Google Analytics: Setting Up Your Content Hub to Measure Conversions(Part 2)

ACTIONABLE DATAGAIN INSIGHTS REPORTABILITY

Today’s Agenda

01 02 03

What are we focusing on in GA?

Segments of Google Analytics

4 Major Buckets

Who are the people that read my content?

How are these people getting to my site?

What actions did they take that I want to

record

AUDIENCE ACQUISITION

CONVERSIONS

What do they do when they get there?

BEHAVIOR

Basic Reporting

Basic Goal Overview Page

SOURCE / MEDIUM

GOAL LOCATION

% of visitors who completed a goalCONVERSION RATE

Top sources that drove goal completion

Web page that resulted in goal completion

Goal Overview Page: Standard Insights

What are the actionable insights we can discover about

goals?

Valuable analytics allow you to easily understand them,

articulate them to others, and take action on them.

Insights to Look for from Content Marketing Goals

AUDIENCE

Geographic

Who is the audience that converts to goals?

Demographic

Technology

ACQUISITION

Primary Sources – e.g. Organic, Social

What sources drive goals most effectively?

Mediums – e.g Email

Referral Sources

BEHAVIORAL

First Touch Page

What unique attributes contributed to goal completion?

Last Touch Page

Average Journey Duration

Mutli-Touch Attribution

Goal Flow

Assisted Conversions

Time Lag

Goal Audience

NEW VS RETURNING

DEMOGRAPHIC

Where does your traffic come from?Knowing the regions/cities/states can help to highlight where your money should be spent.

GEOGRAPHIC

Building your database matters.Content marketing frequently requires multiple touches. Creating an owned audience can be the key to success.

Understanding the ways people get to youKnowing your channel sources is key to your strategy. Bad information results in bad strategy.

Quick Recap about Audience

TECHNOLOGYKnow your platformsUnderstanding the technology that works best can shape your distribution strategies

Goal Acquisition

CLEAN DATA

Measureable action that matters to your businessDifferent brands and content hubs have limitations and identifying a measureable metric that you can track will help lead you to deeper goals.

SOURCE

Quick recap about Acquisition

Clean data gives accurate resultsEnsure that your referral channel and content groupings are clean so that the results you’re getting are reliable.

Goal Behavior

Data Visualization

1. Custom Segments2. Dashboards

REPORTABLE

ACTIONABLE

Understanding the difference between absolute conversions and comparative metrics.INSIGHTS

Creating Custom Segments and Custom Dashboards give you valuable data about content marketing performance in a visual and sharable way.

Focus on the areas that have most impact to your business and benchmark them.

Quick Recap

Thank You!