tracking your content marketing results accurately - wordcamp manchester 2015 - 10-10-2015 - michael...

@ContradoDigital www.contradodigital.com

Tracking Your Content Marketing Results Accurately


My BackgroundMichael Cropper, Managing Director


Google Analytics Individual Qualification


Publishing Platform


Content Marketing


Purchasing FunnelContent 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=www.bbc.co.uk&utm_medium=referral&utm_campaign=coo

l-tech-review

Resource: http://search.contrado.digital/utm

http://search.contrado.digital/utm


Social Media

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

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

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


Social• Bitly.com

• http://bit.ly/1pxJQtE

• http://con.tra.do/1a6ety8

http://bit.ly/1pxJQtE

http://bit.ly/1pxJQtE

http://con.tra.do/1a6ety8

http://con.tra.do/1a6ety8


Event TrackingSet 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 TrackingReport: Behaviour Events


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


Goal Funnels


Ecommerce TrackingSet this up!

Configure: Admin Ecommerce Settings


Conversion ImprovementsAnalyse results for yourself!


Site SearchUse this!

Configure: Admin Site Search Settings


iOS VS Android Mobile?Let the data do the talking


Website VisitorsReport: Audience Technology Network


Conversion Rates on MobileStill not responsive?


Tracking Offline Activities• Print Advertisement:

www.example.com/offer • 301 to UTM’d URL• Magic – Report: Acquisition

Campaigns All Campaigns

http://www.example.com/offer


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

http://search.contrado.digital/referral%20spam


Example Results• What: Expand content – Animal

Charity

• From;• To;


Example Results• Ranking results – Animal Charity


Example Results• Traffic results – Animal Charity


62% Growth - Organic TrafficSEO & Content Marketing


Google Alerts

www.google.com/alerts

http://www.google.com/alerts


Google Webmaster Tools

www.google.com/webmasters/tools/

http://www.google.com/webmasters/tools/


SharedCount.com


Questions?

Michael CropperManaging Director

[email protected]

@ContradoDigital

tracking your content marketing results accurately - wordcamp manchester 2015 - 10-10-2015 - michael...

Data & Analytics