Digital Marketing Metrics – A Detailed Review

Abstract

In the current age of digitisation and adoption of digital tools, marketers look out for improved outcomes and measurable results, that can help them target customers more efficiently. Therefore, it is very critical that marketers understand various metrics that are available through the use of digital tools that can provide valuable insights in making better decisions and therefore provide more precise outcomes. With major players like Google, Meta, Oracle and others competing to create platforms that can ease the work of marketers using AI tools, marketers have seen a deluge of tools to choose from and make the choice of implementing the right platform for various use cases. This paper explores the most relevant and popular digital marketing metrics, their application in real-world scenario by taking a live website for data, draw insights out of it and also mention the challenges associated with their use.