Marketing has seen bigger changes in the past two years than it did in the last twenty years.

Algorithms keep changing every day.

What people do online is not easy to guess.

There are always new companies from all over the world.

Also, the costs for ads keep going up.

In this new setting, brands do not win by being creative only.

They win by having clear data.

This is why marketing analytics and good tracking are the base of good decision-making. Without them, you spend more money, do not know your audience, and find it hard to grow your business.


Why Marketing Analytics Has Become Critical

1. Performance channels are getting more expensive

CPC and CPM grow every quarter.

If you don’t track performance deeply — you literally burn budget.

Analytics helps identify:

  1. which channels bring real customers
  2. which creatives convert
  3. which audiences return
  4. which campaigns drain money

Without tracking, you’re paying for guesses.


2. User journeys are no longer linear

A customer may:

  1. see an Instagram Reel
  2. read a blog
  3. open an email
  4. click a retargeting ad
  5. visit a website
  6. write in WhatsApp

Analytics connects all these touchpoints into one picture.


3. Tools are multiplying — and data is scattered

Most companies use:

  1. Ads Manager
  2. GA4
  3. TikTok Ads
  4. CRM
  5. Email/SMS platforms
  6. Landing builders
  7. Chatbots
  8. Forms & quizzes


When these tools don’t talk to each other, marketing becomes blind.

Tracking turns scattered tools into a single source of truth.


4. AI can help — but only if your data is clean

AI tools are powerful, but useless without:

  1. tracked events
  2. correct attribution
  3. structured data
  4. clean funnels


Analytics is the “fuel” behind every modern AI-powered marketing strategy.



What Exactly Should Businesses Track?

Here are the core metrics that every company — from small business to enterprise — must track daily:


1. Lead Sources (UTMs)

Where every lead came from, down to:

  1. channel
  2. campaign
  3. creative
  4. audience


2. Website & Landing Behavior

  1. clicks
  2. scroll depth
  3. form drop-offs
  4. session heatmap


3. Conversion Stages

  1. viewed page
  2. filled form
  3. booked call
  4. payment attempt
  5. purchase


4. Cost Metrics

  1. cost per lead
  2. cost per qualified lead
  3. cost per booking
  4. cost per sale


5. Retention & Return Behavior

  1. returning visitors
  2. repeat buyers
  3. churn risks


6. Full Funnel View

One dashboard that shows:

impressions → clicks → leads → deals → revenue

This is what allows marketers to scale profitably.


The Biggest Problem: Most Companies Track Incorrectly

Even if companies have good marketing teams, they can still have a hard time with:

  1. missing UTMs
  2. wrong pixel setup
  3. duplicated conversions
  4. broken events
  5. multiple CRMs
  6. offline leads not connected to online analytics
  7. messy funnels
  8. zero integration between ads and CRM


This leads to poor decisions — and wasted budget.


How to Fix Your Marketing Tracking (Step-by-Step)

1. Map the customer journey

Understand every touchpoint and decision step.


2. Set up a unified tracking system

Google Analytics 4 works with UTM strategy, CRM integration, and server-side tracking if you need it.


3. Track micro-conversions

It's important to take small steps that show you mean what you say. It isn't just about the last thing you do.


4. Build one main dashboard

All channels in one place:

Get Meta, Google, TikTok, CRM, and revenue data together.


5. Create a feedback loop

Data → insights → action → testing → new data.

This way, marketing changes from being all over the place to becoming a clear plan you can follow.


What Tools Work Best for Tracking?

Here are the most effective tools for 2025:

  1. GA4 (core analytics)
  2. UTM tracking system
  3. QUST.app (forms + CRM + lead analytics)
  4. Looker Studio (dashboard)
  5. Meta Events API / Google Enhanced Conversions
  6. Amplitude / Mixpanel (for product analytics)
  7. Hotjar (behavior insights)


But tools are only 20% of success.

Correct setup, strategy, and interpretation are the remaining 80%.


Free Marketing Analytics Consultation With Daria Holoskokova

To help businesses improve their tracking and avoid losing money on ineffective ads, leading marketer Daria Holoskokova offers a free 30-minute consultation.

During this session, you can discuss:

  1. your current marketing analytics setup
  2. mistakes in UTMs and event tracking
  3. why your ads may not be converting
  4. how to build a clean funnel
  5. which metrics truly matter for your business
  6. how to connect CRM + website + ads properly
  7. how AI can improve your analytics


Daria has experience across:

  1. IT & software
  2. gaming
  3. marketplaces
  4. education
  5. healthcare
  6. retail
  7. B2B service businesses


Her approach is practical, data-driven, and focused on real business results.

📩 To book your free consultation, just send a request — you’ll get a reply within 24 hours.