5 Key Tools to Analyze Your Marketing Campaigns

1. Heatmap tools to analyze visitor behavior on your various landing pages

To understand how visitors behave on your landing pages, there are heatmap solutions like Hotjar, Contentsquare or Microsoft Clarity, which allow you to view user sessions (anonymous) in real time. After several analyzed sessions, these tools are able to design heat maps based on user navigation and clicks. On the other hand, it helps you understand which items attract the most attention from your visitors. On the other hand, in the case of poorly performing landing pages, it can also help you understand which elements are the sources of friction.

2. Call tracking solutions to identify the best performing marketing campaigns

Are you setting up marketing campaigns that might lead to a phone call? You can then take advantage of call tracking tools that allow you to track all incoming phone calls, determine which marketing campaign led to the call, and thus identify the most profitable communication channels (Google ads, social networks, email, etc.). It is worth noting that call tracking solutions easily integrate with the applications that marketing and sales teams need: Google Analytics, Google Ads, Google Data Studio, HubSpot, Salesforce, Zapier, etc.

3. Web analytics tools to know the number of visits, clicks and conversions on your web pages

Web analytics tools make it possible to analyze a website’s audience in a global way, to understand the main acquisition channels (search engines, Google ads, social networks, newsletters, etc.) and also the most visited web pages. This also gives marketing experts the opportunity to see the number of clicks on the call-to-action of a web page, as well as the most visited web pages in real time.

Google Analytics is the most popular audience analysis tool, but there are many interesting alternatives: Matomo, Piwik Pro or AT Internet Analytics Suite.

Discover the best audience analysis tools

4. Email solutions to analyze the statistics of your marketing campaigns: open rate, clicks, A/B tests, etc.

Email solutions allow you to send emails to your entire contact base, but they also contain advanced statistics on your campaigns: open rate, click rate, bounce rate, interaction rate, unsubscribe rate, etc. You can link your email solution with CRM or Google Analytics for example, which then allows you to send more targeted marketing campaigns (customer segmentation).

Some email platforms also offer to set up A/B tests in your email campaigns. You can thus test two different versions of your email. Version A is sent to one part of your audience, and Version B to the other. Golden rule: It is preferable to test change one element: the subject of the email for example. Avoid testing too many changes because you won’t really know what elements actually had an impact on the performance of your campaigns.

See the best email tools

5. CRM software to get customized reports for your marketing campaigns

The main objective of CRMs is to manage the relationship with the customer. These are tools for salespeople, but they are also very exciting for marketing teams. In fact, some CRMs like Salesforce or HubSpot have marketing functions to generate leads and convert them into customers: online forms, marketing automation, chat bots, landing pages… The advantage is that it is then possible to analyze their marketing campaigns via highly completed and dashboards. Personal information, which makes it possible to determine the relevant improvements to be implemented.

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