Abstract
This research aims to investigate the use of web analytics as a tool for measuring the performance of digital marketing campaigns. In the context of the digital era, web analytics has become an important instrument for businesses in understanding and improving the effectiveness of their marketing campaigns. Quantitative descriptive methods are used using secondary data related to digital marketing campaigns. The analysis was carried out by applying a statistical model to measure the level of connection between the use of web analytics and campaign performance. The research results show that the use of web analytics can provide valuable insights into the performance of digital marketing campaigns and provide reliable information for future marketing decisions.
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