marketing analytics tools

Three Marketing Analytics Tools Your Business Needs In 2022

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1. Google Analytics

Google Analytics is a free tool that tracks your website traffic and provides helpful reports that can be used to improve user experience and content on your website. It helps you better understand how people are using your site, what they like, what they don’t like, and how much time they are spending on each of your pages.

How can this analytics tool help my business?

Audience Reports

These reports will provide you with insight into your audience demographics such as age and gender, their geographic location, characteristics, interests and so much more.

You can use these types of reports to identify, compare and track different audience segments and pinpoint what types of technology (mobile, computer browser, etc.) they use so that you can fine-tune your website to work better for them.

Acquisition Reports

Acquisition Reports are used to identify where your users are coming from and how they arrived at your website. The analytics overview covers details such as what channel they are arriving from including organic search, direct, referral traffic, social media, or other locations.

Along with this information, the acquisition review will include conversion details for each source. If you have your goals set up, the acquisitions overview report can tell you how well each of these channels drives conversions. This data can be used to figure out where your biggest traffic sources are coming from and give you direction on where to spend your time and money.

Behavior Reports

Google Analytics behavior reports tell you what actions your users are taking on your website, what they are interacting with, and how much time they spend. This data can also provide you with the details of how they are moving through your website.

For example, if a user enters your website from the homepage, the data can tell you what link they clicked on, what content they interacted with such as watching a video or filling out a form.

This can give you valuable insight into your marketing funnel. If you’ve created a marketing funnel to convert a lead to a sale, you will be able to determine whether or not the system is flawed by identifying where a user may drop off. From there, you can take a closer look at where you’ve lost the prospect, and how you can improve that page or step to lead them to where you want.

Conversion Reports

Conversion reports are considered the most valuable reports for many businesses. This is because the data provides you with information on how well your website is performing in order to meet a specific goal.

Let’s say a ‘conversion’ for a specific campaign is for a user to fill out a ‘contact us form. The reports can tell you what channel brought them to your website, what steps they took in order to lead to that conversion and how much time they spend on each page. These reports can also be customized and created for many different goals that your business is trying to reach.

2. Google Search Console

Google Search Console is another free service offered by Google that can help your business track and troubleshoot your website’s presence in the search results pages.

How can Google Search Console help my business?


The performance section of Google Search Console offers important information regarding the search results that are leading users to your website. It offers metrics including:

  • What search queries are being used that show your website
  • Clicks and Click-through-rate
  • Impressions
  • What devices users are utilizing
  • What countries they are coming from
  • When it’s occurring


The index coverage section provides you with details on website pages that are being indexed and identifies if there are any problems that have been found.

It also provides a ‘Sitemaps’ section where you can submit a new sitemap and a ‘Removals’ section where you can request to have content urgently removed from Google Search.


The Page Experience report offers a summary of the user experience on your website. It offers insight into the core web visuals and will identify if there are any failing URLs or Mobile Usability issues.


This section provides an overview of your structured data and of rich results coverage such as logos, events, products, and recipes. The reports can provide you with important information such as whether or not Google found your property or if there are any errors that need to be addressed. This information helps businesses monitor and improve them.

3. Ahrefs

Ahrefs is a valuable webmaster tool that is used by businesses, individuals, and marketing professionals as a Search Engine Optimization (SEO) research and analysis tool. The reports and data provide valuable data that is used to guide website owners towards improving their SEO.

How can Ahrefs help my business?

Site Explorer

The Site Explorer is one of five core tools used to view details such as:

Backlink Profile

The backlink profile provides details on all of the do-follow and no-follow backlinks that are referring to the URL, subdomain, or subfolder that is searched. This can be filtered to fit a specific timeframe, referring page, target page. This can be used to check out your competitor’s back-linking strategy or analyze your own to come up with new approaches.

Organic Search

This section includes detailed information on organic keywords, top pages, subfolders, subdomains, competing domains, pages, and content pages. This can be used to improve your organic search rankings by improving your design, copy and user experience based on the data that you analyze.


This report will rank pages of your website based on the number of incoming links from other websites. This can be helpful to identify what pages on your website are bringing in the most links and which ones could be improved to attract more traffic.

Paid Search

This section provides reports that show keywords that a target website or URL ranks for in paid search results. This can be helpful to identify if your competitors are using paid search ads and if so, what keywords they are trying to target.

Keyword Explorer

This is one of the best tools to use in order to find organic keywords that will improve your site’s SEO. By using the Keyword Explorer tool you can search for words that you are already ranking for (or keywords that you want to rank for) and this tool will identify matching keywords, related keywords or suggested keywords that you can pick and choose from.

The report offers metrics that you can filter by region or globally on search volume, clicks, cost-per-click and provides the ranking difficulty number (from 0-100) which provides you insight on how hard it might be for your content to rank high for that specific search term.

Site Audit

This tool offers an extensive review of the overall health of your website. The audit crawls all pages on your website and shares the health score, key data, errors, and recommendations on how to fix them.

This audit can be customized to either include or exclude certain features of the website in order to create the report faster for large websites or for users who are only looking for specific information.

Rank Tracker

Rank Tracker allows you to set up and monitor a website’s Google Rankings on desktop and mobile across different countries. The unique reporting features allow you to visualize your keyword ranking over time and compare it to your competitors.

Content Explorer

This tool gives you access to billions of pages of content and allows you to discover top-performing content in your industry. You can find the most popular articles and websites and sort the results by organic traffic, domain rating, traffic value, social shares, and more.

Wrapping Things Up

Now that we’ve gone through these marketing analytics tools, you’re probably wondering where to get started. It’s important to understand that learning how to best utilize these tools can be overwhelming and can take some time. You might just want to leave it up to the professionals to get the job done right.

If you do need strategic consultation or SEO services to guide you in the right direction, Little Dragon Media is here to help. Contact us today to learn more.