Ignoring Your Marketing Analytics Could Be Costing You: How to interpret statistics to create tangible results

Recently I've had a few concerning conversations with people who aren't interested in looking at their marketing statistics.

I understand that for most people spending time analysing your stats might seem a bit boring or even pointless…

Especially when you’re trying to scale your business and increase your profits because you probably want to focus on what else you can be doing to increase your marketing efforts.

But the truth is that running successful marketing campaigns is all about the details.  

You need to be focusing on the stats to help you determine what you need to change, improve or keep the same in your next campaign.

Looking at the stats of previous marketing efforts can also give you a really clear direction on what new thing to try and where to go next.

So, if you’re someone who tends to avoid looking at your stats or doesn't understand why they are important to analyse, you're in the right place.

In this blog, I'm going to break down everything you need to know about marketing statistics with examples of how you can interpret them in a way that's going to give you more direction in your business.

Why tracking your marketing activity is a must

Tracking your marketing statistics is important for so many reasons but one of the biggest is simply to check whether or not what you are doing is working!

Because if it isn't working, there’s no point in continually spending your time and effort on it.

By analysing whether a campaign or marketing tool has had a significant and positive impact on your business, you’ll be able to determine whether to continue with what you’re doing, whether you need to make changes to improve the results or whether you need to change course completely.

If you want your marketing campaigns to be successful you must be regularly checking in on your marketing statistics.

Looking at things like impressions, reach, click-through rates and engagement across all types of marketing channels and platforms can provide so much insight into what you need to be doing to better capture the attention of your audience and convert them into clients.

How you can use your statistics to improve your marketing 

If you're new to analysing your statistics to improve your marketing it can feel a bit overwhelming.

Knowing where to start or how to interpret them in a way that gives you tangible actions you can take to improve what you're doing can be tricky. 

So I'm going to break down three examples to give you a bit of guidance and idea of what you can look for and how this can impact your wider marketing strategy.

Example 1: Social media - Lots of impressions, but no engagement 

If you've got a lot of followers on social media but when you look at your content statistics you realise that although you’re getting a lot of impressions you aren't seeing a great engagement rate, this could indicate that the content you’re sharing isn't hitting your audiences pain points or speaking to the transformation they want enough for them to engage.

So you might want to change up your messaging and see if this improves the engagement rate for your content.

A high follower count but low engagement could also indicate that you need to switch up the type of content that you're putting out.

So if you've only been posting reels, maybe you could try introducing some carousel posts or some stories and see if that helps increase the engagement on your account.

Example 2: Email Marketing- High open rate, low click-through rate

When it comes to your email marketing there are lots of different statistics you can look at, but two of the most important are open rates and click-through rates.

If you’re regularly sending email newsletters and are noticing that a lot of people are opening them, that's a great sign that your subject lines are intriguing enough to make people want to read what's inside the email!

However, if your email open rates are high but the click-through rate is non-existent, that might indicate that your subject line doesn't relate enough to the content or that the actual content of the email doesn't provide enough value or direction for people to want to follow the call To Action you are asking them to.

It could also be an indication that although your emails are engaging, you're not nurturing your audience enough through the different stages of the buyer journey. 

Example 3: Paid ads- High cost-per-conversion 

Paid ads offer so much insight into how your audience is reacting to and engaging with the adverts you are sharing.

If you notice that your cost per conversion is really high then you want to start thinking about what you can do to bring that overall cost down.

This could be as simple as making little tweaks to the copy or the creative or it could be something bigger like looking at what ads lead to what conversions and leaning into the most popular products or services that people are buying through your Ads.

The takeaway

Your marketing statistics give you incredible insight into what you are doing well and what you can improve.

Once you know this, you can quickly elevate your marketing to achieve more success in your business.

If you want more guided marketing advice and help in analysing your statistics so you can look at what direction you need to take next in a more strategic way, I can help you fully analyse all of your marketing to make sure you're doing everything you can to increase your visibility and your profits.

Click here to find out more about my VIP marketing sessions and let's improve your marketing!