Use Social Media and Digital Marketing Analytics to Increase Your ROI

By Brianna Shreve
Social Media Marketing Consultant
BST Athletics

This post is part of the Digital Marketing Boot Camp series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

Brianna ShreveAfter working with small businesses to improve their social media marketing efforts, one thing is certain – many business owners are so busy with the day-to-day duties their business demands that they’ve failed to realize the importance of monitoring marketing efforts. Without tracking the analytics of your ads, however, there are no metrics to examine if they are effective. Learning a new skill can be time consuming, but there are options available that gathers the data for you, thus making it easier interpret the statistics to make more informed resource allocation choices for the future. The following five tools aid in this process:

1. Facebook Insights

This may seem like an obvious choice since it is built into the core of Facebook, however there are features within the tool that allows you to not only track the performance of your posts, but your competitors’ posts as well. The Pages to Watch feature will allow you create a list of your competitors’ pages to compare performance. You can use this tool to look inside your competitor’s post to see the success rate, and refine your approach accordingly. Moreover, on your specific posts, you can see how many people your post has reached, the location, gender, and age demographic, which is useful in determining if your post is relevant to those it is reaching.

2. Twitter Analytics

Twitter Analytics is a great tool to use when determining whether your tweets are effective and relevant. Twitter may still be thought of as a social media sight, however it is important to know that it is a source for news! It gives you the ability to analyze which tweets are a hot topic, and the demographic of the audience that it engages by net worth, interest, gender occupation, etc. This will give you the ability to segment your audience to provide more relative news and updates.

MORE: Learn how to utilize analytics from experts all across the region at the Digital Marketing Boot Camp, Feb. 15.

3. Google Analytics

Google Analytics is a tool that every business with an online presence should use. It has many tools and functions, and if you are advertising on Google Adwords, it can help provide insight to improve your conversion rates and remarket to site visitors. With this tool, track the demographic, bounce rate, session time etc. to provide more relevant content. This tool can be a little more complex, but help articles provided can help you navigate usage.

4. Instagram Insights

Similar to Facebook Insights, Instagram Insights provides a limited view into your customer base. One feature that should be noted, however, is high traffic times. View what time of the day the majority of your audience is using the application to gain the most impressions. Given that the new story feed format is no longer in chronological order, it is not a guarantee that your post will remain on top for long organically. This feature can help identify what time you should post to reach as many people in your targeted demographic as possible.

5. FanPage Karma

FanPage Karma is a tool for analytics and monitoring that works with Facebook, Twitter and YouTube. It can help you identify the best times to post, the strongest and weakest posts, as well as how frequently you should post. Moreover, it also gives you the opportunity to learn about your fans, and other pages with a similar fan base. It is not completely free like the others listed above, but it does allow for excel reporting and other in depth features that can help allocate your resources more effectively.

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For more on marketing strategies:

5 Keys to Building a Solid Digital Marketing Strategy

The Must-Know Digital Marketing Tools Every Business Needs

By Nick Mattar
Director of Marketing
Detroit Regional Chamber

Digital marketing analytics should be used as a tool to improve both your marketing strategy and your business’s bottom line. However, not all statistics are created equal and it is important to focus on those key performance indicators (KPIs) that truly dictate your digital marketing success. They can also be critical when informing your organization’s top leadership or board of directors on its strategic marketing direction.

With so many different digital marketing mediums, it is important to know what exactly to measure. Thus, consider these three overarching categories:

  • Website analytics
  • Email marketing stats
  • Social media metrics

Each category has its own set of KPIs. Most companies will be able to gather digital marketing intelligence from these numbers, but feel free to combine these with other numbers you believe to be important.

Website Analytics

Websites should do more than provide information to visitors; they should also generate leads. One of the best stats you can measure is the number of leads brought in by your website – or the number of new customers. In terms of standard measurable numbers from a basic Google Analytics account, there are five numbers to monitor closely:

  • Exit rate: Percentage of people who left your site from a specific page
  • Bounce rate: Percentage of people who only visited a single page and then left the site
  • Average time on page: How long visitors spent on the page
  • Organic search: How many people found the page organically via search engine (Google, etc.)
  • Mobile visitors: The number of unique visitors on a mobile devices

It is important to note that these numbers can be deceiving, depending on the goal of the webpage. Consider the average time on page. While you want your customers or members to spend a lot of time on a webpage, a shorter average time for landing pages or transition pages such as a homepage or internal homepage is also important.

If you recently reorganized your menu structure and subsequently notice your average time on page significantly increases, chances are your visitors are more confused rather than consuming all of your content.

Pay special attention to mobile visitors. The need to communicate with consumers anytime and anywhere is paramount in today’s world and that is measured by mobile visitors. If you receive over half of your hits from mobile devices, you should make sure to test your new pages and posts by viewing them on a phone.

Email Marketing Stats

Email has become one of the most popular forms of communication over the past 20 years. But the way email is consumed is rapidly changing. What was once checked once or twice per day is now constantly monitored. People are always online sending and receiving emails.

Three numbers are most important when reviewing email stats:

  • Unique open rate: How many different people open an email
  • Time and day of sends: How open and click rates differ based on the time and day
  • Conversions: Number of recipients who actually took the desired action from an email

Conversions can best measure an email’s return on investment. If an email promotes an event and aims to increase registrations for that event, the total conversions would equal the number of registrations from that specific email. Marketing automation programs measure conversions, but you can also measure them via Google Analytics by setting up personalized goal conversions.

The time and day of a send is important to note because your audience may be more likely to open an email at different times. At the Detroit Regional Chamber, email recipients are most likely to open emails in the 1:00 p.m. hour and the 4:00 p.m. hour on Wednesdays and Thursdays. Fridays are the weakest days and the 12:00 p.m. hour is the weakest, statistically. However, other companies have reported emails perform the best in the morning or evening.

An additional item to note is that email marketing has several statistical shortcomings. As of 2016, most email marketing programs cannot measure how long an individual views an email or inbox before making a decision on whether or not to open or click an email. Some email programs such as Microsoft Outlook offer preview windows where individuals can view the content of an email without technically “opening” it, allowing people to read an email without it counting as an open on the analytic side. And while A/B email testing is incredibly popular with most email marketing programs, there are many flaws that allow for errors and inconsistencies.

Social Media Metrics

With an ever-changing landscape and thousands of self-proclaimed experts, social media is both popular and difficult to integrate into a marketing strategy. With a bevy of eye-popping stats published every day about hot, new social media websites, it is easy to make the case for up to a dozen social media platforms.

Sites such as Facebook, Twitter, Instagram, LinkedIn and now Snapchat have entire books published about their successes and shortcoming, especially as they relate to small business. While this article will not delve into the ocean of available social media stats, there are some you can measure from your own social accounts that provide helpful takeaways.

  • Click rates: How often users click on your social media posts to a third-party (often your own) site
  • Follower loss: Can be difficult to measure, but is as important as follower growth
  • Conversations: How often users comment or share your posts and how/if you respond

The click rate stat is undoubtedly the most important measurable number. While social media can work wonders for a brand’s awareness, it can also provide tangible new web hits and conversions. If you post a tweet with a link to an event registration page, you can measure the number of clicks that tweet received (some programs can also measure the number of clicks that tweet also turned into paying customers.)

Not all posts will have calls to action, so those posts should not be included in the measurement of this stat. By dividing the total number of URL clicks by the total number of posts that include a URL, you get a good average number of clicks per applicable post. At the Chamber, Facebook has proven to attract more organic clicks per post, while Twitter has historically struggled to attain more than a few clicks per tweet. But again, these numbers vary based on the company and the target market.


The aforementioned key performance indicators are all important, but there are many others that can measure digital marketing performance. Each company’s digital marketing footprint is different – make sure to tailor your analytics to your end goals.

Nick Mattar is also the founder and CEO of Digital Detroit LLC.


More from Nick Mattar:

Generation Z and Snapchat: The Future of Advertising