What marketing analytics answers
- Which channels and campaigns bring customers, and at what cost?
- Where do visitors drop off before converting?
- Which audiences, messages and offers perform best?
- What is the return on each part of the budget?
Types of analytics
- Descriptive: what happened, such as traffic and sales by channel.
- Diagnostic: why it happened, such as a drop in conversions after a site change.
- Predictive: what is likely to happen, such as sales forecasts.
- Prescriptive: what to do, such as where to move budget.
Common tools
Google Analytics 4, Google Search Console, ad platform reports, CRM reports and dashboards in tools such as Looker Studio or Power BI. Reliable results depend on good tracking: conversion tracking, UTM tagging and consistent data.
Attribution
Customers often interact with several channels before buying. Attribution models decide how much credit each touchpoint gets, from last click to data-driven models. No model is perfect, so combine attribution reports with tests and common sense.