For your online marketing campaign, having access to analytics in order to assess your goals is important. Analytics will help you keep keep on track with your goals by showing you what’s working and what’s not working, such as which content is engaging and gets more shares, as well as which social media posts are driving visits to your site.

• Social Media Tools: You have access to multiple free tools from social media sites. Twitter, Facebook, LinkedIn, and Pinterest all offer you the ability to see your statistics with no associated cost. When you see what content your users engage with most, you’ll want to keep publishing that type of content. You can also tweak any content that shows less engagement.
• Google Analytics: While it’s great that those platforms can tell you what happens within their platform, Google Analytics has the ability to tell you how much traffic your site is getting, and where it’s coming from. You can see which sites are referring to your visitors, and combined with Google Analytics, you can optimize your SEO strategy. 
• Google Alerts & AdWords: Google has two other useful tools that you should be utilizing. Google Alerts and Google Adwords are both free. Alerts notify you when your brand is mentioned on the web while Adwords provides you access to a keyword research tool. With this keyword planner, you can find the best keywords to include in your content. Google Adwords does have a paid service which is a pay-per-click advertising tool based on keywords, but you aren’t required to use it in order to have access to the keyword planner. 
• Social Mention: If you want to see which topics are trending, Social Mention can show you what people are talking about. You may even find some influencers who could be valuable to your campaign. 

Learning how to use each of these tools will take some time and experimentation. Not only do you need to learn how to use these tools, but you need to understand them as well. Don’t get frustrated if it takes you a day or two to catch on to each tool. Once you get the hang of it, spend a few minutes every day monitoring your tools and analytics.

In combination, all of these tools will give you the information you need to effectively market your site. While using different tools from different platforms may seem like a lot of work, they will provide you with insights that will prove valuable to your strategy and meet your goals.