“I’ll just post more reels.”
“Maybe I need to blog more consistently.”
“Should I start a podcast?”
Sound familiar? When we don’t know what’s actually driving results in our business, we tend to throw everything at the wall to see what sticks.
And I’m sure you’ve heard it before “just track your data so you can SEE what’s working.”
Easier said than done if I do say so myself.
Maybe you’ve found yourself going down the Google rabbit hole, only to emerge more overwhelmed than when you started.
With all the analytics tools, tracking options, and metrics to choose from, it’s enough to make anyone want to stick their head in the sand like an ostrich! 🙈
But here’s the thing, friend – you don’t have to track ALL the things to start making data-driven decisions in your business.
In fact, trying to measure everything at once is usually a recipe for overwhelm (and we’ve got enough of that already, right?)
If you’re looking for a simple approach to marketing analytics that won’t overwhelm you, you’re in the right place – Let me show you how to get started measuring your marketing in a way that feels manageable and actually helps you grow your business…
But what is marketing analytics in simple words?
Marketing analytics is the process of collecting data in order to make more informed business decisions.
Marketing data are just pieces of information that allow you to see what is happening.
Before we dive in, let’s talk about why we’re taking a lean approach to marketing analytics.
While there are countless metrics you could track, performance measurement in service businesses doesn’t have to be complicated.
We’re focusing on the marketing measurement essentials that will give you the biggest impact.
Step #1: Install Google Analytics 4
Setting up Google Analytics is your first step toward understanding your marketing efforts.
The good news? It’s free!
While the setup process might feel a bit technical, once it’s in place, you’ll have access to valuable insights about:
- Where your website traffic is coming from
- What your most visited pages are
- Which marketing efforts are actually driving results
Google Analytics is one of the most fundamental examples of marketing analytics in action.
If the tech part of setting up Google Analytics scares you, click here for an easy tutorial!
Step #2: Set Up Google Search Console
Next up, one of the most overlooked data tracking tools: Google Search Console. I like to describe this as having a spotter in your marketing race – it helps you understand how people are finding you through search engines.
As part of a lean analytics approach, this powerful (and free!) tool allows you to:
- Learn which keywords your website is ranking for
- Understand if your pages are being indexed by Google
- Get a clear picture of your backlinks
To get started, click here and follow the easy set up instructions!
Step #3 Embed You Opt in Forms Directly on Your Website
If I had to guess, I would say that you probably already have some sort of opt-in forms set up for your business – whether it be for your freebie or newsletter subscription – and if I had to guess again, I would say that those forms are probably hosted on landing pages provided by your email provider.
Am I right? I’m only guessing this is because it’s a classic business owner move that I see all the time.
While there’s nothing inherently wrong with this, for simple marketing analytics that actually work, you want to make sure your forms are embedded directly on your website.
This step makes it easier to track where your leads are coming from so that you can understand your conversion rates from each source.
Step #4 Create Unique Thank You Pages
When it comes to ROI measurement techniques, this is one of my favorites!
Create different thank you pages for each of your landing pages or offers.
Right now, you might have a general thank you page that people are directed to when they opt in to your freebie, subscribe to your newsletter, etc. And again, while it definitely gets the job done, if you truly want to know which offers are converting and where those conversions are coming from, every single offer, freebie, etc. needs its own specific thank you page!
This allows you to measure the success of each offer individually.
Step #5 Use UTM Links
Now, here’s what I consider to be the real secret weapon when tracking your marketing data: UTM links! These are special tracking codes that you add to the end of your URLs that help you understand:
- Which platforms are driving traffic to your website
- Which specific posts or campaigns are working
- How people are finding your content
If you’re new to UTMs, they can feel a little overwhelming at first, but like all marketing analytic things, I’m here to make sure you feel confident with it all. Click here for a full rundown on UTMs, including what exactly they are, why you need them, and how to set them up!
Examples of Marketing Analytics in Action
Let’s look at how these tools work together in real life. While the average ROI for small business marketing varies, here’s what this might look like in practice:
- When you have Google Analytics installed on your website you can see where your traffic is coming from and what pages they are visiting
- When you have Google Search console installed on your website you can see which keywords are driving traffic to your website
- When you have your opt in forms and dedicated thank you pages on your website you can determine where your leads are coming from
- When you use UTM links you can get really granular about where your leads are coming from – even more so than just having opt-in forms and dedicated thank you pages.
Lean analytics means focusing on the metrics that matter most for your business.
Whether you’re looking at website traffic, lead generation, or conversion rates, the key is to keep your marketing analytics for solopreneurs simple and actionable.
Remember, you don’t have to implement all of these at once! This simple approach to marketing analytics is designed to grow with you.
Pick one step to focus on first – I recommend starting with Google Analytics – and build from there.
Need help getting these tools set up?
I have options!!
Most business owners are making decisions based on vibes rather than facts. With my free 5-Day Marketing Measurement Makeover you’ll be given one simple task each day, so that you can know exactly which marketing activities are driving results, which ones you can confidently stop doing, and how to spend your precious time, energy, and money on what actually moves the needle.
The Website Traffic Dashboard Template is for you if you just want to measure the basics, and you already have a handle on how to set up your marketing analytic tools yourself.
Is your marketing more complicated, with various funnels and platforms? The Custom Marketing Analytics Dashboard gives you the most visibility to what’s really moving the needle in your business.
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