Google Analytics For Content Marketing

@KaneJamison

Google Analytics For Content Marketers

#EngagePDX

@KaneJamison

Imagine for a moment…

#EngagePDX

You’ve taken over a new GA account.


Stakeholder Steve

“We have a GA account.

I don’t log in much.

I’m pretty sure we’re not getting as much value out of it

as we could be.”


Stakeholder Steve


✓Tags Installed OK?


=(

Filtered vs. Raw Views?


=(

Goals or E-Commerce Tracking?


Vitaly-Proofed?

=(¯\_( )_/¯


So you go through your GA 101 checklist…

…now what?

ü Raw vs. Filtered Viewsü Client & Vendor IP Filtersü eCommerce Trackingü Contact / Quote Request Goal Completionsü Spam Filters – Hostname, Language, etc.ü Connect Adwords & Search Consoleü Tag Manager Conversion Process


If you want to be able to answer the hard questions:

…then we’ve got more work to do.

Which content types add value to our

company?

Did those 8 whitepapers last year actually help us?

What is our content program/agency

doing for us?

Which of our 30 authors is the most

valuable?

What is the deal with airline food?

Does it make sense to keep investing in these

product videos?


There’s 2 groups of tasks we need to tackle:

1) Build Out Our DataThere are non-retroactive data fields

you need to set up *now*.

2) Standardize These Insights:You’ll rely on Dashboards & Custom Reports

so you don’t have to track down data every day.

Part One:Building Out Our Data

@KaneJamison

How do we track all of the value we create as marketers?

Part One: Building Out Our Data

We all track the end goal for our site visitors:


CONVERSIONS!

But if we want to measure the success of our entire marketing program, we need to measure more steps in the customer journey.


CONVERSIONS!

EMAIL SUBSCRIPTION!

BUYER’S GUIDE DOWNLOAD!

PRODUCTCOMPARISONS!

We do this by identifying the metrics we can track at various stages of the customer journey other than conversion.


Align Your Goals Across The Funnel To What You Can Track:

AWARENESS


q Traffic by Channel/Mediumq Traffic by Content Grouping

ENGAGEMENT

CONVERSION

RETENTION

q Traffic by Author, Topic, Word Count, Date Published

q Content Downloadsq Watched Videosq Newsletter Signups

q Email Marketing Trafficq Retargeted Traffic

q Leads & Contact Formsq eCommerce Transactionq Average Order Value

q App Downloadsq Software Trialsq Conversions by Content Type

q Repeat Revenueq Content Consumption By

Logged In Users

q Product Reviews

“I get that not every blog post is going to generate a sale.

But, can we get them to do anything with more value

than just pageviews?”


Stakeholder Steve

Yes we can, Steve!


via Destination Page:

via Event Tracking:

via Pageviews per Session:

via Destination Page:

“Can we value those goals?

Or is there just a monthly number of completions?”


Stakeholder Steve

We can – and should – value them:


Who here would happily pay $1,000for 1,000 engaged email subscribers who actually chose to be on your list?


$2.00

$5.00

$0.10

$0.00

$0.00

$0.00

$0.00

$10.00

We can – and should – value them:


So that we can identify which types of content and traffic are the most valuable to us.

Why put a value on everything?

https://content.wistia.com/customer-stories/mybinding

MyBinding + Wistia“When a person watches a video on our site:

• Their average order value is almost 30% higher• E-commerce conversion rate is more than 10% higher• Their per session value is 42% higher than site

average…

Our video program had almost a 2 million dollar impact on our gross revenue.”

“I’m fine with us tracking that stuff even though it’s not hard revenue, but can

we separate it from the actual leads and sales?”


Stakeholder Steve

Yes we can, Steve!


Create two Filtered views:

• Your Primary View includes all marketing goals

• Your Sales-Only view only includes conversions.

“OK, so we’re tracking a bunch of values on

the site now.

How do we actually use that data?”


Stakeholder Steve

Good question, Steve!


The obvious first choice is page value:


But Page Value isn’t the clearest metric in GA

A) Is Page Value divided among all pages that a user views before buying something?

B) If we multiply Page Value by the number of pageviews, and add that up for every page on the site, will that equal the total sales?

How does Page Value work?


A B A C $100

A E F $100Visitor 2

Visitor 1

What is the Page Value of Page C?

$25? $33? $100?



A B A C $100

A E FVisitor 2

Visitor 1

The Value of Page C is $100.

Total value of users that visited that page, divided by unique pageviews.

$100



A B A C $100

A E FVisitor 2

Visitor 1

So what is the value of Page A?

$200? $100? $75?

$100



A B A C $100

A E FVisitor 2

Visitor 1

The value of Page A is $100.

$200 value completed, divided by 2 unique pageviews.

$100

So how do we actually use Page Value?


“People who visited the Case Studies page of the site were twice as valuable as visitors to the Services page.”

“Last week’s blog post generates twice as much value per session as the other posts we published last month.”

“That seems fine, but not really that valuable or even

actionable.

Can we compare all of the blog pages together, or all

of our product pages together?”


Stakeholder Steve

Yes! Through The Magic of Content Groupings


Instead of analyzing pages one by one…

We can analyze them by site section, making a number of otherwise “noisy” metrics suddenly valuable.

Content Groupings Are Easier With Good Site Structure


Content Groupings can also be pushed from On-Page Code or Tag Manager


More Great Resources On

How To Use Content Groupings:


• Business Use Cases: http://cutroni.com/blog/2014/01/24/use-google-analytics-content-groups/

• Content Groupings By Funnel Stage: http://ipullrank.com/how-to-measure-the-user-journey-with-content-groupings-wordpress-gtm/

• Content Groupings vs. Custom Dimensions: http://www.lunametrics.com/blog/2016/01/21/content-groupings-vs-custom-dimensions/

“OK now that’s helpful for analyzing our investment in

blog content last year.

Are there any other ways to slice up the site that we’re

missing out on?”


Stakeholder Steve

As Always Steve, The Answer is Yes!


Custom Dimensions

Custom Dimensions Open Up Tons of Opportunities


https://thenextweb.com/insider/2016/12/01/marketing-the-tnw-way-17-50-custom-dimensions-in-google-analytics/

1. Time – Session Level2. Tags – Hit Level3. Post Type – Hit Level4. Author – Hit Level5. Post Date – Hit Level6. Adblocked – Session Level 7. A/B Testing – Session Level8. Comments – Hit Level9. Category – Hit Level10. Personalization – Session Level11. GTM Container Version ID – Session Level12. Signed up for newsletter – User Level13. First visit – User Level

13. Last visit – User Level14. URL string – Hit Level15. Query string – Hit Level16. Full referral path (Hit) – Hit Level17. Shares – Facebook – Hit Level18. Shares – Twitter – Hit Level19. Shares – LinkedIn – Hit Level20. Shares – Reddit – Hit Level21. Count Images – Hit Level22. Count Videos – Hit Level23. Published Date – Week – Hit Level24. Word Count Buckets – Hit Level

‘50+ Custom Dimensions in Google Analytics”Follow the Author: @MartijnSch



https://moz.com/blog/content-analysis-google-analytics (Shows how to track Word Count as Content Group, not Custom Dimension)

“Advanced Content Analysis in Google Analytics”Follow the Author: @JeffSauer



“Advanced Content Analysis in Google Analytics”Follow the Author: @JeffSauer

https://moz.com/blog/content-analysis-google-analytics (Shows how to track Word Count as Content Group, not Custom Dimension)

Easier Custom Dimensions:


DuracellTomi’s Google Tag Manager For Wordpress

https://wordpress.org/plugins/duracelltomi-google-tag-manager/

Custom Dimensions vs Custom Metrics:


A dimension is a characteristicof an object that can be givendifferent values.

Dimensions describe data.

Definitions via Paul Koks at http://online-metrics.com/metrics-and-dimensions/

A metric is an element of adimension which can bemeasured as a sum or ratio.

Metrics measure data.

Custom Dimensions vs Custom Metrics:


Screenshot from: http://www.analytics-ninja.com/blog/2015/12/google-analytics-custom-metrics-calculated-metrics.html

“I get it, you can track a bunch of stuff.

Now how do we actually use all of this?


Stakeholder Steve

@KaneJamison

Part Two:Dashboards & Reports

Part Two: Dashboards & Reports

Dashboards:Top Performers At A Glance

Reports:Get Into The Details


Dashboard – Subscribers by Source:

We want to understand where our email acquisition is working:


Dashboard – Top Landing Pages by Medium:

Which pages perform best by Medium – organic, email, social, referral, etc.

Can be prioritized by traffic or goal completions depending on which column is first.


Report – Performance by Word Count:

Which content lengths drive the most traffic and have strongest page value?


Report – Major Content Asset Performance:

Track performance on major content projects within a Content Group,for example just your whitepapers, or case studies.


Shortcut – Top Conversion Paths by Landing Page URL:

Not perfect but shows goal conversions and cumulative value based upon landing page, and split by medium if you’re interested:


Shortcut – Attribution by Landing Page URL:

Not perfect but shows goal conversions and cumulative value based upon landing page, and split by medium if you’re interested:


Remember, Google Analytics Can’t Think For You.

If your boss asks, “what is our ROI on the whitepapers we’re publishing,” the exact number may not exist in GA.

Aggregate with outside data to get a cumulative value.

@KaneJamison

DO THIS NOW:

• Set up more Goals!• Set up Content Groupings!• Set up Custom Dimensions!

Let’s Recap!DO THIS AFTER:

• Set up your Monthly Dashboards• Set up your non-GA tracking

About The Presenter:Kane Jamison is the founder of Content Harmony, a content marketing agency based in Seattle, WA.

Content Harmony helps our clients plan, produce, promote, and measure great content for their target audience.

More importantly, we help our clients drive marketing results across the entire customer lifecycle, from awareness to conversion to retention.

Find more free content marketing resources at ContentHarmony.com

61


Contact Kane:

[email protected]

@KaneJamison

Image Credits: Space photos available via Unsplash.com

Date post:	12-Apr-2017
Category:	Business
Upload:	kane-jamison
View:	350 times
Download:	0 times