4 essential small business tools for marketing analytics

Digital360 on 20 June 2017

If you work in a small business, keeping on top of your marketing strategy is not easy. New marketing analytics tools pop up every day, and it can be tricky figuring out which to try – and which to trust.

If you want to manage your own web and business analytics, here are the best tools you can use to improve and optimise your marketing strategy.

1. Google Analytics

Website analytics | Free

When it comes to web analytics, Google Analytics has covered all bases. You can easily keep track of visitor behaviour – such as how much time they’ve spent on your site, the number of pages they’ve visited, and their location. This data helps you work out how well your site has been optimised, and how effectively you’ve targeted your audience.

You can also monitor your acquisition data. This means the specific sources of web traffic, be it from 'organic' search, your email campaigns, or from social media. And by combining Google Analytics with AdWords, you can analyse PPC data when running a paid search engine campaign.

Conversion data will also show you how effective your marketing strategy is. It’ll tell you which of your pages are the most successful from a conversion point of view, and the steps each visitor took to make that conversion. Google’s Tag Manager can also step in here, providing you even more in-depth conversion insights by tracking user behaviour on specific page elements.

2. Facebook Business Manager

Social media analytics | Free

If your business is advertising on Facebook, you might be familiar with Facebook Business Manager. It offers you all the basics, from page management to campaign setup, in the one tool. You can monitor the performance of your posts, and keep track of your most engaging posts.

Inbuilt to Facebook Business Manager, is Audience Insights – a powerful way to understand your social media audience. This marketing analytics tool gives you a precise breakdown of audience demographics and interests. You can also monitor user activity to keep track of your followers' activity.

Like Google Analytics, Facebook Business Manager is an advanced tool that can be intimidating and confusing for those unfamiliar with digital marketing. But keeping on top of this data is essential to understand your audience and the effectiveness of your content marketing and social media strategy.

3. Campaign Monitor

Email marketing and analytics | Paid with free trial

Campaign monitor is one of the top email marketing platforms out there. Its software integrates with Google Analytics, providing insight into your campaign’s overall success. You can closely track your click-throughs, conversion rate, social media shares and site traffic. Campaign Monitor also tells you where your subscribers are based – helpful if your goals include international reach.

Beyond Campaign Monitor, email marketing companies like Aweber and MailChimp also feature marketing analytics tools.

A breakdown of email marketing companies.

 CustomisationPopular IntegrationsBasic costSupport
Aweber Limited:
Subscriber information.
Facebook, WordPress, LeadPages, PayPal, Shopify. $19 per month
(500 subscribers, unlimited emails)
Live chat, email, phone, webinars, tutorials.
Campaign Monitor Extensive:
Build-able templates, customisable HTML, logos and headers, colours and fonts, spacing.
Facebook, Salesforce CRM, Shopify, WooCommerce, Xero. $9 per month
(500 subscribers, 2,500 emails)
24/7 email and forum support. Phone support only for premier users.
MailChimp Medium:
Colours, images, buttons, custom fields.
Facebook, WordPress, Shopify, Magento, Eventbrite. Free
(Up to 2,000 subscribers, 12,000 emails)
24/7 email and live chat support.

Read more about email marketing for your business here.

4. Avanser

Call tracking and analytics | Paid

Avanser is an Australian analytics company, specialising in call tracking that integrates with Google Analytics. This means each lead that calls your business can be tracked back to its source – be it ‘organic’ or paid search, via a website referral or from social media. This data tells you which of your campaigns are the making the most conversions, and where you should focus your marketing efforts.

Avanser also tracks call trends, providing weekly and monthly – even hourly – reports. It tells you where your callers are based and the duration of each call, meaning you can make an informed decision when it comes to future campaigns. The call recording feature also means that calls can be monitored. This is a great tool when it comes to training new teams or improving a sales team.

And as an Australian analytics business, Avanser comes with the benefit of offering local, real-time support.

Marketing analytics and your business

When it comes to optimising your website and digital marketing campaigns, these small business tools are fantastic resources to get you started. However, mastering each and every one on top of running your business is no easy task.

It's a challenge to train yourself and your team in the latest in digital marketing analytics, let alone make sense of the data. Depending on the size of your business, you may also need access to web development, design and optimisation expertise to put analytics insights into action.

If you need marketing analytics expertise, look no further than website optimisation with a best-practice digital agency.