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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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Presentation Transcript
what i ll cover
What I’ll Cover
  • Setting business objectives
  • Content goals
  • Tools in Google Analytics
about me
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
has this happened to you
Has this happened to you?

Sure thing!

Hey, our client wants metrics on the new microsite

slide5

Well…

We got 2,000 visits

Hey, so…. What does this spreadsheetmean?

slide6

???

Is that good or bad?

top down or bottom up approach to m easurement
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.

step 1 define the business objectives of your digital content
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
examples of digital content business objectives
Examples of digital content business objectives
  • Increase brand awareness on social media
  • Improve customer service for customers
  • Enhance print communication materials
continue with content goals
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!
then think measurement
Then think measurement!
  • What success metrics fit best with your content goals?
is it the right success metric
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?
goal tracking in google analytics1
Goal Tracking In Google Analytics

Track multiple user actions and $ value

goal tracking in google analytics2
Goal Tracking In Google Analytics

Here!

Here!

Click “goals”

Then “create a goal”

goal types in google analytics
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/

how do you track success trends
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

goal flow
Goal Flow

View visitor funnel patterns by multiple dimensions – where do visitors drop off?

Click this!

segmentation
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.
takeaways
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.

tools and resources
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

thanks
Thanks!

keidra@gmail.com

www.thelearnedfangirl.com

www.keidrachaney.com

@kdc