simplified format on the dashboard. But you can leverage this online tool to measure
the performance of Facebook marketing campaigns using important metrics like page views, new
page views, daily active users, like sources, and daily page activities.

3) Google Data Studio

The online tool launched by Google helps users measure digital marketing performance by
converting data into customized reports. You can use Google Data Studio to integrate data
collected from diverse digital marketing channels – search ads, social ads, banner ads, and
eCommerce ads. Also, you can boost digital marketing performance by gaining actionable
insights through data visualization. Google Data Studio allows you to add comments and notes
as well as use filters and views. But it supports limited and specific data sources, unlike other
widely used tools to measure digital marketing performance.

4) HubSpot
As a cloud-based CMR system, HubSpot comes with features to align marketing and sales
activities. In addition to generating and converting leads, HubSpot facilitates digital marketing
automation. The premium software helps you to measure digital marketing performance using
marketing analytics. You can leverage this feature to measure the performance of SEO
campaigns based on search engine ranking on targeted keywords. Likewise, you can measure the
performance of social media marketing campaigns based on hashtags, keyword mentions, and
brand mentions. At the same time, HubSpot Marketing Analytics helps you to boost digital
marketing campaigns by creating detailed views of leads.

5) Buzzsumo

The cloud-based platform is designed with features to facilitate content discovery, content
research, and content monitoring. Digital marketers use Buzzsumo to boost the performance of
digital marketing campaigns by receiving alerts for competitors, keywords, topics, and brands.
You can create customized alerts to monitor the content used in various digital marketing
campaigns. While using Buzzsumo, you can evaluate the performance of content published by
your business simply by entering the domain name. Also, you can use the tool to track brand
mentions across social networks and online platforms.

6) SEMRush

The online visibility management platform helps digital marketers to run SEO, PPC, social
media marketing, and content marketing campaigns by providing over 50 tools. You can
leverage the appropriate tool provided by SEMRush to measure digital marketing performance as
well as spy on the competitors. For instance, you can use the social media marketing tool to
analyze brand mentions and assess the performance of your content assets. Likewise, you can use
content marketing analytics to measure the performance of your content and identify areas of
improvement. Hence, you can subscribe to SEMRush to avail of multiple tools to measure digital
marketing performance.

7) Ahrefs

The free and premium tools provided by Ahrefs help digital marketers to automate and
streamline SEO campaigns. They use SEO software to automate routine activities like keyword
research, website audit, competitor analysis, keyword rank monitoring, and content idea
generation. You can leverage the features and tools provided by Ahrefs to measure the
performance of your SEO campaigns based on data collected by crawling the entire world just
like search engines. Ahrefs makes it easier for you to boost SEO campaigns by tracking your
website’s search engine ranking and comparing its search performance with competitors.

8) HootSuite

You can use this widely used social media management platform to automate and monitor social
media marketing campaigns. HootSuite comes with features and tools to facilitate content
publishing, trend monitoring, incoming message response, and organic content promotion. Also,
it helps users analyze the performance of digital marketing campaigns across social networks
using advanced analytics. The dashboard provided by HootSuite helps you to get a 3600 view of
multiple social media marketing campaigns from a single location. At the same time, you can
generate customized reports to compare the performance of various campaigns based on real-
time facts and figures.

9) Cyfe

Cyfe is developed as an online business dashboard application. Digital marketers use Cyfe to
access and analyze information about various digital marketing campaigns from a single and
unified location. You can subscribe to this premium software to connect and analyze data by
creating a customized dashboard. You can set metrics or KPIs for monitoring digital marketing
performance and monitor the metrics by reading email alerts sent from the dashboard. Also, you
can access and analyze digital marketing data regularly by scheduling automated email reports.
Cyfe makes it easier for you to visualize and share these metrics by featuring embedded
analytics.

10) MailChimp

Along with facilitating marketing automation, MailChimp helps digital marketers to measure the
performance of email marketing campaigns. You can use MailChimp to implement email
marketing strategies by sending informative and promotional emails automatically. Also, you
can use the tool to measure the performance of email marketing campaigns by understanding
who clicked on the emails and where recipients clicked on the emails. The information will help
you to boost email marketing campaigns by tailoring the email messages based on important
metrics like open rate and click rate.

11) Webtrends Analytics

12) Mixpanel

Mixpanel makes it easier for you to measure digital marketing performance by providing three
premium solutions – convert, engage, and retain. You can use these online tools to track
conversion rates, analyze user engagement, and identify retention drivers. You can generate
interactive reports to answer important questions related to your product or service through data
visualization. Also, you can align digital marketing strategies to buyers’ journeys by
understanding the actions taken by customers before placing orders. You can further create buyer
personas by dividing the customers based on the actions taken or not taken by them.

13) Megalytic

Digital marketers these days generate analytics reports using a variety of solutions. Megalytic
makes it easier for them to gain actionable insights by simplifying these analytics reports. You
can leverage the digital marketing solution provided by Megalytic to generate monthly analytics
reports effortlessly. The monthly reports help you to measure digital marketing performance
based on various metrics. Also, you can customize the reports to measure and compare the
performance of individual digital marketing campaigns like SEO and PPC. Megalytic simplifies
digital marketing performance monitoring by updating the analytics reports automatically.

14) Google Alerts

Every digital marketing campaign is driven by content. You cannot boost digital marketing
performance without publishing relevant and interesting content regularly. Unlike other tools to
measure digital marketing performance, Google Alerts does focus on evaluating marketing
campaign results. Instead, the online service launched by Google helps you to find interesting
content by sending email alerts. You can refer to the email alerts to boost the performance of
various digital marketing campaigns by creating better articles, blogs, and web pages. You have
the option to set the number and frequency of automated alerts while creating alerts related to
specific topics.
15) Moz Pro

Moz Pro is one of the most popular SEO toolsets. It allows digital marketers to automate routine
activities by providing solutions for keyword research, site crawling, rank tracking, and link
research. You can use Moz Pro to measure digital marketing performance by generating custom
reports. You can customize the reports by choosing from a slew of prebuilt templates. Also, you
can use visual aids to identify wins, losses, and opportunities in minutes. At the same time, you
can make the information more relevant to your team by adding observations and notes to
various charts and graphs.

16) YouTube Analytics

While launching video marketing campaigns, businesses and brands always target YouTube.
YouTube makes it easier for digital marketers to measure the performance of their channels and
individual videos by providing a free analytics tool. You can access YouTube Analytics after
signing in to YouTube Studio. The analytics tool helps you to measure video marketing
performance using important metrics like visits, exposure, and engagement. You can use these
metrics to know how many visitors watch the video, how many visitors watched the video till the
very end, and how many viewers posted comments or shared the video.

17) Hotjar

Hotjar measures and boosts digital marketing performance by recording user sessions on your
website. You can use this commercial tool to observe common user actions – clicking, tapping,
scrolling, and cursor moving – simply by watching videos. The videos will help you to identify
the technical errors affecting digital marketing performance as well as your website’s user
experience. Also, the videos will help you to measure the performance of your landing pages,
articles, and blogs based on the amount of time spent by visitors to read the content. Likewise,
you can identify the issues that make visitors abandon the website and switch to competitors.

The tools to measure digital marketing performance help you to boost lead generation and
conversion activities by identifying the strengths and weaknesses of digital marketing
campaigns. But you must remember that the digital marketing performance measurement tools
vary from each other in various categories – design goals, features, marketing metrics, and cost.
That is why; your digital marketing strategies must focus on identifying and combining the right
tools for measuring digital marketing performance.