A famous saying goes, “You cannot manage what you do not measure” and that couldn’t be truer than in the field of advertising. In today’s world there are thousands of tools that offer endless streams of data about your audiences and their behaviors, your website health, and your social presence; but this information is useless unless it’s properly structured and analyzed.
The bulk of our daily digital interactions occur on platforms that offer analytics and insights. Businesses and advertisers can track how users engage with their content on Facebook or Snapchat. Website owners can implement software that tracks how users maneuver through their website pages. Developers can see how users interact with a contact form on a webpage.
Performance tracking structures all of this data in a way that analysts can draw consumer insights from this mass of numbers and figures. These consumer insights allow businesses to post more relevant content, to better design their websites, and to create better user experiences for their consumers.
