Tracking your content marketing results accurately - WordCamp Manchester 2015 - 10-10-2015 - Michael Cropper - Contrado Digital

@ContradoDigital www.contradodigital.com
Tracking Your Content Marketing
Results Accurately

My Background
Michael Cropper, Managing Director

Google Analytics Individual Qualification

Publishing Platform

Content Marketing

Purchasing Funnel
Content throughout the funnel

Dyson – Support

Traffic Sources
• Campaigns;

£1 = £2

Data Driven Approach
“Make smarter data driven business
decisions, focus on what’s working and ditch
what isn’t”

The Tools

Awesome Content

Google Analytics
• Website visitor tracking platform
• Free to use, enterprise version also available
• # of Visits, Traffic Sources, Revenue Generated
• Over 560 dimensions & metrics to track,
measure and analyse

UTM Tracking Parameters
www.contradodigital.com?utm_source=ww
w.bbc.co.uk&utm_medium=referral&utm_c
ampaign=cool-tech-review
Resource: http://search.contrado.digital/utm

Social Media
Resource: http://www.contradodigital.com/resources/social-media-tracking-tool/

Social
• Bitly.com
• http://bit.ly/1pxJQtE
• http://con.tra.do/1a6ety8

Event Tracking
Set this up, on everything
ga('send', 'event', 'category', 'action', 'label');
<a class="footer-links" onclick="ga('send', 'event',
'Click-To-Call', 'Click', 'Footer-Phone-Number')"
href="tel:01254 584592">01254 584592</a>

Event Tracking
Report: Behaviour  Events

Goal Tracking
• Event
• Page View
• Time on Site
• Contact us Form
• PDF Download
• Outbound Link

Goal Funnels

Ecommerce Tracking
Set this up!
Configure: Admin  Ecommerce Settings

Conversion Improvements
Analyse results for yourself!

Site Search
Use this!
Configure: Admin  Site Search Settings

iOS VS Android Mobile?
Let the data do the talking

Website Visitors
Report: Audience  Technology  Network

Conversion Rates on Mobile
Still not responsive?

Tracking Offline Activities
• Print Advertisement:
www.example.com/offer
• 301 to UTM’d URL
• Magic – Report: Acquisition  Campaigns
 All Campaigns

Assisted Conversions

Intelligence Events

Real Time Data

Advanced Segments

Account Structure
• Account (Linked to an email address)
– Property (www.website.com)
• View (Filtered profiles)
• Best practice
– Raw data
– All traffic excluding internal office IP
– All traffic including internal office IP
– Any other filter you would like
Account
Profile
View
View
Profile
View
View
Profile
View
View

Notes on Filters
• Advanced segments VS filtered profiles
• Advanced segments = filtering the data
that is already stored
• Filtered profiles = filter the data before it is
stored, so effectively disappears

Referral Spam
Resource: http://search.contrado.digital/referral spam

Example Results
• What: Expand content – Animal Charity
• From;
• To;

Example Results
• Ranking results – Animal Charity

Example Results
• Traffic results – Animal Charity

62% Growth - Organic Traffic
SEO & Content Marketing

Google Alerts
www.google.com/alerts

Google Webmaster Tools
www.google.com/webmasters/tools/

SharedCount.com

Questions?
Michael Cropper
Managing Director
michael.cropper@contradodigital.com
@ContradoDigital

Tracking your content marketing results accurately - WordCamp Manchester 2015 - 10-10-2015 - Michael Cropper - Contrado Digital

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Tracking your content marketing results accurately - WordCamp Manchester 2015 - 10-10-2015 - Michael Cropper - Contrado Digital