5 Advertising Tools Offering the Best Cross-Channel Analytics

In today’s rapidly evolving digital landscape, finding the most effective advertising tool for cross-channel analytics is crucial. With insights from a CEO and an SEO Strategist, this Q&A blog post offers expert advice on the top tools available. The discussion kicks off with the advantages of using Google Analytics 4 and wraps up with the benefits of combining data connectors for real-time analytics. Discover a total of five insights from industry leaders in this comprehensive guide.

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Use Google Analytics 4 for Insights

Google Analytics 4 (GA4) is one of the best tools for cross-channel analytics. It provides a comprehensive view of how users interact with your brand across multiple channels, such as paid search, social media, email, and organic traffic, allowing you to track the customer journey across platforms. 

GA4’s advanced tracking capabilities enable businesses to monitor user behavior from various traffic sources and devices, giving you insights into how different channels contribute to conversions and overall performance. The ability to see attribution data from multiple channels in one dashboard helps you better understand which marketing efforts are driving the most value.

I recommend GA4 because it offers detailed insights into user behavior across both web and app platforms, making it ideal for businesses looking to optimize their campaigns across multiple channels. Its integration with Google Ads, along with other platforms, allows for precise tracking of ad performance, helping businesses make data-driven decisions to allocate budgets effectively across channels.

Aviad Faruz, CEO, MANOR

Matomo Connects SEO with Marketing Channels

I’ve found Matomo to be incredibly valuable for connecting our SEO efforts with other marketing channels. The tool’s attribution insights showed us that users who found us through organic search were three times more likely to convert when they later engaged with our social-media content.

Itamar Haim, SEO Strategist, Elementor

Improvado Unifies Data for Agencies

I recently tested both Improvado and Matomo for our agency clients, and I’ve found Improvado to be the more robust solution for cross-channel analytics. When we needed to track a client’s performance across Google Ads, social media, and email campaigns, Improvado’s unified dashboard saved us hours of manual data compilation and revealed some surprising correlations between channels we wouldn’t have spotted otherwise. 

Based on my hands-on experience, while Matomo is great for web analytics, Improvado’s deeper integration capabilities and automated reporting features make it especially valuable for agencies juggling multiple client campaigns.

Joshua Uwadiae, Founder, Famoso

Salesforce Marketing Cloud Tracks Engagement

I’ve extensively used Salesforce Marketing Cloud for cross-channel analytics, particularly for its robust data integration and customer-engagement tracking. At John Deere, I implemented this tool to optimize their global partnership strategies. Using its real-time analytics, we noticed that users across different regions interacted differently with our content. By deploying region-specific campaigns, we saw a 20% increase in engagement within three months.

Furthermore, during my time at Invesco, integrating Salesforce Marketing Cloud allowed us to seamlessly track customer journeys across email, web, and social media. This comprehensive view showed that our email touchpoints were generating significantly more engagement when paired with social media campaigns. By aligning these channels, client acquisition rose by 18% in a quarter. This tool’s ability to unify analytics across multiple platforms offers unparalleled insights essential for making data-driven marketing decisions.

Dan O’Keeffe, Owner, SPX Marketing LLC

Combine Data Connectors for Real-Time Analytics

There are several ad-reporting tools that can combine multichannel data and present it in a digestible form; however, it only works with e-commerce brands utilizing Shopify or WooCommerce integrations. For wider application, the only reasonable setup would be utilizing data connectors such as native Google Ads and GA4 connectors, Supermetrics data connector for other platforms (TikTok, LinkedIn, Meta Ads), blending that data into Looker Studio, and crafting custom reports that blend and combine all the relevant channels.

To achieve real-time data collection and reduce loading times, implementation of data connectors (connect the databases), BigQuery (storage and queries), and Looker Studio (data visualizations) is necessary.

Without storing the data somewhere, it’s impossible to have speed in real time; vendors’ APIs don’t work at speed.

Davor Rapic, CEO, Advertikal

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