The Best Tools for SEM Performance Tracking
Managing complex SEM strategies often requires several tools to track and analyze data. Choosing the best SEM reporting tool for your needs depends on your goals, budget, and available resources.
Streamline data management and automate reporting to save time. Choose a tool that provides robust analytics features and competitor insights to improve performance.
1. Google Analytics
Google Analytics is a free, powerful tool for tracking and reporting on SEO and SEM performance. Its granular search metrics and data visualization tools make it easy to spot problems, like low click-through rates or high bounce rates.
Tracking the right metrics is key to making data-driven decisions. Using Google Analytics, you can set up goals and conversions for your paid (PPC) and organic (SEO) marketing campaigns. This helps you measure their impact and see how they work together to increase reach and engagement.
Stop toggling between different tools and spreadsheets. With a live SEM dashboard, you can see all of your campaigns and client data side-by-side. You can compare metrics against trusted industry benchmarks and spot issues quickly. You can even get alerts when a metric jumps or dips.
2. SEMrush
Semrush is an all-in-one marketing toolkit that covers SEO, PPC, and content marketing. It offers a suite of tools to spy on competitors, analyze a website’s backlink profile, and uncover keyword opportunities.
Its data visualization features make it easy to interpret metrics using dynamic graphs, maps, and tables. The platform lets teams share customized reports for tailored stakeholder updates. Report templates save time and maintain consistency with data sources across projects.
Anomaly detection alerts users to traffic spikes and cost increases, so they can stay on top of budgets and performance. The platform also offers forecasting tools to help anticipate seasonal shifts.
3. Ahrefs
Ahrefs is a powerful SEO tool that excels in backlink analysis with one of the largest databases available. It also offers a variety of competitor research tools to help identify opportunities for technical SEO, content marketing, and PPC.
The platform is ideal for full-stack marketers who need to manage multiple marketing channels. It is easy to use and has an intuitive interface. However, its many features can be overwhelming for new users. Also, its credit-based pricing model might be prohibitive for smaller teams or freelancers.
Turning data into actionable insights that can enhance a client's online presence can be a time-consuming and laborious process. It requires exporting to Excel, importing into email marketing apps, and combining with other campaign metrics to create reports that can impress clients. AgencyAnalytics simplifies this process by turning Ahrefs and Semrush data into visually appealing and comprehensive reports.
4. Moz Pro
Moz Pro is an all-in-one website SEO toolset with features for keyword research, link building, and site audits. It's also home to the Moz Local tool, which helps marketers optimize their websites and listings for local search.
Unlike competitors like Ahrefs, Moz Pro offers comprehensive ranking data on local and global levels. Moz also provides in-depth backlink analysis through its Link Explorer tool.
However, some users have criticized Moz's tools in the past, with some on platforms like Reddit claiming that the platform feels outdated and less capable than its modern competition. Additionally, some users have reported issues with the app analytics platform's accuracy and customer support. Moz's strict reporting limits and slow backlink index updates can also hinder SEO professionals' efficiency. However, all plans come with a free trial and yearly payments are less expensive than monthly rates.
5. AgencyAnalytics
AgencyAnalytics is an automated SEM reporting solution for digital marketing agencies. The platform centralizes data from platforms like Google Analytics and Ads to create unified dashboards and reports. It also provides ready-made templates that can be tailored for each client.
No one can watch metrics 24/7, but a good tool makes it easier to spot problems quickly. Set metric alerts to notify you when something goes awry—a sudden CTR dip, for example. And show clients how they stack up to competitors with a quick competitor benchmarking feature. Metrics in isolation are just numbers; a great SEM report adds context with trend analysis, performance comparison, and recommended improvements.