• Business Growth Strategies

Making Small Businesses Grow: The Power of Perfect Tracking and Media Buying

  • Giulio Stella
  • 5 min read
Making Small Businesses Grow: The Power of Perfect Tracking and Media Buying


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In today's fast-paced digital landscape, small businesses face both unique challenges and opportunities when it comes to growth. While the digital age has opened up new avenues for reaching customers, it has also intensified competition and made it crucial for businesses to make every marketing dollar count. That's where the power of perfect tracking and media buying comes into play. In this article, we will understand why tracking is essential for small businesses, how it can help them save money, and most importantly why it’s fundamental for scaling.

Also, we'll dive deep into how small businesses can harness the potential of meticulous tracking and strategic media buying to drive growth. We'll explore the key concepts, practical tips, and real-life data that can help your small business thrive in a highly competitive market. So, whether you're just starting or looking to scale up, read on to discover the strategies that can propel your business to new heights

Understanding the small business landscape

Before we delve into the nitty-gritty of tracking and media buying it’s essential to understand the unique challenges small businesses face today. Limited budgets, resource constraints, and the need to establish a strong online presence make it imperative for small businesses to adopt a smart data and data-driven approach to marketing

The role of data in small business growth


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Businesses of all sizes and in all fields are leveraging Big Data technology to increase their competitive advantage and profitability. According to statistics, brands that use Big Data analytics tools experience 15% more sales compared to those that don't.

Furthermore, investments in analytical solutions continue to grow gradually. Through analysis of small business data, leaders can gain clearer visibility into their overall operations and generate informed decisions. Let’s see the main 3 points where data can help us make a difference:

  • Optimize Marketing spend

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    Every dollar you spend on marketing must generate a measurable return on investment. with precise tracking, businesses can identify which marketing channels are most effective and allocate resources accordingly

  • Improve targeting

    Small businesses can’t afford to waste resources reaching the wrong audience. Accurate data allows for better audience segmentation and more personalized marketing efforts

  • Adapt quickly

    The digital landscape evolves rapidly. Small businesses that are able to adapt to changing trends and consumer behavior are more likely to thrive. Data-driven insights enable swift adjustments to marketing strategies 🙂

Big Data is a large volume of information that an organization produces during its normal operations.As we have seen Big data analytics enables numerous benefits, such as informed decision-making, improved operational efficiency, and identification of risks.

Data analysis techniques help business owners better understand different organizational functions.

Now that we understand the significance of data, let’s explore the first pillar of small business growth: perfect tracking.

Perfect tracking: the foundation of effective marketing


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As many marketers are aware, perfect tracking is essential for digital marketing. is the base of any SEO strategy. It involves every aspect of a company's marketing efforts, from website and social media engagement to email open rates and conversion rates, here below we can find the most important step to ensure your tracking is properly set up:

  • Set clear goals and Kpis

Before diving into tracking, define your business objectives and key performance indicators (KPIs). Are you looking to increase website traffic, boost sales, or enhance brand awareness? Having clear goals will guide your tracking efforts toward them.

  • Implement Analytics tools

When it comes to tracking set up utilizing robust analytics tools like Google Analytics, Google Tag Manager and social media insights platforms is a must. These tools help track website visits, user behavior, and the effectiveness of a marketing campaign

  • Use UTM parameters

UTM parameters allow for tracking the sources of website traffic accurately. By adding UTM parameters to a URL it is possible to identify which marketing channels are driving the most traffic and conversions.

  • Monitor customer journey

Especially in ecommerce websites or web applications, understanding the customer journey is crucial. Tracking customer's' path from the initial interaction to conversion can help marketers make better decisions when it comes to advertising. Software like hotjar or microsoft clarity gives a great idea about how people are using your websites.

  • Regular review and adjust

Tracking is an ongoing process. Regularly review your data and make adjustments to your marketing strategies based on the insights you gather. A/B testing can help you fine-tune your campaigns for better results

Media buying: Maximizing your marketing reach

Now that we've covered the importance of perfect tracking, let's move on to the second pillar of small business growth: media buying. Media buying involves strategically purchasing advertising space to reach your target audience. Here's how small businesses can excel in this area:

  • Know your audience Understanding

Understanding your audience is key to effective media buying. Conduct thorough market research to identify your target demographic, their preferences and the platforms they frequent. Even though after IOS 14 things have changed, marketers can still use previous data to make informative decisions.

  • Set a budget and strategy

Determine your advertising budget and create a media buying strategy. Will it help to create a social media advertising, Google Ads, or a mix of platforms? A well-thought-out marketing strategy ensures you get the most out of the budget on different channels

  • Leverage Programmatic Advertising

Programmatic advertising uses data and AI to automate ad placements in real-time. It can be a cost-effective way for small businesses to reach their audience with precision if you have extra budget-

  • Monitor and Optimize

Just like with tracking, continuous monitoring and optimization are crucial in media buying. Use the data from your tracking efforts to refine your ad campaign for better results and test new things. This will allow you to keep your campaigns in the learning phase so the machine learning will always try to found the best opportunities.

Putting It All Together: The Growth Formula

Perfect tracking and strategic media buying work hand in hand to drive small business growth. Here's how to combine these strategies effectively:

  • Track Your Media Buying Efforts: Use tracking tools to monitor the performance of your media buying campaigns. Are your ads generating the desired results? If not, identify areas for improvement.
  • Leverage Data-Driven Insights: The data you collect from tracking can inform your media buying decisions. Allocate your budget to the platforms and campaigns that deliver the best ROI/ROAS
  • Optimize Continuously: Both tracking and media buying require ongoing optimization. Use A/B testing and audience insights to refine your strategies for maximum impact.
  • Stay Agile: Small businesses must remain agile in the ever-changing digital landscape. Keep an eye on emerging trends and be ready to adapt your strategies accordingly.


In today's competitive business environment, small businesses can thrive by harnessing the power of perfect tracking and strategic media buying. By setting clear goals, implementing analytics tools, and staying agile, small businesses can make the most of their marketing budgets and drive sustainable growth.

Remember, success is not about the size of your budget but the precision of your strategies. By tracking every marketing dollar and strategically investing in media buying, your small business can achieve remarkable results in the digital age.

Giulio Stella

Giulio Stella

SEO consultant at gstarseo.it

Giulio Stella, SEO consultant based in Milan, working at gstarseo.it (Italy). He loves SEO & digital marketing because it can help small businesses achieve big results. It’s not true, Italians don’t eat pasta every day.

Link: gstarseo.it

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