The technology comprises techniques and tools to collect, measure, analyze and interpret data from interactions such as website visits, ad clicks, social media engagement and conversions.
This allows you to better understand your target audience, identify trends, evaluate the success of campaigns, and adjust strategies as necessary to maximize your return on investment (ROI).
Learn more about digital analytics tools and discover the most relevant metrics for different campaigns and the financial market.
Digital analytics tools
Check out three digital analytics tools widely used in Brazil, which help companies monitor, analyze and optimize their digital presence:
Google Analytics
Google Analytics is recognized as the most widely used digital analytics tool by companies of all sizes, from small startups to large corporations.
Its popularity is largely due to its ability to monitor traffic and engagement on platforms such as websites and apps in detail.
Among the data evaluated are the origin of visitors, whether through organic search, paid media, social networks or other reference channels, in addition to the behavior of users within the website, such as the most visited pages, average time spent and navigation paths.
Google Analytics also provides accurate data on conversion rates, which indicate how successful a page or campaign is in achieving its objectives, such as sales, lead generation, signups, or other defined goals.
The tool allows you to set up custom goals to track specific events, such as button clicks, video views, or file downloads. This level of detail allows businesses to identify areas for improvement in the conversion funnel, adjust their content strategies, and optimize campaigns to improve overall performance.
RD Station
Developed in Brazil, RD Station is an automation tool that stands out for offering a complete digital analytics solution for managing digital marketing strategies.
The platform includes robust analytics features, allowing companies to track the performance of their email marketing campaigns, landing pages, social media, paid ads and other actions.
RD Station offers a wide range of detailed reports that allow you to gain a deeper understanding of your campaigns’ Return on Investment (ROI), analyzing the performance of each action at different stages of the sales funnel. It also allows you to create customized automation flows that optimize conversion and lead nurturing, increasing the effectiveness of your inbound marketing strategies.
Another notable feature is the integration with several other tools, such as CRMs, e-commerce platforms and social networks, creating a complete marketing ecosystem that enhances lead generation and increased sales.
Semrush
Although it is widely recognized as one of the leading SEO tools, Semrush is also widely used in Brazil for its comprehensive digital analytics capabilities.
With features that go beyond traditional SEO, Semrush facilitates website auditing, backlink analysis, market research, and brand monitoring, providing a 360-degree view of the competitive environment.
One example is the use of the Trends feature, which provides estimates of a website's desktop and mobile traffic, allowing for the creation of benchmarks, study of the landscape of a market or niche, analysis of competitors and other factors.
The tool also provides valuable insights into paid media campaigns, such as Google Ads, and social media performance, helping companies better understand the impact of their multichannel strategies.
Overall, the tool has powerful resources for professionals to develop more informed and effective digital marketing strategies, based on detailed and accurate data, resulting in more assertive decisions and highly competitive campaigns.
Essential digital analytics metrics for any campaign
Conversion rate
Conversion rate indicates how successful a website or marketing campaign is in converting visitors into customers or leads.
A high conversion rate usually means that the content, offer and design of the website are well [https://dbtodata.com/uk-whatsapp]uk number for whatsapp[/url] aligned with the expectations and needs of the target audience.
By monitoring this metric, companies can identify which communication channels are performing best and, consequently, allocate resources more efficiently.
To optimize performance, you can A/B test landing pages, adjust the text of calls to action (CTAs), or improve the usability of a website.
Time on site
Time on site is a key engagement metric that indicates the level of interest and relevance of content to visitors.
A high average time spent typically suggests that visitors are actively interacting with the content, navigating through different pages, and potentially moving further down the conversion funnel.
On the other hand, a very low dwell time may signal that the content is not meeting visitors' expectations, or that the site is facing usability and navigation issues that hinder the user experience.
To improve this metric, companies can enhance the quality and relevance of content, simplify website navigation to make it more intuitive and user-friendly, and implement strategic internal links that guide users through a clear and efficient purchasing path.
Bounce rate
The metric indicates the percentage of visitors who access only one page of the website and leave without performing any other interaction, such as clicking on links, navigating to other pages or performing specific actions, such as filling out a form or completing a purchase.
A low bounce rate generally suggests that visitors are finding content relevant and engaging, leading them to explore more pages and engage more deeply.
On the other hand, a high bounce rate can be a sign that visitors aren’t finding what they expected or are having a poor experience. This could be due to irrelevant content, usability issues, slow loading times, or an unintuitive design.
It’s important to recognize that a high bounce rate isn’t always a bad thing. On blogs, article pages, or contact pages, visitors can find all the information they need on a single page without having to navigate to other pages. In these cases, a high bounce rate may simply indicate that visitors are satisfied with what they found.
In situations where the metric indicates problems, some procedures can be carried out:
Make sure the content on your page is relevant to your target audience and matches your users' search intent.
Optimize titles, meta descriptions, and content to be clear and engaging.
Make sure landing pages are well-designed, with clear content and a compelling call to action that aligns with what was promised in the ad or link that brought users to the page.
Encourage visitors to explore your site further through relevant internal links and well-placed CTAs that direct them to other interesting content or related products and services.
CLV (customer lifetime value)
CLV (customer lifetime value) estimates the total amount a consumer spends with a company during the entire period in which they interact with it, whether purchasing its products or services.
The metric helps companies understand the profitability of their customers, enabling more strategic decisions about acquisition, retention and loyalty.
Customers with a high CLV can be targeted with more personalized loyalty campaigns, rewards programs, or exclusive offers. On the other hand, customers with a lower CLV can be encouraged to increase their purchase frequency or the amount spent on each transaction.
To increase CLV, companies can improve customer service, encourage purchases through loyalty programs, develop re-engagement marketing campaigns and exclusive promotions, and maintain an ongoing, positive relationship with target audiences through regular, personalized communication.
CTR (click-through rate)
CTR indicates the percentage of people who click on a specific link out of the total number of people who saw that link (i.e. impressions). The metric measures the effectiveness of an ad, link, or call to action.
It is an indicator used in paid advertising campaigns, such as Google Ads or social media campaigns, to evaluate the performance of ads and determine which ones are generating the most engagement.
A piece of communication with a high CTR is relevant and compelling. A piece of communication with a low CTR may suggest that the message, design or targeting is not effective and that adjustments are needed.
CTR is also relevant for search engine optimization (SEO) as it can indicate the relevance and attractiveness of a meta description and title on search results pages.
In email marketing campaigns, the CTR shows the effectiveness of the campaigns, indicating how many recipients clicked on the links inserted in the emails.
Fundamental digital analytics metrics for the financial market
Assets under management (AUM)
The metric describes the total value of assets that a financial institution manages on behalf of its clients. These assets can include a variety of financial instruments, such as stocks, bonds, mutual funds, real estate, among others.
A higher AUM usually indicates that an institution has a large client base, diversified investments, and a solid performance track record, which can attract even more investors. Many asset managers charge management fees based on AUM, so the higher the AUM, the more potential revenue the firm can generate.
AUM may vary due to a number of factors, including:
Market movements, such as rises or falls in stocks and other assets,
New deposits, additional investments from existing clients, and withdrawals of funds. An increase in target audience acquisition or asset retention contributes positively to AUM growth.
In some cases, income and dividend distributions may temporarily decrease AUM, especially if such income is not reinvested.
AUM can be reduced by client withdrawals and redemptions. If such actions happen en masse, it may indicate problems such as poor management or crises of confidence.
Mean time to resolve ( MTTR)
MTTR measures the average time required to repair a system, device or component after a failure or incident, from the time the problem is identified until full restoration of normal operation.
It is a metric primarily used in IT (information technology) service management and maintenance, infrastructure engineering and operations. It encompasses problem detection, diagnosis, repair or replacement, and testing and verification.
And since time is money in the financial market, even a brief interruption in trading systems, exchange platforms, or payment systems can result in significant losses, lost trading opportunities and impacts on customer confidence.
Customers of banks, brokerages, and other financial institutions depend on continuous and reliable access to their accounts, trading platforms, and other services. A reduced MTTR improves the customer experience and maintains confidence in the institution’s ability to provide uninterrupted services.
Net Promoter Score ( NPS)
With NPS, the financial institution measures the level of customer satisfaction and loyalty. Through this metric, customers can be identified in the following categories:
Promoters: Highly satisfied customers who are willing to recommend the company to others. They are considered the most loyal and are more likely to purchase again or promote the brand.
Neutral: Satisfied but not enthusiastic customers. They are vulnerable to competitor offers and are not considered active brand promoters.
Detractors : Unhappy customers who can damage the company's reputation through negative reviews and who are less likely to do business again.
To improve the metric, companies should conduct NPS surveys consistently, either after key interactions or at regular intervals, to track changes in customer satisfaction over time.
It’s also important to use feedback from detractors to solve specific problems and convert neutrals into promoters through product, service, or customer experience improvements.
Churn Rate
In the financial market, it indicates the percentage of customers who stop using the services of banks, brokers, insurance companies and fund managers during a given period of time.
A high churn rate may indicate satisfaction issues with the services offered. This could involve issues related to customer service, high fees, low returns on investments, or usability issues with online banking platforms and mobile apps.
It is worth remembering that, in the financial market, the cost of acquiring new customers is generally much higher than the cost of retaining existing customers. Therefore, reducing the churn rate is a more efficient and cost-effective strategy to sustain growth.
Lead Conversion Rate
A lead is a potential customer who has shown interest in the services or products offered by the institution. This interest can be expressed through actions such as filling out a contact form, subscribing to a newsletter, downloading an informative e-book on investments, requesting a loan simulation, opening a digital account, or starting an insurance quote process.
The lead conversion rate shows, as a percentage, the leads that become paying customers or take a desired action.
To increase the indicator, financial institutions can adopt the following strategies:
Use demographic, behavioral, and historical data to effectively segment leads and offer personalized products and services that meet their specific needs, such as digital accounts, investment options, insurance, or credit products.
Provide high-quality educational content such as webinars, e-books, articles, and videos on relevant topics (e.g., financial planning, investing, retirement) to nurture leads and build trust.
Improving each stage of the sales funnel — from awareness to conversion — to ensure leads receive the right information at the right time. This may include using marketing automation, personalized email campaigns, and CRM to manage and nurture leads.
Make the conversion process simple and intuitive. For example, make it easier to open digital accounts, reduce bureaucracy in investment processes or simplify the purchase of insurance. Complicated and time-consuming processes can demotivate potential customers and reduce the conversion rate.
Ensuring the success of your marketing actions with digital analytics
Metrics allow digital analytics to provide detailed diagnostics on your company's positioning in the market. Therefore, they are essential tools in any strategic marketing plan, ensuring the optimization of investments and the maximization of profits.
Discover the potential of digital analytics with MATH . Multidisciplinary teams of experts are available to help your company achieve the best results.