After writing ‘Measuring Success: 10 Metrics to Consider in Advertising,’ it became clear I needed to cover the tools to get those metrics. This article discusses the essential tools to measure success. It is not an exhaustive list of all the tools that can be used as there are many alternatives to the tools mentioned here.
Here are 5 essential tools that can help you effectively measure success in advertising regardless of what success means to you:
1. Platform-Specific Analytics
Platform-specific analytic tools provide in-depth insights into content performance and user behavior within a particular platform. These tools focus on the unique metrics and algorithms of the platforms. Platform specific analytic tools include:
Social Media Analytics
Facebook Insights, Twitter Analytics and TikTok Analytics are prominent among social media analytic tools. They are used to track engagement metrics like likes, shares, comments, reach, and follower demographics, helping users understand content performance and audience behavior specific to the platform.
Video Platforms Analytics
YouTube Analytics and Vimeo Analytics take the lead here. These tools focus on metrics like watch time, audience retention, traffic sources, and viewer demographics, helping creators optimize video content.
E-commerce Platforms Analytics
Amazon Seller Central Analytics, Shopify Analytics, etc provide data on sales, customer behavior within the store, product performance, and advertising effectiveness, tailored to the platform’s specific sales funnel.
Email Marketing Platforms Analytics
Email marketing analytics is the process of measuring and analyzing the performance of your email campaigns. It provides metrics like Open Rate, Click-Through Rate (CTR), Conversion Rate, Bounce Rate, Unsubscribe Rate, etc.
In terms of analytics, most email marketing platforms provide the same metrics.
2. Website Traffic Analytic Tools
Website traffic analytic tools are essential tools in measuring success. These tools are essential for understanding how users interact with your online presence. These tools gather and analyze data about website visitors, providing valuable insights that can inform marketing strategies, improve user experience, and drive business growth.
With these analytic tools, you can identify where your website visitors are coming from, monitor user behaviour on the website and measure important KPIs like conversion rate to determine the effectiveness of your online efforts.
The best tool for website traffic analysis is Google Analytics. Google Analytics is a free and effective tool. Did you just say yeah, right? I know it’s almost impossible to find a tool that is both “free” and “effective” but trust me, Google Analytics is that tool.
3. Webmaster Tools
Webmaster Tools are tools provided by search engines to help website owners manage and optimize their sites for search.
With the right webmaster tool, you can:
- Provide search engines with a map of your website
- Monitor how many of your pages are indexed
- Track your website’s performance in search results, including clicks, impressions, and keyword rankings
- Identify and resolve technical issues that may hinder your site’s performance, or issues that prevent search engines from crawling your site
The top webmaster tools in the world are Google Search Console and Bing Webmaster Tool, and that is because Google and Bing are the top search engines in the world.
You should consider Yandex Webmaster Tool and Baidu Tool if you live or do business in Russia and China, because the Yandex search engine is quite popular in Russia and Baidu search engine is popular in China.
4. Customer Relationship Management (CRM) Systems
A Customer Relationship Management system is a vital tool for measuring business success. With a good CRM, you can:
- Centralise customer interactions and data
- Gain valuable insights into sales performance, customer satisfaction, and marketing effectiveness
- Track key metrics like conversion rates, customer lifetime value, and churn rates
- Identify areas for improvement and optimise strategies.
- Make informed decisions, leading to enhanced customer relationships and increased profitability   Â
Salesforce, Hubspot and ZohoCRM are the leading CRMs in the world.
5. Survey and Feedback Tools
Survey and feedback tools are essential for gathering insights and data from target audiences. They enable you to collect opinions, preferences, and experiences, which can inform decision-making, improve products or services, and enhance customer satisfaction.
The best survey and feedback tools include SurveyMonkey, TypeForm and Google Forms.
