Are infographics really a part of analytics?

Hello and welcome to part 10 of the Marketing Guide. Today you will learn about analytics, KPIs and funnels. What all this is, what it is good for and how you can use it, you can read below. In the infographic, as always, a brief summary at a glance.




Analytics are simply tools for evaluating your web activities. There are quite a few out there that you can use to measure many different numbers. At this point I would like to point out that it is really important to use these tools as well. In my experience, only a small number of small and medium-sized companies do this on a regular basis. As a result, not only unused potential is lost, but also possible weak points may not be revealed for a long time.


If you knew for sure from analysis that a campaign brought you a lot of sales, you would repeat it, wouldn't you? The other way around, however, non-profitable measures can also be quickly identified and either stopped immediately or optimized. Analyzes therefore also serve as a decision-making aid.


A list of analysis tools and their functions (just an excerpt from them!):


  • Google Analyics or Piwik for the evaluation of your website activities (visitor numbers, length of stay, behavior flow, bounce rate, devices used, conversions and much more.)
  • Facebook insights and statistics for advertisements. Insights show you the statistics of your Facebook company page. Here you will find figures on the total reach and reach of individual posts, post interactions, demographic information of your fans such as age and gender etc. Placement (where did your ad appear) and the cost per result.
  • Instagram Insights gives you numbers on your profile views, impressions (how often were your posts seen), age and gender of your followers, what time your followers are most active and what locations they are.
  • Pinterest Analytics gives you numbers about your viewers and interactions over a period of time, the pin views and clicks
  • Third-party tools for planned posting on social media such as Planoly, Plann, Buffer or Hootsuite naturally also provide you with collected statistics on your appearance


And now again 5 good reasons why you should keep an eye on your analytics:


  • You can uncover vulnerabilities in your website or an advertisement, e.g. B. to optimize a website with a high bounce rate (visitors don't click on another page but leave your page again).
  • You can uncover unused potential, e.g. B. you find that the click costs of an advertisement on Facebook are the cheapest in relation to the results for women in the age group 35-44 years. You will refine your content even further towards this target group.
  • You can use your advertising budget in a more targeted and meaningful way because you know what works.
  • You can see which content interests your target group most and thus create even more content that is relevant to them and increase your attractiveness for the target group.
  • You can recognize trends and react to them at an early stage. Some site operators did this very early on when they noticed that the number of hits via smartphones was increasing. They have adapted their web pages for mobile viewing so as not to lose users.


But keep in mind that everything has to be technically flawlessly connected so that you receive usable data.




KPI stands for Key Performance Indicator and means key performance indicators that you can use to measure your success. There are KPIs for all areas of the company. In marketing, we tend to focus on the numbers in our analytics. I have already discussed some of them above. And corporations certainly have partly different KPIs than small and medium-sized companies.


If you focus on traffic, the page visitors and the length of stay are good indicators for you. If you have an online shop and want to boost sales, you are probably more interested in how many of the site visitors could be converted into buyers, the so-called conversion rate. Which KPIs are important to you depends largely on your company and your goals.





The term funnel or sales funnel is often heard in marketing. That means the sales funnel. This graphically shows the process in which a prospect or website visitor ultimately becomes a buyer. A funnel is wider at the top than at the bottom. Transferred this means that there are many interested parties at the top who are filtered further and further in a few intermediate stages on the way down until only the actual buyers remain. Depending on which level of the funnel a user is in, he or she has to be addressed differently from a marketing perspective. A prospect who visits you on your website for the first time will usually not buy something straight away. This is where you first need to build trust.

You can do this by providing him with all the information that is important to him. And in the best case scenario, your content is so inspiring that the user always has a reason to come back. If you still manage to build up newsletter recipients, you can "feed" them with additional content in entire email sequences, that is, in a series of consecutive emails. Email marketing programs now do this completely automatically. Whether your sequence consists of three or seven emails is up to you and should also be based on your product and your target group. Does it take longer to build trust and make a purchase decision? Then it's better to create a longer sequence with really good content, take your time to build trust and don't push sales too quickly.


The corresponding e-mails must of course be created in advance and stored in your e-mail program. In it, you can also specify which action is to trigger the sequence in the first place (the so-called trigger, e.g. after downloading a free checklist) and which email is to be sent afterwards in which time.


It could look like this with a sequence of four emails: On the day of registration, the subscriber receives the first email that arouses interest. Two days later the 2nd mail comes, the 3rd mail only three days later. Mail two and three ensure the further building of trust and the awakening of needs for problem solving. In e-mail number four, you ultimately go into sales actively and advertise your offer.


There are several models for building such sequences, which are clearly and extensively presented in the Chimpify blog.


The great thing about automatic e-mail funnels is that you take care of the setup and then everything runs by itself (almost;)) Here, too, you always have to keep an eye on your evaluations and work on optimization. You can create different funnels for different products or offers. This is where the big and decisive difference to the newsletter lies, which is simply sent to all subscribers or a subscriber group, regardless of whether they have carried out this action or not. When designing a funnel, there are many things to consider and plan ahead of time. If you need help with this, please contact me!


If you have any questions, requests or suggestions, feel free to write them in the comments now. You don't have to register for this.