Digital analytics has been conveying the message for many years that classic web analytics is not sufficient anymore for fulfilling the needs of today’s modern businesses.

After the rise of smartphones, many smart devices have also become part of our everyday lives to a greater or lesser extent. Whether it is an app on a smart watch or a smart display device, it’s important to have data on how users use these apps. All this has outgrown the web by today: now we don’t just want to measure webpages (well).

Digital Analytics today

The use of Google Analytics is commonplace especially in SMEs, but also in large corporations, and, in addition to being free of charge, the range of available features is still an unquestionable business advantage for all such businesses. At the same time, however, a number of emerging products have appeared on the market in recent years. For example, Matomo Analytics could be an alternative, though it does not fully cover the capabilities of Google Analytics with its features, the primary goal when designing the system was to facilitate the transition from the popular Google product.

However, there are a number of “target tools,” analytics tools that are specifically designed to meet certain needs, but in much more depth than most generalist tools. Hotjar, Mouseflow, Kissmetrics, or Mixpanel can be a great addition to the part of a complex online strategy that analyses the effectiveness of websites.

Google Marketing Platform

At large corporations, several products of the Google Marketing Platform provide efficient help to fully leverage digital analytics.

Firebase mobile application measurements

In a mobile and smart application environment, Firebase tools offer a lot of opportunities not only for analysis, but also for growth: with the right amount of data, we can achieve even more significant revenue growth with well-targeted push messages, predictive analytics and targeted in-app promotional messages.

Analytics in the world of performance marketing

The success of a well-functioning campaign goes beyond properly tuning your advertising systems. It is important to set goals, bring visitors to our website for a reason. That is, it is not the number of visitors that matters, but the quality of the visitors who come to the site.

Quality can also be measured by the number of purchases, the number of leads, or other ways: micro conversions can also be used to measure the effectiveness of content where the number of major conversions does not allow you to make quick decisions.

The more channels we communicate through, the more important it is to gather the information in one place instead of each system’s own separate data so that we can evaluate the actual performance of each channel in that one place with appropriate weighting. Depending on complexity and financial capabilities, this could be a few well-configured Google Analytics reports, a more transparent Google Data Studio dashboard made thereof using our company’s brand elements, or even a cloud data warehouse where we gather the data into a Google BigQuery project.