Reporting & Analytics | Data-driven Campaign Traffic Attribution

Marketing analytics and reporting are essential for tracking the results of your campaigns. If your agency isn’t digging into the data and sharing the insights you need to know, you have no way of knowing if your marketing and ads are hitting your goals – let alone your ROI.

Everyone has numbers. Most business owners feel like they’re drowning in data every time they speak to marketers. The question is: Does your agency track what counts and report what you need to know?

At Twelve Three Media, we keep score and report on the metrics that matter. Our team is driven by data. We know how to precisely track the results of a wide range of campaigns and ensure that they align with your business objectives.

Too many agencies overwhelm clients with generic reporting data. Our Marketing Analytics and Reporting Experts are committed to your success, and we tailor our analysis and reporting to the insights you need to know.

How We Do
Analytics and Reporting

At Twelve Three Media, our Three Pillars of Success guide all of the marketing and advertising work we do for our clients.

.01Plan

Every win begins with a tactical blueprint. Before any wireframes, social posts, or ad buys, we tailor a unique strategy for market dominance.

.02Target

Our ability to identify and zero-in on your ideal customer is more sophisticated than ever. We don’t gamble. We target.

.03Validate

Data is more than just raw, measurable information. As digital marketing professionals, it is our lifeblood. Data guides our decisions, proves our value, and validates your investment.

Analytics and reporting encompasses the all-important third pillar. Validation consists of delving into the data to determine if (a) our plan for your campaign(s) has worked and (b) the audience was properly targeted. If conditions (a) and (b) are satisfied, we expect to see results that align with the client’s business goals.

We make no assumptions in our marketing strategies and tactics. Decisions are based on hard data we freely share with our clients. Furthermore, unlike most agencies, we take the time to explain the data and put it in context so you fully understand the performance of your campaigns and how your money is being spent.

Conversion optimization is a major focus of our services. We are able to optimize marketing and advertising strategies to maximize results because we integrate analytics data into all aspects of what we do.

What Does
Analytics and Reporting Tell You?

Every campaign has a different objective. Each unique objective should be broken down into one or more KPIs. Your agency should customize reporting to fit your goals, not try to baffle you with 🐮 💩.

When investing money to market your business, it’s crucial to track and measure the success of your efforts. You need to know what’s driving your leads and how well you convert those leads into sales. If your marketing campaign decisions are not driven by data, you’re just guessing.

Data provides insights, but it demands knowledgeable interpretation to understand what the rows, columns, charts, and graphs really mean. Our team cuts through the noise to deliver real, actionable tactics for key elements of your digital strategy.

What Marketing Reports
Do I Need?

There are a host of different analytics tools and programs that report results for all kinds of digital campaigns. Unless you look forward to receiving a 100+ page marketing report every month, your agency should focus on the specific data points and results that directly relate to your goals and your bottom line.

Analytics and tracking are crucial to your marketing success. But, if you can’t pivot and adapt to what the data tells you, you’re just spinning your wheels. As a full-service digital marketing agency, we can help you implement all of our recommendations.

There are three basic types of campaigns businesses run:

Awareness
Nurture/Remarketing
Direct Response

Which type of campaign you run depends on where the customer is in the buyer’s journey (top funnel, mid funnel, or bottom funnel). Each tactic has its own set of KPIs to track.

Ultimately, the reports you need depend on the marketing tactics and channels you use. Our team reports on each of the key metrics for your campaigns.

Awareness

It is important to understand that awareness campaigns do not generally result in leads and sales. Rather, the goal is to raise awareness of your brand among customers who are at the top of the funnel (i.e., those who are just starting to identify their needs and pain points).

The metrics your agency should track when it comes to awareness campaigns depend on your marketing tactics:

Search Engine Optimization (SEO)

SEO helps you raise awareness of your business through online search. Done well, users will be able to identify your business as an option as they start exploring products and services.

Key metrics for SEO awareness campaigns include:

Organic Sessions (i.e., are you showing up in search results?)
Local Organic Traffic (i.e., are the sessions local to your location?)
Average Session Duration (i.e., dwell time)
Click-Through Rate (CTR) (signals the searcher’s intent)

Social Media

Organic social media marketing is all about raising awareness of your business on the most popular platforms and building an audience. Key metrics include:

Follower Count (i.e., the number of followers you have on a given platform)
Reach (i.e., how many people see your posts)
Engagement Rate (i.e., how many people interact with your posts (commenting, sharing, promoting, etc.))

Social Media Ads

Just about everybody has at least one social media account. Despite their organic reach, the top social platforms are a pay-to-play space that demands investment to stand out from the crowd.

The following social ad campaigns can help you build awareness:

Video Ads. Key metrics include:
- Engagement Rate Ranking (Ad relevance diagnostics analyzes your ad and rates it according to the expected engagement rate. Engagement includes all clicks, likes, comments, and shares. Your ad is ranked against ads that compete for the same audience – above average, average, or below average.)
- Reach (i.e., how many people saw your ad)
- Impressions (i.e., how many times your ad was viewed)
- Frequency (i.e., how many times on average people saw your ad; ads should not be served too frequently, as this can put off users)
- Video Completion Percentage (i.e., how much of the video users watched)
- User Location Report (i.e., where the ads were served)
- Consumer Sentiment (i.e., did the ad generate comments, and were they positive or negative)
- Demographics
- Clicks (i.e., are people interested in what you are saying?)
- CTR (i.e., if you have a click campaign, are users taking action?)
Boosted/Promoted Posts. Organic is no longer enough to get seen on social. To earn engagement, you need to invest in reaching your audience. Key metrics include:
- Engagement Rate Ranking
- Reach
- Impressions
- Frequency
- Video Completion Percentage (if the post was a video)
- User Location Report
- Consumer Sentiment
- Demographics
- Clicks
- CTR

TV and Video Marketing Ads

Both traditional television commercials and video ads on multiple devices and platforms are great ways to raise awareness of your business. Key metrics to track awareness for video and TV campaigns include:

Placements (i.e., where the ads ran)
Units/Impressions (tracked by TV networks, spot cable, and online platforms like Hulu)
Demographics
Video Completion Percentage (digital video only)

Product Marketing/Merchant Ads

Google and other platforms provide solutions for businesses to promote their products. Metrics that need to be tracked for merchant ads and product marketing campaigns include:

Impressions
Search Terms
Clicks
CTR

Email Marketing

Marketing emails are a powerful, highly effective way to raise awareness of your business. As you build your database, you should be tracking:

Open Rate (i.e., the percentage of users who open your emails when they land in their inbox)
Click-Through Rate (i.e., the percentage of users who clicks links embedded in the email)
Unsubscribe/Opt-Out Rate (i.e., the percentage of users who unsubscribe from your marketing emails)

SMS Marketing

Just about everyone is glued to their cell phones. Short message service (SMS) campaigns harness the power of text messaging to make customers aware of your brand right on their favorite devices.

Key metrics for SMS marketing are:

Open Rate
Click-Through Rate
Unsubscribe/Opt-Out Rate

Nurture/Remarketing

In a crowded marketplace, companies have to work to earn a potential customer’s business. Nurture campaigns are the marketing and advertising strategies designed to engage prospects when they are in the middle of the funnel. Ultimately, the goal is to nudge them toward making a purchase.

A host of digital strategies support remarketing, or getting in front of users who have engaged with your business by visiting your website, connecting with you on social media, etc. No matter the tactic or tactics you employ to nurture customers, there are multiple key metrics your agency should be reporting:

Email Marketing

Targeted emails foster a relationship and sense of connection with customers who are mid-funnel. Metrics you need to track for nurturing email campaigns include:

Open Rate
Click-Through Rate
Unsubscribe/Opt-Out Rate