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Measurement and Tracking

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Digital Marketing - Study Notes:

Free and paid tools

Some third-party analytics tools that are worth considering from a social perspective include:

  • Buffer
  • Hootsuite
  • Crimson Hexagon
  • Brandwatch
  • Social Bro
  • Radian6
  • SproutSocial
  • Snap
  • W-Insights

Google Analytics Tracking

For your website, make sure to use an analytics platform such as Google Analytics. This will enable you to track a number of key metrics for your website. To use Google Analytics tracking:

  • Install the Google Analytics code on your website.
  • Use Google Tag Manager and segment your content backlinks using specific platform, campaign, or format tagging.
  • Measure user acquisition from social to see which networks are driving the most traffic to your site, and then optimize. Invest more heavily in terms of content promotion or content creation on these networks.
  • Identify if specific networks aredriving traffic to any specific page.
  • Identify which content is popular across all the different social networks.
  • Measure total conversions that originated as traffic from social media to establish a true return on investment for content marketing.
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Seán Earley

Creative Director at Teneo PSG Digital

  • Creative Director at Teneo PSG Digital with five years’ experience in Digital Marketing, Social, and PR Agencies
  • Founding member of Teneo PSG Digital
  • Former Director on the Board of the Irish Internet Association
  • Passionate about creating content that captures audience imaginations and delivers business objectives

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Content Outreach
    Seán Earley
    Skills Expert

    This module begins by introducing the concept of content seeding and provides insight into how to use content effectively over multiple social platforms. It then looks at the different ways you can promote your content on social media, covering audience profiling, blogging, influencer, and word-of-mouth marketing. It equips you with the tools and techniques needed to analyze the effectiveness of your content, and helps you form a solid content outreach strategy.