Effectiveness is probably the number one factor when it comes to marketing campaigns (ex aequo with profitability). But it’s not always easy to assess whether your campaign is actually effective; primarily the most straightforward goal (more clients) is usually the result of many different actions in your company, not just marketing campaigns. So, to help you with this issue, we’ve made a list of tools to help you assess your campaigns’ effectiveness. Let’s have a look!
Of course, the tools you will use depend on what kind of marketing campaigns you conduct in your company. Email marketing campaigns will be tracked and measured differently vs. Google Ads campaigns. However, there are some all-in-one tools that give you valuable insights no matter what strategies you employ in your business.
Google Analytics 4 (GA4)
That’s the obvious number one on our list. A free analytics tool provided by Google. All you need is to integrate it with your website, and you get access to a goldmine of valuable web insights and statistics. All for free and almost in real time!
Google Analytics (currently, the Google Analytics 4 version is the latest one in use, hence the shortened GA4 name) will tell you almost everything you need to know about your web traffic, including:
- Sources of this traffic (e.g., Google, social media, referrals, etc.)
- User behavior (what subpages they visit, how long they stay on them, what’s the bounce rate, etc.)
- Conversions (GA4 enables you to set so-called key events; these are the actions you want customers to perform on your website, e.g., place an order)
- And more!
GA4 comes in handy when you use SEO and Google Ads to promote your business because it focuses on the entire web traffic, regardless of where it comes from. Additionally, GA4 can be integrated with Google Ads to help you assess the effectiveness of your ads on this platform.
SEMrush or Ahrefs
Here, we list two tools because they are very similar and the choice basically depends on your personal preference. Both these platforms are useful primarily when it comes to SEO and content marketing. SEMrush is a little more general, and Ahrefs focuses almost exclusively on the SEO aspect of your website. It’s also a little cheaper vs. SEMrush.
With these tools, you can understand how your website performs in the organic search results, especially when it comes to indexing your pages, tracking backlinks, assessing your keywords’ popularity, etc.
SEMrush takes it one step further and gives you insights regarding PPC (pay per click) campaigns, content marketing, and even competitor analysis. An experienced user can get a lot of useful information from both tools, not just when it comes to the effectiveness of your marketing, but also the condition and growth potential of your website.
iPresso Marketing Automation
The last tool on our list is, naturally, iPresso. If you already use Marketing Automation, you know it can be adapted to a wide range of marketing activities, from customer database management to WhatsApp marketing. And we made sure to include as many analytics and reporting features on our platform as possible.
Additionally, iPresso comes with a very useful feature that’s known as Pipelines. In short, this feature is all about measuring the stages of sales and conversion from promotional activities (regardless of their nature). So, exactly what you’re looking for when you’re conducting many different activities.
Pipelines help you divide the whole marketing-slash-sales process into different stages where each one will have its own criteria about what potential contact needs to do/have to qualify for it. Let’s give you a quick example of such a pipeline:
Step 1: First contact/interaction
Step 2: Demo/presentation
Step 3: Sending an offer
Step 4: Signing the contract
For each of those stages, you can create a different segment with different criteria and then connect them with a pipeline to make it fully tailored to your company’s needs. In short, we can say that this feature helps you analyze what’s going on once someone enters your sales funnel.
Wrapping up
We’re not saying that you need all tools in your business. You certainly don’t. However, these are the platforms you should consider depending on the type of marketing activities you run in your business. Regardless of the situation, it’s good to implement GA4 on your website – this tool is free to use and can be extremely helpful!
And if you’re thinking of Marketing Automation, you’re in the right place! We invite you to sign up for a free 30-day trial (no credit card needed) and see how iPresso can help you increase the effectiveness of your marketing activities!
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