Digital Marketing Analyst: A Complete Guide to Role, Skills and Career Path

A digital marketing analyst plays a crucial role in helping businesses turn online campaigns into measurable success. It helps bridge the gap between marketing strategies and data-driven decisions. It ensures marketing budgets deliver strong returns. Today, where every click and impression matters, it is important to understand what is digital marketing analyst is and their role in modern businesses. 

Digital Marketing Analysts are at the forefront of the future of marketing, as data-driven decisions and continuous optimisation are a deciding factor. In this guide, we are going to understand the following segments: 

• The role and responsibility of a digital marketing analyst
• Essential skills required in this role
• Career opportunities and salary 
• How Kraftshala helps you achieve this dream

What is a Digital Marketing Analyst?

Digital marketing analysts are professionals who analyse and interpret marketing analytics. They help to improve campaign performance and drive business growth. A digital marketing analyst works with various analytics tools to track website traffic, social media engagement, conversion rates, and other key metrics. 

According to the U.S. Bureau of Labour Statistics, marketing analyst jobs will grow by 22% between 2020 and 2030, as published in their Occupational Outlook handbook. It indicates that a lot of opportunities will emerge in the near future, which will also open doors for Indian talent as a lot of marketing agencies and firms collaborate with our talent pool. 

Let’s discuss which are the digital marketing analyst job description details and skills required. 

Core responsibilities: 

• Creating comprehensive reports and dashboards which help to track KPIs and communicate findings to stakeholders. 
• Recognise trends and opportunities in marketing data to optimise campaign performance and improve ROI. 
• Conducting A/B testing, which helps to improve customer experience and conversion rates. 
• Develop and maintain tracking systems with the help of various analytics tools and platforms. 
• Collaborating with marketing, product, and sales teams to optimise campaigns. 

Overall Skills Requirement: 

• Advanced Data analytics means analysing sales data, customer data, competitor analysis, market research and product data. 
• Data visualisation means you must be comfortable understanding technical data and visualize elements such as tables, charts, graphs, and maps. 
• Attribution modelling is important for understanding the impact of an organisation’s marketing activities. 
• Project management means you will be coordinating with many stakeholders such as Engineers, Graphic Designers, the Marketing Team, Sales and business development. 
• Market research skills are a foundational skill where you will be analysing competitor tactics, analysing marketing tools, and determining product-market fit for a new product or service. 

Digital Marketing Analyst Job Description

A lot of students get confused about what does a digital marketing analyst do, as the data analyst and marketing analyst role seems similar to freshers. There are various core responsibilities and expectations of a Digital marketing analyst. Let’s explore what you will witness in a digital marketing analyst job description: 

Track Campaign Performance: 

• A digital marketing analyst is responsible for monitoring and evaluating the performance of marketing campaigns. 
• It includes managing multiple channels such as social media, paid ads, SEO, and email. 
• It involves setting up proper tracking systems, using tools such as Google Analytics or SEMrush. 
• To monitor campaign effectiveness and give timely updates to marketing managers, and recommend adjustments. 

Data Interpretation & Reporting: 

• To interpret data and transform raw numbers into clear, actionable insights which drive strategy. To prepare reports using Excel, Tableau or Looker Studio to present findings in a visually digestible format. 
• The reports highlight campaign performance, user behaviour, and ROI. 
• A digital marketing analyst must communicate these insights to nontechnical stakeholders with clarity. 

Optimisation: 

• An analyst is responsible for optimising ad spend, refining targeting, and improving keyword strategies. 
• To offer recommendations to increase click-through rates, conversions, and customer engagement. 
• To optimise website performance, landing page design, and user journey. 
• To ensure a seamless experience for customers. 
• Continuously fine-tuning campaigns, analysts are responsible for helping businesses maximise ROI and reduce wasted spend. 

A/B Testing & Experimentation: 

• To design and execute A/B tests to compare variations in ads, emails, or landing pages. 
• To carefully track metrics such as engagement, conversion rates, and bounce rates to assess effectiveness. 
• To uncover insights about customer preferences and behaviours which guide future strategies. 

Cross-functional Collaboration: 

• A digital marketing analyst is responsible for collaborating with marketing, sales, product, and design teams. 
• To provide insights which shape strategies and creative execution. 
• To collaborate and ensure that data-driven decisions are taken at every stage of the marketing process. 
• To translate technical data and business stakeholders, and ensure everyone understands the impact of marketing efforts. 

Trend Monitoring: 

• To stay updated with changes in consumer behaviour, market trends, and competitor strategies. 
• To analyse industry reports, track emerging tools, and monitor shifts in audience engagement. 
• To identify a growing social media platform and trends to support long-term planning. 
• To align strategies with evolving industry standards and ensure marketing efforts remain innovative. 

Essential Skills of a Digital Marketing Analyst

Now that you understand the job description, it is important to understand the digital marketing analyst skills required for your role. 

Hard Skills: 

Google Analytics & GA4: It is important to have proficiency to help track website traffic, user behaviour, campaign performance, and conversion rates. Learn how to interpret these insights empower businesses to refine digital strategies and learn to maximise ROI with data-based decisions. 

For example, you are using GA4 to discover that 50% of users drop off on the checkout page and suggest improving to reduce cart abandonment. 

Data Visualisation: Learning how to use a visualisation tool to turn raw data into intuitive charts, dashboards, and reports. Learn platforms such as Tableau and Looker Studio, which help simplify complex patterns, and understand cross-functional collaboration.

For example, you are building a dashboard in Tableau which indicates campaign performance across channels.  

SEO/SEM Tools: There are various tools, such as Ahrefs, SEMrush, and Moz. It helps to monitor rankings and study competitor strategies. 

For example, you are using SEMrush to identify top-performing competitor keywords and suggest them for the company’s next paid search campaign. 

A/B Testing & CRO: It is an important skill which enables analysts to compare variations of campaigns, ads, or web pages. It helps analysts to refine customer journeys and improve user experience. 

For example, you are running an A/B test on two landing page designs and suggesting the one that increases conversions by 15%. 

Soft Skills: 

Analytical Thinking: You are expected to connect numbers with broader business outcomes. Identify correlations and spot hidden patterns. The analysts with strong analytical thinking can turn raw metrics into actionable insights. 

For example, linking a rise in website traffic to a specific influencer campaign and proving its ROI. 

Communication Skills: You are expected to clearly communicate technical insights into simple recommendations. Learning how to communicate through presentations, dashboards, or reports. It helps to take data-driven strategies with business objectives. 

For example, presenting a quarterly performance report to leadership in simple charts instead of overwhelming spreadsheets. 

Attention to Detail: Accuracy is important in marketing analytics, and you are expected to ensure reports are reliable. The campaigns are measured correctly, and stakeholders receive precise insights. It helps to build trust and supports smarter marketing investments. 

Example, spotting a tracking error in a Facebook Ads campaign before it skews ROI reports. 

Problem-Solving Mindset: Whenever the campaigns face a challenge, such as low conversions, high bounce rates, or underperforming ads. A problem-solving mindset helps analysts find root causes, test hypotheses, and propose creative solutions. 

For example, investigating high bounce rates and recommending faster page load times to improve engagement. 

Digital Marketing Analyst Salary

A digital marketing analyst salary may vary due to multiple factors such as industry, years of experience, and skillset. Let’s explore the salary range and factors affecting salary.

The average salary of a digital marketing analyst (entry level) ranges from 3 to 6 LPA (as per Glassdoor). The salary may differ from industry to industry. The salary of an analyst in a senior role ranges from 6 to 8 LPA (as per Glassdoor). The salary of an analyst in a leading role ranges from 8 to 13 LPA (as per Glassdoor). 

The factors affecting salary are experience, industry (e-commerce, tech), location, education and certifications. At every experience, you will be expected to produce different outcomes and results. Hence, the pay range will also be different with the level of experience and expectations. 

There is a great growth potential as one advances to roles like Senior Analyst or Marketing Manager. Thus, it is important to keep learning and upgrading your skillset. 

How to Become a Digital Marketing Analyst? 

A lot of students get misleading information when they are searching for a guide on how to become a digital marketing analyst. Hence, we have prepared a step-by-step guide which will help you move with strategy and clarity: 

Step 1: Build a Foundation in Digital Marketing

You don’t need a bachelor’s degree to be a digital marketing analyst. However, it is important to build a strong foundation in digital marketing. When you are on your way to becoming a digital marketing analyst, sharpen some of the common technical and workplace skills, including: 

• Technical skills: Understanding the principles of digital marketing, SEO, SEM, and content marketing. It helps to create a broad knowledge base. Apart from this, you can also learn analytics platforms, data analysis, and digital advertising platforms. 
• Workplace skills: In the workplace, there are certain skills relevant to digital marketing analytics, such as analytical thinking, problem-solving, time management, and emotional intelligence. 

How to learn technical skills? You can learn the technical skills from the free platforms such as

• Academy Lesson: Analytics in Marketing by HubSpot
• Content Marketing Certification by HubSpot 
• Read the report by Salesforce on Digital Marketing Reporting – Marketing Analytics Tools 

Step 2: Learn Analytics Tools

It is important to master industry-standard tools such as Google Analytics, SEMrush, and Excel to analyse data, track campaign performance, and create reports. You can learn the basics by: 

• Data Analytics Certification by Google Career Certificates 
• Check out Google Analytics Academy
• Fundamentals of Marketing Analytics by SEMrush Academy

Step 3: Gain Hands-on Experience Through Internships, Freelancing, or Projects

Once you have a foundational understanding of the role, you can start gaining experience through internships, freelancing, or projects. You can start applying your skills through internships, freelance projects, or personal marketing campaigns to build practical experience and showcase your work. 

Step 4: Pursue Certification or a Digital Marketing Course to Strengthen Your Resume

Sometimes it is difficult to gain technical and detailed skills. Hence, you can enrol in relevant certifications or courses, such as Google Analytics or HubSpot. It will help validate your skills and add credibility to your digital marketing analyst resume. In addition, you can also enrol marketing launchpad program by Kraftshala, which covers essential topics and offers hands-on experience. 

Step 5: Apply for Entry-Level Roles and Focus on Developing Key Skills

Once you have foundational experience through freelancing, projects, and an internship, create a detailed resume which highlights your experience for this role. Start applying for entry-level digital marketing analyst positions where you can continue developing your skills while gaining hands-on experience in real-world scenarios. 

Build Your Digital Marketing Career with Kraftshala

If you are planning to pursue your career in digital marketing, then it is important to focus on skills that the industry actually demands. That’s exactly what Kraftshala’s industry-focused programs are designed to deliver. A lot of students get confused when they see multiple digital marketing analyst courses. Most of them don’t have the latest curriculum and practical learning experience. Thus, Kraftshala’s Marketing Launchpad program helps you learning data-driven decisions, and real campaign optimisation. 

Key Highlights: 

• Placement Accountability: With 94%+ placement rates, the program ensures you don’t just learn digital marketing—you start your career in it. You only pay the full fees if you land a job paying ₹4.5 LPA or more.
• Hands-On Learning: Instead of theory, you execute 8 live projects—Meta Ads, Google Ads, SEO, Programmatic, Social Media, E-commerce, Content Creation, and Blog Building—giving you proof of work that recruiters trust.
• High ROI: The program fee is ₹1.4 lakhs, and graduates consistently secure jobs paying ₹4.5–9.5 LPA. The return on investment outperforms most local institutes that lack placement accountability.
• Personalised Career Support: From one-on-one mentorship to CV prep, mock interviews, and recruiter-driven feedback, you get individualised guidance designed to help you crack interviews with confidence.
• Future-Ready Skills: The curriculum integrates AI tools, automation, and data analysis, ensuring you’re equipped not just for today’s roles but also for the future of digital marketing.

For students and young professionals in India, Kraftshala’s Marketing Launchpad is the fastest, most reliable way to launch a digital marketing career with the skills and confidence recruiters already trust.