Marketer: what to know, what to do, and which tools to use
A marketer attracts customers and makes sure advertising pays off. That means working with traffic, analytics, and dozens of tools. Here are the key skills of the profession and what a modern marketer should master.
Training to become a marketer is not only theory about funnels and positioning. A modern marketer must work with traffic and analytics: understand which channel brings customers, track link clicks, and measure ad ROI.
Who is a marketer
A marketer is a specialist responsible for attracting customers and promoting a product. They decide who to sell to and how, launch ads, analyze results, and optimize spend. The job is not just to “make ads,” but to make every invested ruble bring a result.
The profession is broad: there are strategic marketers, performance marketers, SMM specialists, and analysts. What they all share is work with traffic and numbers.
What a marketer should know and be able to do
The skill set depends on specialization, but there is a baseline no one can skip.
Audience understanding
Who the customer is, what their pain points are, and where they are.
Traffic channels
Ads, social media, email, SEO, influencers.
Analytics and attribution
Understanding which channel delivers results, working with UTM and click stats.
Link management
Short links, tags, branding, click tracking.
Unit economics and ROI
Calculating advertising payback.
Content and communication
Copy, creatives, and working with contractors.
Traffic analytics: the skill without which a marketer is blind
You can launch as many ads as you want, but without analytics a marketer will not know what worked. The key skill is tagging traffic and tracking clicks for every channel.
The main tool here is links with tags and analytics. A marketer gives each channel, post, or newsletter its own link and sees where people came from and what they did. That is what link management services are for: they shorten links, add click analytics, and keep everything in one place.
For example, Mobzio is a Russian link management service. It creates short links with stats, branded links on your own domain, QR codes with analytics, and deep links. A marketer sees clicks per link, and for marketplaces — how many orders each channel brought. Unlike foreign services, it works in rubles and without limits on the number of links.
Link management with analytics →Tools marketers use
Web analytics
Website and user-behavior analytics systems.
Ad platforms
Cabinets for launching and optimizing ads.
Link management
Mobzio — short links, branding, QR, deep links, click stats.
CRM and end-to-end analytics
Connecting ads, leads, and sales in one loop.
Content and creatives
Tools for copy, design, and video.
Messaging
Email and messenger newsletter services.
How to measure ad conversions: a marketer’s guide
Anyone can launch ads. Pros prove with numbers that ads bring sales. We’ll cover how to connect ad traffic to real orders — on a website and on marketplaces.
The problem
You drive traffic from ads, social, and bloggers. The client asks: what worked? Without proper tagging you can’t answer — the marketplace or site shows a total order pile, not which channel brought them.
Step-by-step solution (website / online store)
- Set up ecommerce in Yandex Metrica on the site — on most builders (Tilda, InSales, etc.) this is enabled out of the box, without custom code.
- For ads, take links from an analytics service (Website type) — they append a click tag to each visit.
- When an order happens on the site, the system ties the purchase to the source tag.
- The report per link shows visits and orders. You see which ads pay off.
Solution for marketplaces
For Wildberries, Ozon, Kaspi, click → order linking works via official marketplace APIs. Same idea: one link per channel, orders by source in the report.
Working with a client without living in their Metrica every day
A practical agency scenario: the client connects the Metrica counter to the analytics cabinet once (via Yandex) and enables ecommerce on the site. Then you work with your ad links and see visits and orders per link — without daily work in the Metrica UI and without editing site code on builders with native ecommerce. Full access to the client’s webvisor and all internal Metrica analytics is not required for this.
In practice teams use tools like Mobzio: it connects clicks to orders on the site (via Metrica ecommerce) and on marketplaces (via API) in one report. It works in rubles, with no hard limit on the number of links.
How to measure ad performance →Where to start marketer training
You can learn the profession through courses or on your own. The basic path: study the fundamentals (audience, positioning, channels), then practice on real tasks — launch ads, tag links, read analytics. Practice with numbers turns theory into skill.
Link work and traffic analytics are easiest to learn on a real tool: create short tagged links, mark channels, and see how click stats are counted. This is a core skill useful in any marketing specialization.
Try a link management tool
If you are learning traffic analytics, try Mobzio. Create short links with analytics, tag different channels, and see how clicks are tracked. Your own domain lets you make branded links, and basic features are available for free.
Try Mobzio