In today's competitive environment, businesses cannot rely on intuition or chance - every action must be supported by sound data. Qualitative analysis of marketing activities allows you to better understand the needs and behavior of your audience, evaluate the effectiveness of advertising investments, and adjust strategies to achieve better results. The analysis helps to identify weaknesses and strengths, and allows you to respond to market changes and trends in real time. Without clear analytics, even the most expensive advertising campaign can be ineffective because it will be targeted at the wrong audience or will not meet their needs.

Data-driven decision-making requires reliable analytics tools that allow you to drill down into key metrics such as reach, clicks, cost per acquisition, and conversions. It is through analysis that you can find out what is working and what needs to be improved, thereby ensuring effective business development and increased ROI.

1. Google Analytics: Analysis of traffic and user behavior on the website

Google Analytics is the most popular tool for analyzing website traffic. Main features:

• Sources of trafficAnalyzes where users come to the site (search, advertising, social networks).
• Behavior on the siteTracking user actions, logout and login pages.
• Conversion analysisMeasurement of targeted actions, such as purchases or registrations.
• Multichannel waysTracking users' path to conversion, including from advertising and social media.

Google Analytics allows you to get a detailed understanding of how users interact with your website and make decisions on how to improve your advertising campaigns.

2. Google Search Console: Optimizing and monitoring SEO performance

Google Search Console helps to improve the visibility of the site in the Google search engine. Main features:

• Key words and positions: analysis of search queries that find the site.
• CTR in searchis the click-through rate of pages in the search results.
• Indexing and errors: tracking technical issues that affect search visibility.
• Analysis of the mobile version: evaluation of website performance on mobile devices.

This tool is indispensable for improving SEO optimization, as well as for understanding how organic traffic from Google search interacts with ads.

3. SEMrush: A comprehensive tool for SEO and advertising analysis

SEMrush - is a universal tool suitable for both SEO and paid advertising analysis. Functionality includes:

• Keyword research for SEO and advertising: identifies search queries with high potential.
• Competitor analysisComparing the performance of competitors' advertising campaigns.
• Website auditIdentifying technical errors and usability issues.
• Planning and optimization of paid advertising: evaluating the effectiveness and budgets of advertising.

SEMrush provides in-depth analysis of competitors and keywords to help you create effective, data-driven advertising campaigns.

4. Facebook Ads Manager: A tool for analyzing Facebook and Instagram ads

Facebook Ads Manager allows you to set up and monitor advertising campaigns on Facebook and Instagram. Its main functions:

• Analytics of advertising campaignsimpressions, clicks, cost per click (CPC), conversions.
• Audience and segmentationTargeting based on interests, behavior, and demographics.
• Optimization of ads: A/B testing to determine the most effective advertising.
• RetargetingDisplay ads to users who have already interacted with the brand.

Facebook Ads Manager allows you to flexibly analyze and optimize your advertising campaigns to achieve maximum efficiency on social media.

5. Meta Business Suite (formerly Facebook Insights): Analytics of Facebook and Instagram pages

Meta Business Suite - is a tool for analyzing brand pages on Facebook and Instagram. Main features:

• Audience analysisage, geography, interests of subscribers.
• Assessment of engagementlikes, comments, shares, activity.
• Post statistics: tracking the reach, interaction, and effectiveness of content.
• Recommendations for publication time: optimizing content for greater engagement.

This tool helps to understand the effectiveness of audience engagement and adjust SMM strategies based on analytics.

Using analytics tools such as Google Analytics, Google Search Console, SEMrush, and Facebook Ads Manager allows you not only to optimize marketing costs but also to build a successful brand development strategy. Analytics in advertising and SMM helps companies to understand their audience better, set up accurate targeting campaigns, and achieve specific business goals. We, the Dali agency, provide clients with comprehensive solutions, including detailed performance reports that allow them to see the full picture at any time and make informed decisions to improve results.

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Contact us, the marketing agency Dali, and get not only high-quality analytical reports, but also a team of professionals ready to help you develop an effective strategy for your brand development!