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Google Analytics For Content Marketing

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My session from #EngagePDX 2017 on Google Analytics For Content Marketing

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Google Analytics For Content Marketing

  1. 1. @KaneJamison Google Analytics For Content Marketers #EngagePDX
  2. 2. @KaneJamison Imagine for a moment… #EngagePDX
  3. 3. You’ve taken over a new GA account.
  4. 4. Google Analytics For Content Marketers Stakeholder Steve
  5. 5. “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.” Google Analytics For Content Marketers Stakeholder Steve
  6. 6. Google Analytics For Content Marketers ✓ Tags Installed OK?
  7. 7. Google Analytics For Content Marketers =(Filtered vs. Raw Views?
  8. 8. Google Analytics For Content Marketers =(Goals or E-Commerce Tracking?
  9. 9. Google Analytics For Content Marketers Vitaly-Proofed? =( ¯_( )_/¯
  10. 10. Google Analytics For Content Marketers So you go through your GA 101 checklist… …now what? ü Raw vs. Filtered Views ü Client & VendorIP Filters ü eCommerce Tracking ü Contact / Quote Request Goal Completions ü Spam Filters – Hostname, Language, etc. ü Connect Adwords & Search Console ü Tag Manager Conversion Process
  11. 11. Google Analytics For Content Marketers If you want to be able to answer the hard questions: …then we’ve got more work to do. Which content types add valuetoour company? Did those 8 whitepapers last year actually helpus? What is ourcontent program/agency doingfor us? Which ofour 30 authors is the most valuable? What is the deal with airlinefood? Does it make sense to keep investingin these product videos?
  12. 12. Google Analytics For Content Marketers There’s 2 groups of tasks we need to tackle: 1) Build Out Our Data Thereare non-retroactivedatafields you need to set up *now*. 2) Standardize These Insights: You’ll rely on Dashboards & Custom Reports so you don’t havetotrack down data every day.
  13. 13. Part One: Building Out Our Data @KaneJamison
  14. 14. How do we track all of the value we create as marketers? Part One: Building Out Our Data
  15. 15. We all trackthe end goal for our site visitors: Part One: Building Out Our Data CONVERSIONS!
  16. 16. But if we want to measure thesuccess of ourentire marketing program, we need to measure moresteps in the customerjourney. Part One: Building Out Our Data CONVERSIONS! EMAIL SUBSCRIPTION! BUYER’S GUIDE DOWNLOAD! PRODUCT COMPARISONS!
  17. 17. We do this by identifying the metrics we can track at various stages of the customer journey other than conversion. Part One: Building Out Our Data
  18. 18. Align Your Goals Across The Funnel To What You Can Track: AWARENESS Part One: Building Out Our Data q Trafficby Channel/Medium q Trafficby Content Grouping ENGAGEMENT CONVERSION RETENTION q Trafficby Author, Topic, Word Count, DatePublished q Content Downloads q Watched Videos q Newsletter Signups q Email Marketing Traffic q Retargeted Traffic q Leads & Contact Forms q eCommerce Transaction q Average Order Value q App Downloads q SoftwareTrials q Conversions by Content Type q Repeat Revenue q Content ConsumptionBy Logged In Users q Product Reviews
  19. 19. “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?” Part One: Building Out Our Data Stakeholder Steve
  20. 20. Yes we can, Steve! Part One: Building Out Our Data via Destination Page: via Event Tracking: via Pageviews per Session: via Destination Page:
  21. 21. “Can we value those goals? Or is there just a monthly number of completions?” Part One: Building Out Our Data Stakeholder Steve
  22. 22. We can – and should – value them: Part One: Building Out Our Data Who here would happily pay $1,000 for 1,000engaged email subscribers who actually chose to be on yourlist?
  23. 23. Part One: Building Out Our Data $2.00 $5.00 $0.10 $0.00 $0.00 $0.00 $0.00 $10.00 We can – and should – value them:
  24. 24. Part One: Building Out Our Data 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 “Whena person watches a video on our site: • Their averageordervalueis almost 30% higher • E-commerceconversion rateis morethan 10% higher • Their per session valueis 42% higherthan site average… Ourvideo program had almost a 2 milliondollar impact on ourgross revenue.”
  25. 25. “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?” Part One: Building Out Our Data Stakeholder Steve
  26. 26. Yes we can, Steve! Part One: Building Out Our Data Create two Filtered views: • Your Primary View includes all marketing goals • Your Sales-Only view only includes conversions.
  27. 27. “OK, so we’re tracking a bunch of valueson the site now. How do we actually use that data?” Part One: Building Out Our Data Stakeholder Steve
  28. 28. Good question, Steve! Part One: Building Out Our Data The obviousfirst choice is page value:
  29. 29. Part One: Building Out Our Data 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 numberof pageviews, and add that up for every page on the site, will that equal the total sales?
  30. 30. How does Page Value work? Part One: Building Out Our Data A B A C $100 A E F $100Visitor 2 Visitor 1 What is the Page Value of Page C? $25? $33? $100?
  31. 31. How does Page Value work? Part One: Building Out Our Data A B A C $100 A E FVisitor 2 Visitor 1 The Value of Page C is $100. Total value of usersthat visitedthat page,divided by unique pageviews. $100
  32. 32. How does Page Value work? Part One: Building Out Our Data A B A C $100 A E FVisitor 2 Visitor 1 So whatis the value of Page A? $200? $100? $75? $100
  33. 33. How does Page Value work? Part One: Building Out Our Data 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
  34. 34. So how do we actually use Page Value? Part One: Building Out Our Data “People who visited the Case Studiespage of the site were twiceas valuable as visitorsto the Services page.” “Last week’sblog post generatestwiceasmuch value per sessionas the other postswe publishedlast month.”
  35. 35. “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?” Part One: Building Out Our Data Stakeholder Steve
  36. 36. Yes! Through The Magic of Content Groupings Part One: Building Out Our Data
  37. 37. Instead of analyzing pages one by one…
  38. 38. We can analyze them by site section, making a number of otherwise “noisy” metrics suddenly valuable.
  39. 39. Content Groupings Are Easier With Good Site Structure Part One: Building Out Our Data
  40. 40. Content Groupings can also be pushed from On-Page Code or Tag Manager Part One: Building Out Our Data
  41. 41. More Great Resources On How To Use Content Groupings: Part One: Building Out Our Data • 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/
  42. 42. “OK now that’s helpfulfor analyzing our investment in blog content last year. Are there any other ways to slice up the site that we’re missing out on?” Part One: Building Out Our Data Stakeholder Steve
  43. 43. As Always Steve, The Answer is Yes! Part One: Building Out Our Data Custom Dimensions
  44. 44. Custom Dimensions Open Up Tons of Opportunities Part One: Building Out Our Data https://thenextweb.com/insider/2016/12/01/marketing-the-tnw-way-17-50-custom-dimensions-in-google-analytics/ 1. Time – Session Level 2. Tags – Hit Level 3. Post Type – Hit Level 4. Author – Hit Level 5. PostDate – Hit Level 6. Adblocked – Session Level 7. A/B Testing– Session Level 8. Comments – Hit Level 9. Category – Hit Level 10. Personalization – Session Level 11. GTM Container Version ID – Session Level 12. Signed up for newsletter – User Level 13. First visit – User Level 13. Last visit – User Level 14. URL string – HitLevel 15. Query string – Hit Level 16. Full referral path (Hit) – Hit Level 17. Shares – Facebook – Hit Level 18. Shares – Twitter – Hit Level 19. Shares – LinkedIn – Hit Level 20. Shares – Reddit – HitLevel 21. Count Images – Hit Level 22. Count Videos – Hit Level 23. Published Date – Week – Hit Level 24. Word Count Buckets – Hit Level ‘50+ CustomDimensions in Google Analytics” Follow the Author: @MartijnSch
  45. 45. Custom Dimensions Open Up Tons of Opportunities Part One: Building Out Our Data https://moz.com/blog/content-analysis-google-analytics (Shows how to track Word Count as Content Group, not Custom Dimension) “Advanced ContentAnalysis in Google Analytics” Follow the Author: @JeffSauer
  46. 46. Custom Dimensions Open Up Tons of Opportunities Part One: Building Out Our Data “Advanced ContentAnalysis 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)
  47. 47. Easier Custom Dimensions: Part One: Building Out Our Data DuracellTomi’s Google Tag Manager For Wordpress https://wordpress.org/plugins/duracelltomi-google-tag-manager/
  48. 48. Custom Dimensions vs Custom Metrics: Part One: Building Out Our Data A dimension is a characteristic of an object that can be given different values. Dimensionsdescribe data. Definitions via Paul Koks at http://online-metrics.com/metrics-and-dimensions/ A metric is an element of a dimension which can be measured as a sum or ratio. Metrics measure data.
  49. 49. Custom Dimensions vs Custom Metrics: Part One: Building Out Our Data Screenshot from: http://www.analytics-ninja.com/blog/2015/12/google-analytics-custom-metrics-calculated-metrics.html
  50. 50. “I get it, you can track a bunch of stuff. Now how do we actually use all of this? Part One: Building Out Our Data Stakeholder Steve
  51. 51. @KaneJamison Part Two: Dashboards & Reports
  52. 52. Part Two: Dashboards & Reports Dashboards: Top PerformersAt A Glance Reports: Get Into The Details
  53. 53. Part Two: Dashboards & Reports Dashboard – Subscribers by Source: We want to understand where our email acquisition is working:
  54. 54. Part Two: Dashboards & Reports 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.
  55. 55. Part Two: Dashboards & Reports Report – Performance by Word Count: Which content lengths drive the most traffic and have strongest page value?
  56. 56. Part Two: Dashboards & Reports Report – Major Content Asset Performance: Track performance on major content projects within a Content Group, for example just your whitepapers, or case studies.
  57. 57. Part Two: Dashboards & Reports 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:
  58. 58. Part Two: Dashboards & Reports 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:
  59. 59. Part Two: Dashboards & Reports Remember, Google Analytics Can’t Think For You. If your boss asks, “what is our ROI on the whitepaperswe’re publishing,” the exact numbermay not exist in GA. Aggregate with outside data to get a cumulative value.
  60. 60. @KaneJamison DO THIS NOW: • Set up more Goals! • Set up Content Groupings! • Set up Custom Dimensions! Let’s Recap! DO THIS AFTER: • Set up yourMonthlyDashboards • Set up yournon-GAtracking
  61. 61. 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 marketingresources at ContentHarmony.com 61 Google Analytics For Content Marketers Contact Kane: Kane@ContentHarmony.com @KaneJamison Image Credits: Space photos available via Unsplash.com

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