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Tracking Content Goals With Google Analytics

Tracking Content Goals With Google Analytics. Presented by: Keidra Chaney. What I’ll Cover. Setting business objectives Content goals Tools in Google Analytics. About me. Started as web content manager, knowledge of HTML, CSS, PHP Trained through books, courses and experience.

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Tracking Content Goals With Google Analytics

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  1. Tracking Content Goals With Google Analytics • Presented by: KeidraChaney

  2. What I’ll Cover • Setting business objectives • Content goals • Tools in Google Analytics

  3. About me • Started as web content manager, knowledge of HTML, CSS, PHP • Trained through books, courses and experience. • Became a web analytics evangelist (and nag) at my workplace. • Started consulting on analytics and website optimization

  4. Has this happened to you? Sure thing! Hey, our client wants metrics on the new microsite

  5. Well… We got 2,000 visits Hey, so…. What does this spreadsheetmean?

  6. ??? Is that good or bad?

  7. Top Down or Bottom Up Approach to measurement? • Top Down: Starting with defined set of goals and a selected group of relevant metrics • Bottom Up: Starting without a defined set of goals GO TOP DOWN! Don’t jump in to Google Analytics without a measurement plan for your content!A measurement plan provides context for data and makes using Google Analytics a LOT easier.

  8. Step 1: Define the business objectives of your digital content • They help align your digital content goals and your overall business goals • Help leaders and content owners creators understand the value of content

  9. Examples of digital content business objectives • Increase brand awareness on social media • Improve customer service for customers • Enhance print communication materials

  10. Continue with content goals • Web content goals demonstrate user action • Think of outcomes (downloads, comments, form completion) not metrics (visits, pageviews, etc.) • DON’T JUMP THE GUN!

  11. Content goals

  12. Then think measurement! • What success metrics fit best with your content goals?

  13. Is it the *right* success metric? • Does it show results? Can you use it to show definitive ROI on your efforts? Does it show that it’s helping you sell widgets, create awareness? Increase registrations? • Does it give insight? Can you learn more about your users, the effectiveness of your content/campaign by looking at it? • Is it actionable? Can you look at it and take some kind of immediate action to make things better? • Can you benchmark it? Can you look at data month or month/week or week and see trends?

  14. Goal Tracking In Google Analytics Over Here!

  15. Goal Tracking In Google Analytics Track multiple user actions and $ value

  16. Goal Tracking In Google Analytics Here! Here! Click “goals” Then “create a goal”

  17. Goal Types in Google Analytics • Destination goals (ex. thank you page for newsletter signup form) • Duration goals (ex. average time on website) • Event goals (ex. video views) Dunno how to set up events? Go here: http://gaconfig.com/google-analytics-event-tracking/

  18. Goal Types in Google Analytics

  19. How do you track success? Trends! Look at trends to benchmark your average traffic and use that as the standard to beat. If your unique visitor count increases 5% month over month, that’s your benchmark

  20. Annotations: Provide context to trends Click this!

  21. Goal Flow View visitor funnel patterns by multiple dimensions – where do visitors drop off? Click this!

  22. Segmentation • Trends in aggregate may hide actual insights. • Look at segmented traffic to compare traffic from different audiences. • Segmentation allows you to give context to your data by focusing on a specific slice of your audience or audience behavior.

  23. Segmentation

  24. Takeaways • Identify business objectives • Identify content goals • Match appropriate metrics to goals • Set up tracking in Google Analytics • Benchmark and segment Don’t jump in to Google Analytics without a measurement plan for your content! A measurement plan provides context for data and makes using Google Analytics a LOT easier.

  25. Tools and Resources Google Analytics Education (Videos and more): goo.gl/mGpDG Google Analytics Support: goo.gl/dKOkS Google Analytics Blog: goo.gl/fQDWC Google Analytics Reporting Tools (Excel Plugins and more): goo.gl/zzA66 Google Analytics URL Builder: goo.gl/MB6zX

  26. Thanks! keidra@gmail.com www.thelearnedfangirl.com www.keidrachaney.com @kdc

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