Google Analytics (GA) provides very powerful analytics tools right out of the box. However, most marketers are not familiar enough with what those tools can do, and are therefore not using them to their full advantage. Join NewsCred for the second installment of our Google Analytics webinar series focusing on content marketing conversions.

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

2. ACTIONABLE DATAGAIN INSIGHTS REPORTABILITY
Today’s Agenda
01 02 03

3. What are we focusing on in GA?

4. Segments of Google Analytics

5. 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

6. Basic Reporting

7. Basic Goal Overview Page

8. 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

9. What are the actionable insights we
can discover about goals?

10. Valuable analytics allow you to easily
understand them, articulate them to
others, and take action on them.

11. 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

12. Goal Audience

13. 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 you
Knowing your channel sources is key to your strategy. Bad information results in bad strategy.
Quick Recap about Audience
TECHNOLOGY
Know your platforms
Understanding the technology that works best can shape your distribution strategies

14. Goal Acquisition

15. CLEAN DATA
Measureable action that matters to your business
Different 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 results
Ensure that your referral channel and content groupings are clean so that the results you’re
getting are reliable.

16. Goal Behavior

17. Data Visualization

18. 1. Custom Segments
2. Dashboards

19. 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

20. Thank You!