In this episode of The Monday Morning Marketing Podcast, we (that’s Esther from IPA Group and Melanie from STOMP Social Media Training) decided to look into why analytics should be more than a once-in-a-blue-moon activity and how to make them work for your business.
Why Bother with Analytics Anyway?
Because guessing is not a strategy.
Analytics tell you:
- Where your audience is coming from
- What content is working (and what’s not)
- How long people are sticking around
- What they’re clicking on
- Who your audience actually is
This isn’t just geeky data for the fun of it (although some of us do enjoy that). This is insight that can directly influence your marketing success. Want to know which blog post actually brought in traffic? Or which social platform is driving conversions? You won’t know unless you check.
Make a Date With Your Data
Melanie suggests a super simple but game-changing move: set a monthly reminder to log your stats.
Even if it falls on a Saturday, move it to the next working day. The point is consistency. Without a benchmark, how will you know if you’re improving?
Write down your:
- Website traffic
- Social media reach and engagement
- Email open and click-through rates
- Any campaign-specific metrics
Stick them in a spreadsheet, a journal, a fancy planner whatever works for you. Just don’t leave it floating in your head (because let’s face it, that’s where good intentions go to die).
GA4: If You Haven’t Switched Yet, Do It Now
If your website still uses Universal Analytics (pre-2023), you're missing out. GA4 (Google Analytics 4) is the new standard. It offers event tracking, deeper audience insights, and more flexibility. Yes, it's a bit different. But it’s essential.
If you haven’t made the switch yet, get on it. You can DIY, use Google’s help, or (hint hint) ask someone like us.
It's Not About Being Everywhere
We know. You’ve got Facebook, Instagram, LinkedIn, Twitter, Pinterest, your website, email marketing… maybe even a podcast. That’s a lot of places to check.
But here's the good news: you don’t need to be on all of them.
Be where your audience is. That might mean only tracking three platforms instead of seven. Totally valid.
If you’re just getting started, start small. Gather your analytics once a month. Pick your top-performing platform. Keep it simple and sustainable.
Insights You Might Be Missing
- Your most-read blog post might not be the one you expected.
- You could be attracting an audience you hadn’t targeted.
- Someone big might’ve shared your content without you knowing (true story—Social Media Examiner shared one of our events, and we only found out through analytics!).
See? It's like a secret map for your business growth.
What Gets Measured, Gets Improved
Whether it’s a fancy dashboard or a handwritten list, track your progress. Even if you don’t understand all the jargon at first, just getting into the habit is a win.
And don’t worry—this isn’t about being perfect. You don’t need to be a data scientist. You just need to pay attention.
Final Thought (and a Bit of Homework)
Start measuring. Put a reminder in your calendar. Pick one or two platforms. And if you’re already doing that, go a step further—look for the patterns.
Ask yourself:
- What’s working?
- What isn’t?
- Where are your people finding you?
- What can you do more of?
And if you made it to the end of this blog, here’s a fun request, tell us where you’re reading it. Are you in your office in Dublin? On the train in Tokyo? Hiding from your kids in the bathroom with a cup of tea? We’d genuinely love to know.
Because yes—we do check our analytics. And maybe, just maybe, we’re watching you. (In a non-stalkerish, very respectful kind of way.)
