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How to Blend Web & Digital Marketing Analytics to Grow Better in 2023

How to Blend Web & Digital Marketing Analytics to Grow Better in 2023


January 27, 2023

What would be the next step after executing your web & digital marketing analytics or web strategy? Analyzing their performance? 

There are multiple ways to measure the impact of your marketing campaigns.  So you need a comprehensive strategy to monitor your web and digital marketing analytics. What if there is a way to blend both web and digital marketing analytics so you can monitor their performance in one place. 

A web-based metrics are typically associated with Google Analytics which gives you insight into traffic, bounce rate, and unique visitors. However, this is just a peripheral of digital analytics. 

When you wisely blend web analytics with marketing analytics, it will give you a holistic picture of your marketing campaign. Keep reading to learn how this powerful combo can help you figure out all the missing data and to make your marketing campaign more successful. 

Web analytics and marketing analytics are two sides of the same coin. They work together to provide you with a full picture of how your website is performing, and what changes you can make to improve it.

Web analytics focuses on tracking how people interact with your website. It looks at how many people visit your site, what they do when they're there, and how long they stay before leaving. 

Web analytics can help you identify strategic improvements that will increase the number of visitors who sign up or make purchases.

Marketing analytics takes a different approach by focusing on all the digital marketing channels that drive traffic to your site, including search engines, social media platforms like Facebook and Twitter, email marketing campaigns, and even things like affiliate links and banner ads on other websites. All of these sources can be tracked so that you can see which ones are working best for you and adjust accordingly.

According to the Bureau of Labor Statistics, market research analytics jobs will grow by 22% from 2020 to 2023, the fastest growth of any occupation.

Digital Marketing Analytics vs Web Analytics

Digital Marketing Analytics



Web Analytics



  • Provides contextual knowledge around consumer behavior.
  • Deals with big data.
  • Focuses on people, customer-centric, with more emphasis on the prospect.
  • Reveals the client’s lifecycle.
  • Tracks customer needs
  • Provides data about website performance and optimization.
  • Consider page view as the factor of focus.
  • Determines the customer interaction with your website.

How does Digital Marketing Analytics Help Your Business?

The number of people active on social media platforms is around 3.2 billion and on average, each person spends 142 minutes on social media on a daily basis.

The performance of your digital marketing strategy can be evaluated through digital marketing analytics including your business website. 

It also stacks up the stats of your digital channels (emails, blogs, social media) against one another and determines which channel has generated the maximum ROI from digital activities. 

How to achieve your business goals by analyzing your marketing efforts?

A digital marketing analysis is a process through which you can convert your business goals into outcomes based on the following categories:

  • Comparing Different Marketing Platforms

The true power of marketing analytics is to examine the effect of marketing channels altogether. 

For example, when you send an email to your database, marketing metrics will tell you how many people have clicked through the email and landed on your website.

And also fb lead generation marketing in which you can analyze the number of people who actually converted into leads after landing on your marketing channel.

  • Customer-Centric Data

As we mentioned earlier, marketing analytics focuses on ‘customer behaviorinstead of ‘page view’ in web analytics. However, a blend of both reveals the source of your prospects. 

For example, 

If a user came to your website from Google, Facebook, or direct traffic? 

Is the lead actively availing of the offers mentioned in emails? 

Do they show engagement with your content which leads to sales?

Cumulative digital marketing analytics can answer all these questions and provide you with a valuable layout of lead generation marketing. And this information will aid you to implement an effective lead management process. 

Revenue Assigned to Specific Marketing Channel

Marketing analytics determines the sales revenue generated through specific marketing activities. 

For example, your blog posts might be effectively generating leads but are those leads converting into actual sales? 

The only answer is you need to hook up your CRM platform to your digital marketing analytics system. It will help you decide whether your marketing initiatives are actually contributing to your business ROI and also which marketing platforms are most critical for driving sales. 

What is the Future of Marketing Analytics?

Digital marketing budgets have increased by 63% in the past year. 

Analytic tools can help marketers understand not just the effectiveness of their website but also the impact of their marketing.

Data from advertising analytics is gathered not only from your website, but from other online sources such as email, social media, and office events as well.

Web analytics usually focus on page view reports, whereas marketing analytics are generally customer-centric.

With digital marketing, companies can identify the effectiveness of different marketing strategies with the help of fb ads marketing(e.g., social media marketing, blogging, and email marketing).

An organization's marketing mix must be evaluated in order to identify the deficiencies in specific channels, and then a marketing plan must be developed to address those deficiencies.

How to Incorporate Web Into Marketing Analytics?

web & Digital Marketing Analytics

Analyze your business website analytics and trace unique visitors, exit pages, as well as other parameters that can support improved customer behavior and know the strengths and weaknesses of your marketing strategy. 

Expand your reports by providing missing parameters. You should combine the gathered information into one platform. To implement web analytics along with digital analytics, you need to combine both digital analytics data and web analytics and store it all in one location, for instance: Google BigQuery. So that you could measure the impact of one channel on another.

Final Take

About 93% of all successful connections begin from an online search engine. 

If you're relying only on top-level web analytics, you're missing out on a lot of powerful data that can help inform your marketing strategy and better connect with your audience and customers.

While evaluating digital analytics tools for your business, be sure you're looking for evidence of digital marketing analytics, not just web analytics.

You must carry robust and credible data to develop and enhance our marketing strategy. The parameters you need to monitor depend on your business goals in relation to digital marketing analytics.