Techniques and systems are described for analyzing components of digital marketing content as part of a digital marketing campaign. A computing device of an analytics system receives user interaction data that describes an effect of user interaction with a plurality of items of digital marketing content on achieving an action. The analytics system identifies which of a plurality of components are included in respective items of digital marketing content. The analytics system then generates outcome data describing a likely effect of the plurality of components on achieving the action based on association with respective items of digital marketing content. Additionally, the analytics system generates a recommendation to configure a subsequent item of digital marketing content based on the outcome data. The recommendation is based on the likely effect of the different ones of the plurality of components, to generate more effective digital marketing content items for digital marketing campaigns.