Marketing analytics vary based on what type of business you run, and what channels you use to attract and retain customers. Each channel includes its own set of metrics—for example, web, email, social media, and in-person events all have different objectives and means of measuring them. All marketing analytics eventually build down to: - How does your business create revenue (B2B, B2C, ad-driven, online store, subscription...) - How do you create customers (which marketing tactics lead to new customers) - How many customers did you create - How much does your average customer spend - How much did you spend to create these customers Here are some of the common marketing channels, and the metrics they care about: - Email analytics: Views, unique visitors, campaign impressions, paid ad performance - Social media analytics: Audience size, mentions, shares, likes, impressions, click-through-rate - Web analytics: Views, unique visitors, campaign impressions, paid ad performance - Content analytics: Content conversions, leads captured, subscriptions, purchases, views, engaged time, social interactions, and more Parse.ly tracks your content as it is deployed across all your channels, and helps you identify which content leads to the engagement and "conversion events" that create revenue for your business and connections with your customers.