{"id":5460,"date":"2025-04-25T11:08:49","date_gmt":"2025-04-25T11:08:49","guid":{"rendered":"https:\/\/hocoos.com\/?post_type=answer&#038;p=5460"},"modified":"2025-04-25T11:08:50","modified_gmt":"2025-04-25T11:08:50","slug":"what-is-digital-marketing-analytics","status":"publish","type":"answer","link":"https:\/\/hocoos.com\/zh\/%e7%ad%94%e6%a1%88\/what-is-digital-marketing-analytics\/","title":{"rendered":"\u4ec0\u4e48\u662f\u6570\u5b57\u8425\u9500\u5206\u6790\uff1f"},"content":{"rendered":"<h2 class=\"wp-block-heading\"><strong>\u6570\u5b57\u8425\u9500\u5206\u6790\u4e2d\u7684\u5173\u952e\u6307\u6807\u662f\u4ec0\u4e48\uff1f<\/strong><\/h2>\n\n\n\n<p>\u6570\u5b57\u8425\u9500\u5206\u6790\u4e2d\u7684\u5173\u952e\u6307\u6807\u662f\u63d0\u4f9b\u4e0e\u5728\u7ebf\u8425\u9500\u6d3b\u52a8\u76f8\u5bf9\u5e94\u7684\u53ef\u8861\u91cf\u7ed3\u679c\u7684\u503c\u3002\u8fd9\u4e9b\u6307\u6807\u88ab\u5f52\u7c7b\u4e3a\u7279\u5b9a\u7684\u6570\u636e\u5143\u7d20\uff0c\u80fd\u591f\u8ddf\u8e2a\u7ed3\u679c\u4e0e\u8bbe\u5b9a\u76ee\u6807\u7684\u5bf9\u6bd4\uff0c\u4ee5\u53ca\u8bc6\u522b\u9700\u8981\u91cd\u65b0\u5ba1\u89c6\u7684\u95ee\u9898\u9886\u57df\u3002&nbsp;<\/p>\n\n\n\n<p>\u7ec4\u7ec7\u8ba1\u7b97\u8fd9\u4e9b\u5173\u952e\u6307\u6807\u662f\u4e3a\u4e86\u76d1\u63a7\u5176\u652f\u51fa\u5728\u56de\u62a5\u65b9\u9762\u7684\u8868\u73b0(<a href=\"https:\/\/hocoos.com\/zh\/%e7%ad%94%e6%a1%88\/%e7%bd%91%e7%ab%99%e6%8a%95%e8%b5%84%e5%9b%9e%e6%8a%a5%e7%8e%87%e6%98%af%e4%bb%80%e4%b9%88\/\" data-type=\"answer\" data-id=\"3969\">ROI<\/a>)\u5728\u4e0d\u540c\u7684\u8425\u9500\u6e20\u9053\u4e2d\u3002\u5176\u4e2d\u4e00\u4e9b\u6307\u6807\u5305\u62ec\u7f51\u7ad9\u6d41\u91cf\u3001\u8f6c\u5316\u6b21\u6570\u548c\u5ba2\u6237\u83b7\u53d6\u6210\u672c (CAC)\u3002<\/p>\n\n\n\n<div class=\"answers-tip-box mt-8 mt-lg-10\">\n<div class=\"answers-small-title\">\n\t\t\t\t\t\t\t\n\u4e13\u5bb6\u63d0\u793a\uff1a\n\n<\/div>\n<div class=\"answers-small-description mt-4\">\n\n\u4e0e\u5176\u8861\u91cf\u865a\u8363\u6307\u6807\uff0c\u4f8b\u5982\u7c89\u4e1d\u6570\u91cf\uff0c\u4e0d\u5982\u4f18\u5148\u8003\u8651\u4e0e\u5b9e\u73b0\u516c\u53f8\u76ee\u6807\u76f4\u63a5\u76f8\u5173\u7684\u53ef\u64cd\u4f5c\u6307\u6807\uff0c\u4f8b\u5982\u8f6c\u5316\u7387\u548c\u6f5c\u5728\u5ba2\u6237\u8d28\u91cf\u3002\n\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:72px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u60a8\u5982\u4f55\u6536\u96c6\u6570\u5b57\u8425\u9500\u5206\u6790\u7684\u6570\u636e\uff1f<\/strong><\/h2>\n\n\n\n<p>\u4e0e\u6570\u5b57\u8425\u9500\u5206\u6790\u76f8\u5173\u7684\u4fe1\u606f\u662f\u4ece\u4e92\u8054\u7f51\u4e0a\u7684\u5404\u79cd\u6765\u6e90\u6536\u96c6\u7684\u3002\u6b64\u6536\u96c6\u8fc7\u7a0b\u91c7\u7528\u5404\u79cd\u5de5\u5177\u548c\u5e73\u53f0\u6765\u6355\u6349\u4e92\u52a8\u5e76\u8bc4\u4f30\u8425\u9500\u6d3b\u52a8\u7684\u6548\u679c\uff0c\u5e76\u4e3a\u5206\u6790\u5ba2\u6237\u884c\u4e3a\u63d0\u4f9b\u57fa\u7840\u3002&nbsp;&nbsp;<\/p>\n\n\n\n<p>\u4ee5\u4e0b\u5de5\u5177\u662f\u83b7\u53d6\u6240\u9700\u6570\u636e\u65f6\u6700\u5e38\u88ab\u5f15\u7528\u7684\uff1a&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/hocoos.com\/zh\/%e7%ad%94%e6%a1%88\/%e4%bb%80%e4%b9%88%e6%98%afgoogle-analytics\/\" data-type=\"answer\" data-id=\"4625\">Google Analytics\uff08\u8c37\u6b4c\u5206\u6790\uff09 <\/a>\u4ee5\u53ca\u5176\u4ed6\u7f51\u7ad9\u8ffd\u8e2a\u7a0b\u5e8f\u3002\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u6765\u81ea\u793e\u4ea4\u5a92\u4f53\u7f51\u7edc\u7684\u4fe1\u606f\u3002\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u6765\u81ea\u5e7f\u544a\u670d\u52a1\u7684\u4fe1\u606f\u3002\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p>\u6240\u63d0\u4f9b\u4fe1\u606f\u7684\u51c6\u786e\u6027\u548c\u6240\u8fdb\u884c\u5206\u6790\u7684\u7cbe\u786e\u5ea6\u5f88\u5927\u7a0b\u5ea6\u4e0a\u53d6\u51b3\u4e8e\u6240\u7f16\u8bd1\u6570\u636e\u7684\u53ef\u9760\u6027\u3002<\/p>\n\n\n\n<div class=\"answers-tip-box mt-8 mt-lg-10\">\n<div class=\"answers-small-title\">\n\t\t\t\t\t\t\t\n\u4e13\u5bb6\u63d0\u793a\uff1a\u00a0\n\n<\/div>\n<div class=\"answers-small-description mt-4\">\n\n\u5728\u4f60\u7684\u8425\u9500\u94fe\u63a5\u4e2d\u5b9e\u65bd UTM \u6807\u7b7e\uff0c\u4ee5\u786e\u4fdd\u5b83\u4eec\u7684\u51c6\u786e\u5206\u914d\uff0c\u5e76\u8ffd\u8e2a\u5404\u79cd\u5e7f\u544a\u7cfb\u5217\u548c\u5e73\u53f0\u4e0a\u7684\u5a92\u4f53\u6d41\u91cf\u6765\u6e90\u3002\n\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:72px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u4f01\u4e1a\u5982\u4f55\u5229\u7528\u6570\u5b57\u8425\u9500\u5206\u6790\u7684\u6d1e\u5bdf\uff1f<\/strong><\/h2>\n\n\n\n<p>\u5bf9\u6570\u5b57\u8425\u9500\u6d3b\u52a8\u4ea7\u751f\u7684\u6570\u636e\u8fdb\u884c\u5206\u6790\u5bf9\u516c\u53f8\u81f3\u5173\u91cd\u8981\uff0c\u56e0\u4e3a\u5b83\u53ef\u4ee5\u7528\u4e8e\u591a\u79cd\u8fd0\u8425\u76ee\u7684\uff0c\u5176\u4e2d\u5305\u62ec\uff1a&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u66f4\u6539\u8425\u9500\u6d3b\u52a8\u4e2d\u7684\u5177\u4f53\u7ec6\u8282\u3002<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u66f4\u6539\u4e0e\u7528\u6237\u4f53\u9a8c\u76f8\u5173\u7684\u65b9\u9762\u3002<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u6839\u636e\u53ef\u7528\u7684\u6570\u636e\u7ec6\u5206\u8c03\u6574\u8425\u9500\u4fe1\u606f\u548c\u5a92\u4f53\u3002\u00a0<\/li>\n<\/ul>\n\n\n\n<p>\u6709\u5173\u8425\u9500\u7b56\u7565\u7684\u6570\u636e\u5206\u6790\u7ed3\u679c\u4e3a\u51b3\u7b56\u8fc7\u7a0b\u63d0\u4f9b\u4fe1\u606f\u3002\u4f8b\u5982\u4e0b\u9762\u7684\u793a\u4f8b\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u4e00\u4e2a\u6307\u6807\u5177\u6709 <a href=\"https:\/\/hocoos.com\/zh\/%e7%ad%94%e6%a1%88\/%e4%bb%80%e4%b9%88%e6%98%af%e7%bd%91%e7%ab%99%e8%b7%b3%e5%87%ba%e7%8e%87\/\" data-type=\"answer\" data-id=\"3851\">\u9ad8\u8df3\u51fa\u7387 <\/a>\u5bf9\u4e8e <a href=\"https:\/\/hocoos.com\/zh\/%e7%ad%94%e6%a1%88\/%e4%bb%80%e4%b9%88%e6%98%af%e8%90%bd%e5%9c%b0%e9%a1%b5\/\" data-type=\"answer\" data-id=\"4137\">\u7279\u5b9a\u767b\u5f55\u9875\u9762<\/a> \u53ef\u80fd\u8868\u660e\u9700\u8981\u7f16\u8f91\u9875\u9762\u7684\u5185\u5bb9\u6216\u8bbe\u8ba1\u3002<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u4e0e\u8f6c\u5316\u8def\u5f84\u76f8\u5173\u7684\u6570\u636e\u53ef\u4ee5\u5e2e\u52a9\u5c06\u67d0\u4e9b\u8425\u9500\u6e20\u9053\u4e0e\u5b9e\u9645\u9500\u552e\u8f6c\u5316\u4e8b\u4ef6\u8054\u7cfb\u8d77\u6765\u3002<\/li>\n<\/ul>\n\n\n\n<div class=\"answers-tip-box mt-8 mt-lg-10\">\n<div class=\"answers-small-title\">\n\t\t\t\t\t\t\t\n\u4e13\u5bb6\u63d0\u793a\uff1a\u00a0\n\n<\/div>\n<div class=\"answers-small-description mt-4\">\n\n\u5efa\u7acb\u6570\u636e\u9a71\u52a8\u6587\u5316\uff0c\u5e76\u5b9a\u671f\u521b\u5efa\u62a5\u544a\uff0c\u4e0e\u5408\u9002\u7684\u56e2\u961f\u5206\u4eab\u60a8\u7684\u53d1\u73b0\uff0c\u4ee5\u4fbf\u5c06\u6d1e\u5bdf\u4ed8\u8bf8\u884c\u52a8\u3002\n\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:72px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u6570\u5b57\u8425\u9500\u5206\u6790\u6709\u54ea\u4e9b\u4e0d\u540c\u7c7b\u578b\uff1f<\/strong><\/h2>\n\n\n\n<p>\u4ee5\u4e0b\u662f\u4e0d\u540c\u7c7b\u578b\u7684\u6e20\u9053\u548c\u8425\u9500\u6d3b\u52a8\u5217\u8868\uff0c\u8d35\u516c\u53f8\u53ef\u4ee5\u5c06\u5176\u4f5c\u4e3a\u6570\u5b57\u8425\u9500\u5206\u6790\u7684\u4e00\u90e8\u5206\u8fdb\u884c\u8ddf\u8e2a\uff1a&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/hocoos.com\/zh\/%e7%ad%94%e6%a1%88\/%e4%bb%80%e4%b9%88%e6%98%af%e7%bd%91%e7%ab%99%e5%88%86%e6%9e%90\/\" data-type=\"answer\" data-id=\"4226\">\u7f51\u7ad9\u5206\u6790\u00a0<\/a><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u793e\u4ea4\u5a92\u4f53\u5206\u6790\u00a0<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u7535\u5b50\u90ae\u4ef6\u8425\u9500\u5206\u6790\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p>\u8be6\u7ec6\u5173\u6ce8\u8fd9\u4e9b\u7279\u5b9a\u4e13\u4e1a\u53ef\u4ee5\u66f4\u6df1\u5165\u5730\u4e86\u89e3\u6570\u5b57\u8425\u9500\u7684\u6bcf\u4e2a\u9886\u57df\u3002\u5b66\u4e60\u5206\u6790\u6709\u52a9\u4e8e\u516c\u53f8\u91c7\u53d6\u6b63\u786e\u7684\u8def\u7ebf\/\u6218\u7565\u6765\u5e94\u5bf9\u5176\u5b9a\u4e49\u7684\u7279\u5b9a\u6311\u6218\u548c\u76ee\u6807\u3002\u6b64\u5916\uff0c\u638c\u63e1\u8fd9\u4e9b\u4e0d\u540c\u7c7b\u578b\u7684\u6570\u636e\u53ef\u4ee5\u66f4\u5168\u9762\u5730\u4e86\u89e3\u4e1a\u52a1\u8425\u9500\u6d3b\u52a8\u3002<\/p>\n\n\n\n<div class=\"answers-tip-box mt-8 mt-lg-10\">\n<div class=\"answers-small-title\">\n\t\t\t\t\t\t\t\n\u4e13\u5bb6\u63d0\u793a\uff1a\u00a0\n\n<\/div>\n<div class=\"answers-small-description mt-4\">\n\n\u907f\u514d\u5c06\u6bcf\u4e2a\u6e20\u9053\u89c6\u4e3a\u5355\u72ec\u7684\u7ec4\u6210\u90e8\u5206\u3002\u800c\u5e94\u5bfb\u627e\u5404\u79cd\u7c7b\u578b\u7684\u5206\u6790\u4e4b\u95f4\u7684\u5173\u7cfb\u548c\u76f8\u4e92\u4f5c\u7528\uff0c\u4ee5\u4fbf\u66f4\u6e05\u6670\u5730\u4e86\u89e3\u6574\u4e2a\u8425\u9500\u751f\u6001\u7cfb\u7edf\u3002\n\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:72px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u5982\u4f55\u6574\u5408\u6765\u81ea\u4e0d\u540c\u6570\u5b57\u8425\u9500\u6e20\u9053\u7684\u6570\u636e\uff1f<\/strong><\/h2>\n\n\n\n<p>\u53ef\u4ee5\u4f7f\u7528\u7edf\u4e00\u7684\u5206\u6790\u5e73\u53f0\u3001\u6570\u636e\u4ed3\u5e93\u6216 API \u94fe\u8def\u6765\u6574\u5408\u5404\u79cd\u6570\u5b57\u8425\u9500\u6e20\u9053\u3002\u8fd9\u4e00\u6b65\u53ef\u4ee5\u5e2e\u52a9\u4ece\u6574\u4f53\u89c6\u89d2\u4e86\u89e3\u5ba2\u6237\u65c5\u7a0b\u4ee5\u53ca\u8425\u9500\u6d3b\u52a8\u5bf9\u7279\u5b9a\u5ba2\u6237\u4ea7\u751f\u7684\u5f71\u54cd\u3002<\/p>\n\n\n\n<p>\u6765\u81ea\u4e0d\u540c\u6765\u6e90\u548c\u5e73\u53f0\u7684\u6570\u636e\uff0c\u53ef\u4ee5\u8ba9\u6211\u4eec\u4ece\u591a\u4e2a\u89d2\u5ea6\u5ba1\u89c6\u95ee\u9898\u3002\u4f8b\u5982\uff0c\u6211\u4eec\u53ef\u4ee5\u8f7b\u677e\u7814\u7a76\u793e\u4ea4\u5a92\u4f53\u6d3b\u52a8\u4e0e\u516c\u53f8\u7f51\u7ad9\u8bbf\u95ee\u8005\u6570\u91cf\u4e4b\u95f4\u7684\u5173\u8054\u3002\u6240\u6709\u8fd9\u4e9b\u6574\u5408\u6570\u636e\u90fd\u53ef\u901a\u8fc7 Tableau \u6216 Power BI \u7b49\u53ef\u89c6\u5316\u5de5\u5177\u6765\u5448\u73b0\u3002<\/p>\n\n\n\n<div class=\"answers-tip-box mt-8 mt-lg-10\">\n<div class=\"answers-small-title\">\n\t\t\t\t\t\t\t\n\u4e13\u5bb6\u63d0\u793a\uff1a\u00a0\n\n<\/div>\n<div class=\"answers-small-description mt-4\">\n\n\u8003\u8651\u8d2d\u4e70\u4e00\u4e2a\u7528\u4e8e\u6570\u636e\u7ba1\u7406\u7684\u96c6\u4e2d\u5f0f\u7cfb\u7edf\u6216\u5e73\u53f0\uff0c\u4ee5\u7b80\u5316\u96c6\u6210\u6d41\u7a0b\uff0c\u540c\u65f6\u5728\u6240\u6709\u8425\u9500\u6e20\u9053\u4e2d\u4fdd\u6301\u6570\u636e\u4e00\u81f4\u6027\u3002\n\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:72px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u603b\u7ed3<\/strong><\/h2>\n\n\n\n<p>\u6570\u5b57\u8425\u9500\u5206\u6790\u662f\u6307\u901a\u8fc7\u68c0\u67e5\u53ef\u64cd\u4f5c\u7684\u6570\u636e\u6765\u8bc4\u4f30\u516c\u53f8\u5728\u7ebf\u8425\u9500\u6d3b\u52a8\u7684\u7ee9\u6548\u3002\u5b83\u5305\u62ec\u5b9a\u4e49\u7684\u6307\u6807\u3001\u4e13\u95e8\u7684\u6570\u636e\u6536\u96c6\u5de5\u5177\u548c\u6570\u636e\u5408\u6210\u65b9\u6cd5\u3002\u83b7\u5f97\u7684\u4fe1\u606f\u53ef\u4f5c\u4e3a\u8bc4\u4f30\u7ee9\u6548\u548c\u6307\u5bfc\u6539\u8fdb\u8425\u9500\u6d3b\u52a8\u7684\u51b3\u7b56\u57fa\u7840\u3002<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>What are the key metrics in digital marketing analytics? Key metrics within digital marketing analytics are values that provide a measurable result corresponding to online marketing activities. These metrics are classified as specific data elements, enabling the tracking of results against set targets as well as identifying problem areas that require a revisit.&nbsp; Organizations calculate [&hellip;]<\/p>","protected":false},"author":39,"featured_media":5461,"template":"","answers_category":[19],"class_list":["post-5460","answer","type-answer","status-publish","has-post-thumbnail","hentry","answers_category-digital-marketing-basics"],"acf":{"image":null,"card_image":5461,"content":[{"acf_fc_layout":"header_section","title":"\u4ec0\u4e48\u662f\u6570\u5b57\u8425\u9500\u5206\u6790\uff1f","descriptions":"Digital marketing analytics is the act of collecting and evaluating data from a business's online marketing activities to understand their impacts and overall performance.<br\/><br\/>This information enables marketing managers to track and measure projected results and make strategic decisions and changes based on analytical data.\r\n","tip_label":"","tip":"","additional_tips":null,"key_takeaways_label":"Key Takeaways:","key_takeaways":[{"label":"Data analysis impacts the decision-making process related to marketing in various ways","body":""},{"label":"Monitoring important indicators and consolidating other information systems are considered best practices within digital marketing analytics","body":""},{"label":"Checking analytics allows evaluation of results and supplies data needed for strategic adjustments","body":""}]}]},"_links":{"self":[{"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/answer\/5460","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/answer"}],"about":[{"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/types\/answer"}],"author":[{"embeddable":true,"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/users\/39"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/media\/5461"}],"wp:attachment":[{"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/media?parent=5460"}],"wp:term":[{"taxonomy":"answers_category","embeddable":true,"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/answers_category?post=5460"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}