Measuring Digital Marketing Performance In Smes: Costs, Tools, and Results. An Approach Applied To Emerging Business Contexts.

In recent years, measuring digital marketing performance has become a stra-tegic factor that has enabled the sustainability and competitiveness of small and medium-sized enterprises (SMEs), exclusively in emerging contexts, with limitations in digital transformation. Some companies have already adopted social media management or digital applications that allow them to evaluate actions using metrics to measure business impact. The objective of the fol-lowing research is to analyse the impact that SMEs have had when imple-menting digital marketing, considering the costs, tools and various models as indicators that help us verify the results we can obtain when applying them. The methodology adopted is mixed, focusing on qualitative and quantitative techniques with a descriptive design, analysing its implementation in the mi-cro-enterprise Repuestos Brasil. The execution revealed limited integration of social media in web analytics metrics and commercial results, so a model is proposed to measure digital marketing performance, adapting to the opera-tional realities of SMEs. Furthermore, it is concluded that adequately measur-ing investment allows us to see the efficiency of digital strategies and strengthen business competitiveness.