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Is your marketing actually working?
I know. Not the most exciting question. ut tracking marketing success is important. Especially as we get closer to the end of the financial year.
Because this is the perfect time to stop for a minute and check in on your marketing.
- What’s worked?
- What hasn’t?
- Where did you spend your time (and budget)?
- And what results did you get?
This is where analytics comes in. And before you roll your eyes and click away, don’t worry, I’m not about to hit you with confusing graphs or geeky data stuff. This is just a simple way to see if the marketing you’ve been doing is helping your business.
So…
What is marketing analytics?
Marketing analytics is one of the best tools for tracking marketing success. It helps you see what’s working and where to adjust.
So, it’s really just a fancy way of saying: look at your numbers to see how your marketing is going.
It’s about using tools (like your website stats, social media insights, or email reports) to understand things like:
- how many people are seeing your stuff
- what they’re engaging with
- where they’re coming from
- and what they’re doing next
It’s not about being perfect. It’s about getting a clearer picture of what’s working for your business so you can make better decisions.
Why does understanding your marketing analytics matter? Because the last thing you want to do is spend time and money on marketing that doesn’t do anything – or worse, makes your business worse.
Don’t fall into the ‘busy’ trap
It’s easy to get caught up in doing marketing for the sake of doing it. Posting on social media, sending out emails, writing blogs… but not actually stopping to ask whether those things are helping your business.
That’s the trap. It feels productive, but without looking at the results, you might be wasting your energy.
Analytics helps you move from “just doing stuff” to “doing the right stuff.”
It gives you direction. Confidence. And when you’re investing your time or paying someone else to do it (hi 👋), you want to know it’s worth it.
Why analytics matter at EOFY
So, even if you’ve never tracked your marketing results before, the end of the financial year is a great time to start.
Think of it like a business health check. Except instead of looking at your accounts, you're checking how your marketing is performing.
You’ve got (almost) a full year of marketing to reflect on, which makes it easier to spot patterns and see what’s been helping your business grow.
Plus, if you do want to plan for the new financial year, you’re not just guessing. You’re using real info to back your decisions.
Where to start
Reviewing your marketing doesn’t have to be hard.
You might start by:
Looking at which blogs or social posts got the most clicks or comments
Start by going through your blog or social media analytics to see which posts got the most attention. This could be the number of clicks, likes, shares, or comments.
If you notice that certain topics or post types consistently perform better, that’s a good indicator of what your audience is interested in. For example, as an HR business, if your blog on “Handling Difficult Conversations at Work” got triple the traffic compared to your other content, that’s worth noting. It tells you your ideal clients are looking for practical, people-focused HR advice. So, you can create more content like that.
Reviewing your website traffic to see what pages people are visiting
Your website analytics will show you which pages get the most visitors, how long people stay, and where they click next.
This helps you understand what content is working hardest for your business.
Let’s say your Services page gets a lot of traffic, but your Contact page doesn’t. This might mean you’re sparking interest, but something’s getting in the way of enquiries. Or maybe people are spending time on your blog but never making it to your About page. These insights can help you tweak how you guide people through your site.
Checking your email open rates to see what subject lines worked best
Email platforms give you easy access to open rates and click-through stats.
That tells you what your audience is most curious about, and what they’re more likely to engage with.
For example, if your EOFY tips email with the subject line “What to check before 30 June” had a 40% open rate, but your specific service promo email barely cracked 10%, it’s clear what your clients value more. You can use that insight to shape your email content (and subject lines) in the new financial year.
Even simple checks like these can show you what’s working better and connecting with your ideal clients… and what’s not. And once you know that, you can start shaping your marketing around what your ideal clients are interested in.
You don’t need a degree in data to effectively review your marketing. Just a bit of curiosity and a willingness to look at the numbers. Even a few small insights can help with tracking marketing success across the year and give you clarity for the new financial year.
Time to take stock
As we wrap up the financial year, give yourself space to look at your marketing with fresh eyes.
Remember, analytics isn’t about proving you’ve done everything perfectly. It’s about understanding what’s working so you can keep doing more of that. And stop doing the stuff that isn’t helping.
It’s a small shift that can make a big difference to how your marketing performs next year.
And if all this still feels a bit much? You don’t have to do it alone. I help business owners across Albury Wodonga (and beyond) review their marketing results and build a plan that actually works for them.
Want to talk it through? Just reach out.
