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

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

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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.

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.

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

  1. 1. Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)
  2. 2. DATA ACCURACYDEFINING GOALS SETTING UP CONVERSIONS Today’s Agenda 01 02 03
  3. 3. Segments of Google Analytics
  4. 4. What are we focusing on in GA?
  5. 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. 6. Understanding and choosing Google Analytics Conversion Goals
  7. 7. What is a conversion goal and how do I choose one?
  8. 8. A content marketing goal is a measurable action taken through your content that matters to your business.
  9. 9. Examples of Content Marketing Goals LEAD GENERATION Filling out Blog Subscribe Form Actions taken that can be tracked back to creating a new lead. Sales Demo Request Form New Member Sign Up TRANSACTIONAL Purchase on e-commerce site Actions taken that can result in a free or measurable purchase/transaction Request for physical collateral Download / Read White Paper or e-Book Coupon Redemption BEHAVIORAL Visit Product Detail / Pricing Page Behavior taken by a visitor that has intrinsic value to the company Visit CSR Page / Site Move from Content to Corporate Store Locator search About Page Coupon / Discount Program Join Reading x pieces of content Watching key video Sharing content
  10. 10. Content Journey mapping
  11. 11. Mapping your ideal content journey allows you to create better goals.
  12. 12. Best practice lead journey – Top Down Approach SUBSCRIPTIONS PAGEVIEWS OPPS LEADS MQLS New visitors to Insights content from all channels Goal is to move this channel to subscribe or sign-up to Insights directly Newsletter Subscriber & Upsell Opportunity Receives newsletter as normal, but also gets entered into stream to upsell to Insights Scorable Lead Contains enough data to be scored by Everstring MQL Scored by Everstring as A rated lead Opps Revenue Connected 2% 8% 15% 15%
  13. 13. CONTENT JOURNEY GOAL TYPE 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. DEFINE YOUR GOAL Articulate your content journey By creating a visual journey for ideal visitors, you can identify opportunities for creating goals, and success states that will be reportable to your CMO. Choosing a Goal type Lead generation, transactional, and behavioral goals can all be used to prove your business case or lead you to a process where you can choose deeper goals. Quick recap about Goal setting
  14. 14. Understanding + Customizing Your Traffic Data
  15. 15. What’s wrong with my Google Analytics data?
  16. 16. CONTENT GROUPING CHANNEL ACCURACY Knowing who sends you traffic Referral traffic is a powerful indicator of not only the impact of your content, but the sites that are key to growing your business. REFERRAL TRAFFIC Breaking your site into segments Being able to view your content on a topical or other grouping level allows you to gain more insight into your content and how to improve it. Understanding the ways people get to you Knowing your channel sources is key to your strategy. Bad information results in bad strategy. Google is close, but it’s not exact without context
  17. 17. 1. Referral Traffic
  18. 18. CONTENT HUB REFERRAL Referral Channel Organization BLOGSPOT FEEDLY CORPORATE YAHOO REDDIT
  19. 19. CONTENT HUB REFERRAL The Referral ‘Blind Spot ‘ BLOGSPOT FEEDLY CORPORATE YAHOO REDDIT
  20. 20. Defining your Traffic Sources Accurately
  21. 21. OWNED SOCIAL • Correct use of utms • Identifying email client urls EMAIL • Create a channel for owned domains and corporate sites • Understand the value of internal referral • Separating into Paid & Organic • Identifying custom utms Channels to focus on OTHER • Find better buckets for traffic in Other channel • Keep this channel to a minimum
  22. 22. Setting up Content Groupings
  23. 23. Examples of Content Grouping Architecture BLOG POSTS Topic 1 Topic 2 Topic 3 Topic 4 HIGH-VALUE CONTENT CONVERSION PAGES Topic 5 CONTENT HUB White Papers Videos Webinars Sign Up Page Coupon Downloads Contact Us
  24. 24. CONTENT GROUPING CHANNEL CLEANUP A clean referral channel gives you powerful data Removing the noise in your referral channel will show you the domains that drive valuable traffic to your site and will help inform your strategy to capitalize on this. REFERRAL TRAFFIC Grouping content helps you to understand your content performance better By grouping your sections, you’ll be able to use GA to look at the content without the additional noise, as well as viewing it at a granular level. Accurate channel data will help to inform your distribution strategy Cleaning up and creating custom channels will help to build a customized model for your content hub, and will also give you a more accurate picture overall. Quick recap about channel cleanup
  25. 25. Creating + Measuring Goals
  26. 26. Setting up a Goal
  27. 27. Google Goal Types Specific page or group of pages Set amount of time spent on site Coded element on the page that receives action DESTINATION DURATION EVENT Pages visited within a specific session PAGES/VISIT
  28. 28. Google Goal Types Specific page or group of pages Set amount of time spent on site Coded element on the page that receives action DESTINATION DURATION EVENT Pages visited within a specific session PAGES/VISIT
  29. 29. Viewing Goal Results
  30. 30. GOAL FLOW FUNNEL VISUALIZATION High-level view of your goals.OVERVIEW Visualizing the journeys to and from your goal locations Viewing the conversion rates for complex or multi-step goals High-impact Goal/Conversion Reports MULTI-CHANNEL FUNNELS Seeing how multiple channels work together to create goals
  31. 31. Look to your own business KPI’s to find actions that a user can take on your site that you can measure today. Start with achievable and measureable goals and you’ll have a foundation to build on with additional tools. Google Analytics is good at identifying traffic sources, but without some context from you, it might be giving you information that lead to a bad strategy. Clean up your channels and you’ll be able to measure with confidence. Creating Content Groupings can help you to understand your content better. Building an understanding ways to analyze goals will help you to see and record behavior that will matter to your CMO. Knowing how to interpret this data will help you to provide stronger insights into how these goals occurred and which channels to focus on. Quick Recap UNDERSTANDING TRAFFICDEFINING GOALS SETTING UP CONVERSIONS 01 02 03
  32. 32. The goal isn’t to be good at content. The goal is to be good at business by using content.
  33. 33. Thank You!

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