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Published June 12, 2018

Digital marketing can be a very complicated process. You work hard creating pages, adding content, and connecting with customers on social media, email and apps. But after some time, you may wonder if it is working. Ascertaining whether your marketing campaigns bear fruit or not is very important. This is possible with a proper tracking and analytics tool.

There are a wide range of tools available that promise to measure your efforts efficiently. Choosing the right one is crucial, as your future marketing strategy depends on the results of your present one. The following tools are great for tracking and analysing the effect of your digital activity on your audiences.

  1. Google Analytics

Google Analytics lets you track website page views, time spent on pages, bounce rates, entrances and more. You can view the number of visits that come from direct, organic, social, email, referral and paid channels. This helps you identify which of your marketing efforts are actually paying off.

  1. HootSuite

HootSuite is an ideal choice when you want to measure the success of social media campaigns. It provides custom reports on Facebook, Twitter and Instagram growth, in terms of the number of followers and their engagement with your content. You can export the reports easily to prove ROI.

  1. Adobe Experience Cloud

Adobe offers marketing analytics to aid in measuring customer activity effectively. With advanced features like anomaly detection, customer attribution and cohort analysis, it helps in proving ROI. You can use it to measure success in acquisition and retention across different channels and devices.

  1. Mixpanel

Mixpanel approaches campaign measurement differently; it doesn’t just track page views. Instead, this analytics solution measures the steps and actions that people take, such as video streaming, post sharing or image uploading. It can be used for both web and mobile campaigns.

  1. Upsight

Upsight facilitates detailed reporting of clicks, impressions and conversion for different time periods. This is useful in measuring the impact a campaign has on your downstream events. You can then analyse which campaign led to the desired goal and which didn’t.

  1. Apsalar

Apsalar has a mobile app attribution solution that measures marketing performance. You can use it to evaluate performance across an array of channels and partners ranging from Facebook and Twitter, to over a 1,000 ad networks. It also provides insights on uninstalls and in-app behaviour.

  1. Bit.ly

Bitly OneView is great for creating and measuring campaigns on several channels under a single roof. You can track and compare performance in real time, across all the channels want. It gives you insights on user engagement and what content appeals to them.

  1. Kissmetrics

Kissmetrics provides a funnel report, to segment traffic by different campaign parameters. Using this tool, you can find out how each of your marketing channels is performing. You can also check Kissmetrics cohort and revenue reports to understand how campaigns are improving conversion and retention.

All these tools are perfect if you want to understand the effects of your campaign and gauge its success. Depending on the channels you target and the metrics you consider, choose the right tool to ascertain the effectiveness of your digital marketing campaign accurately.

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