Essential Analytics Setup to Track Your Digital Marketing ROI

Without proper tracking, it is impossible to know which digital marketing activities are actually growing your business and which are just consuming budget. A basic analytics setup gives you clarity on where your visitors come from, what they do on your site and how many turn into leads or customers. With this data, you can double down on what works and cut what does not, instead of guessing based on likes or impressions.​

Start by installing a web analytics tool, such as Google Analytics, on every page of your website and verifying that it is receiving data. Set up conversion goals that match your business, like form submissions, calls from the website, WhatsApp clicks or online purchases, so you can see real outcomes, not just traffic. Use UTM parameters on your campaign links for email, social media and ads, which lets you identify exactly which post or ad generated a lead.​

Next, look at a few key metrics each week instead of drowning in every possible report. For small businesses, useful starting points are organic traffic growth, top landing pages, cost per lead from paid campaigns and leads by source. Combine this with local insights, such as how many people are calling or requesting directions from your Google Business Profile, to understand your full funnel. Over time, you can add more advanced tools like call tracking, heatmaps or marketing dashboards, or work with a performance-focused agency like Intellana to build a reporting system that your team can easily understand and act on.​Write your text here...