Measuring the effectiveness of a marketing campaign is the biggest challenge the organizations are facing today. Many marketing professionals have the wrong perception of digital marketing analytics that it is all about visitors count, CTR, bounce rate, traffic, page views, etc. This all is web analytics. Web analytics is just a part of digital marketing analytics. Marketing professional needs better insight on the impact of marketing campaigns. They need visibility in the funnel from an impression, interactions, click to conversions- complete buyers’ journey.

It’s important to understand where to invest, which campaigns are doing well, what ad types are working for organization, is it text, image or video, which geography can drive more revenue, which keywords have better strength, which digital marketing platforms are working well and how to make the campaign bid strategy actionable and return on investment (ROI) driven.