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Performance Analytics

Toffu mascot with glasses pointing at growth chart showing upward trend

You can't improve what you don't measure. Let's set up analytics that actually help you make better marketing decisions.

How Toffu helps with analytics

Data analysis

  • Turn complex data into simple insights
  • Identify trends and patterns across campaigns
  • Compare performance across channels and time periods

Report creation

  • Generate automated marketing reports
  • Create custom dashboards for specific metrics
  • Build presentations for stakeholders

Actionable insights

  • Translate data into specific recommendations
  • Predict future performance based on trends
  • Suggest budget and strategy adjustments

Quick analytics wins

1. Campaign performance report

Create a monthly marketing report showing performance across all channels with key insights

Get a complete picture of your marketing efforts.

2. Channel comparison analysis

Compare the ROI of our LinkedIn, Google Ads, and email campaigns over the last quarter

See where your marketing dollars work hardest.

3. Conversion funnel analysis

Analyze our website conversion funnel and identify where we're losing the most prospects

Find the biggest opportunities to improve results.

Essential marketing metrics

Awareness metrics

Track how many people know about you:

  • Website traffic: Unique visitors, page views, session duration
  • Social reach: Followers, impressions, engagement rate
  • Brand mentions: Direct searches, social mentions, PR coverage
  • Email list growth: New subscribers, list growth rate

Engagement metrics

Measure how people interact with your content:

  • Content engagement: Likes, shares, comments, time on page
  • Email engagement: Open rates, click rates, reply rates
  • Social engagement: Engagement rate, comment quality, shares
  • Website engagement: Pages per session, bounce rate, return visits

Conversion metrics

Track how well you turn interest into action:

  • Lead generation: Form submissions, downloads, sign-ups
  • Sales conversion: Leads to customers, close rates, deal size
  • Email conversion: Click-to-conversion rate, email attribution
  • Content conversion: Content to lead conversion rate

Revenue metrics

Measure the financial impact:

  • Customer acquisition cost (CAC): Total cost to acquire a customer
  • Customer lifetime value (CLV): Revenue generated per customer
  • Return on ad spend (ROAS): Revenue per dollar spent on ads
  • Marketing qualified leads (MQL): Leads likely to become customers

Setting up analytics

Website tracking

  • Google Analytics: Essential for website performance
  • Google Tag Manager: For advanced tracking setup
  • Heatmap tools: See how users interact with pages
  • Conversion tracking: Track forms, downloads, purchases

Campaign tracking

  • UTM parameters: Track traffic sources accurately
  • Campaign-specific landing pages: Measure campaign performance
  • Phone tracking: For businesses with phone leads
  • Offline conversion tracking: Connect online marketing to offline sales

Marketing automation

  • Email platform analytics: Track email performance
  • CRM integration: Connect marketing to sales data
  • Marketing attribution: See which touchpoints drive conversions
  • Lead scoring: Rank prospects by likelihood to buy

Building your analytics stack

Free tools

  • Google Analytics: Website traffic and behavior
  • Google Search Console: SEO performance and issues
  • Facebook Insights: Social media performance
  • LinkedIn Analytics: B2B social media metrics

Paid tools that work with Toffu

  • HubSpot: All-in-one marketing and sales analytics
  • Salesforce: CRM with advanced reporting
  • Mixpanel: Advanced user behavior tracking
  • Hotjar: User behavior and feedback analytics

Common analytics mistakes

Tracking vanity metrics: Focusing on likes and follows instead of conversions and revenue.

No attribution model: Not knowing which marketing efforts actually drive sales.

Analysis paralysis: Collecting data but never acting on insights.

Inconsistent tracking: Different tools and methods make comparison impossible.

Ignoring the customer journey: Looking at individual touchpoints instead of the full path to purchase.

Creating actionable reports

Weekly dashboard

Track metrics that need immediate attention:

  • Website traffic and conversion rates
  • Campaign performance (spend, leads, cost per lead)
  • Social media engagement
  • Email performance

Monthly deep dive

Analyze trends and identify opportunities:

  • Channel performance comparison
  • Content performance analysis
  • Lead quality and conversion rates
  • Customer acquisition cost trends

Quarterly strategy review

Big picture analysis for planning:

  • Marketing ROI by channel
  • Customer lifetime value trends
  • Market share and competitive position
  • Attribution analysis across the full funnel

Advanced analytics techniques

Cohort analysis

Track how different groups of customers behave over time:

  • Compare performance by acquisition month
  • Identify seasonal patterns
  • Measure long-term customer value

Attribution modeling

Understand which touchpoints drive conversions:

  • First-click attribution (awareness campaigns)
  • Last-click attribution (conversion campaigns)
  • Multi-touch attribution (full customer journey)

Predictive analytics

Use data to forecast future performance:

  • Lead scoring based on behavior patterns
  • Customer churn prediction
  • Lifetime value forecasting
  • Budget allocation optimization

Sample analytics prompts

Analyze our website traffic sources and identify which channels drive the highest-value customers

Create a dashboard showing our key marketing metrics with month-over-month comparisons

Compare the performance of our blog posts and identify content themes that drive the most leads

Analyze our email campaign performance and suggest segmentation strategies

Making data-driven decisions

Regular review cycles

  • Daily: Check key metrics for issues or opportunities
  • Weekly: Review campaign performance and make adjustments
  • Monthly: Deep dive into trends and strategy
  • Quarterly: Big picture analysis and planning

Questions to ask your data

  • Which channels drive the most qualified leads?
  • What content performs best at each funnel stage?
  • Which campaigns have the best ROI?
  • Where are we losing prospects in the funnel?
  • What's our true customer acquisition cost?

Acting on insights

  • Reallocate budget to best-performing channels
  • Create more content similar to top performers
  • Fix funnel leaks with highest impact
  • Adjust targeting based on best customer profiles
  • Test new approaches based on data gaps

Building an analytics culture

Make data accessible

  • Create simple dashboards everyone can understand
  • Share key metrics in team meetings
  • Train team members on basic analytics concepts

Focus on actionable metrics

  • Choose metrics tied to business outcomes
  • Set up alerts for important changes
  • Create processes for acting on insights

Regular experimentation

  • Use data to inform test ideas
  • Track results of changes and experiments
  • Share learnings across the team

Next steps

  1. Audit current tracking - What are you measuring now?
  2. Define key metrics - What really matters for your business?
  3. Set up proper tracking - Make sure you can measure what matters
  4. Create reporting schedule - When will you review data?
  5. Build action plans - How will you use insights to improve?

Analytics isn't about having perfect data. It's about having good enough data to make better decisions than your competitors.