Analytics means collecting and reading data about what people do, so you can make better decisions. Ghanaian adverts for digital marketers ask for Google Analytics and for monitoring campaign performance, and the DMP cohort spends a full week on it. You do not need to be good at maths. You need to know which numbers matter, where to find them and how to spot a pattern.
Platform insights
Every major platform gives free insights for business accounts:
- WhatsApp Business shows basic message statistics, such as messages sent and delivered.
- Facebook and Instagram show reach, engagement, followers and actions such as messages and link clicks.
- TikTok business accounts show views, watch time, followers and where viewers came from.
- Google Business Profile shows how people found the profile and whether they called, asked for directions or visited the website.
The names of these numbers change from time to time, so read each platform's own help pages for the current definitions.
Website analytics
If a business has a website, Google Analytics is a free tool that records visits. The current version is called Google Analytics 4. Some words you will meet:
- Users. People who visited.
- Sessions. Visits; one user can have several.