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Measuring Content in Google Analyics

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Measuring Content in Google Analyics

  1. 1. Measuring the Value of Content WithGoogle AnalyticsLars von Sneidernlars@vonsneidern.net @LarsvonS
  2. 2. CONTENT CON@LarsvonS TENT …is a big idea
  3. 3. CONTENT; SO WHAT? CONTENT DEAL WITH IT@LarsvonS
  4. 4. CONTENT; SO WHAT? So, the big question is…. HOW DO WE MEASURE IT?@LarsvonS
  5. 5. CONTENT; SO WHAT? Answer #1: Get a Marketing Automation Platform (MAP)! Problem? THEY ARE REALLY FREAKING EXPENSIVE!!@LarsvonS
  6. 6. CONTENT; SO WHAT? Answer #2: Get smart with Google Analytics! Problem? NO WAY, IT‟S FREE! But you do have to work a little..@LarsvonS
  7. 7. MEASURING CONTENT - THE WHAT AND HOWThree considerations: 1. Basics: “Content” pages – what‟s sticking? 2. Intermediate: Are your goals being met? Do you even have goals? 3. Advanced: Inbound? You bet! Note: There is a lot more we could discuss that would take longer than 20 minutes. Buy me whiskey and we can talk…@LarsvonS
  8. 8. WHY SHOULD YOU LISTEN TO ME? ⌐ Analytics Director for a Portland-based agency ⌐ Over a decade‟s experience turning data into insights ⌐ The sweater vest… DEAL WITH IT@LarsvonS
  9. 9. The Basics:CONTENT PAGES – WHAT’SSTICKING
  10. 10. The Basics• Assumption #1: At the most basic level, you want people to “engage” with your content. What does this mean? • Look at it • Spend time with it • Not leave the site after seeing it • Push its buttons and otherwise poke it • Share it• Assumption #2: Content is typically contained on a web “page” and a lot about the content can be learned by stats pertaining to that page.@LarsvonS
  11. 11. The Basics: Look at it• At the most basic level, you want to know how many times your content has been seen.• Content > All Pages > Pageviews• But, never will raw pageviews be enough…@LarsvonS
  12. 12. The Basics: Spend time• What about Average Time on Page?• Generally, this is a very good leading indicator on content quality.• The assumption is that the more time people are spending on the page, the better the content. @LarsvonS
  13. 13. The Basics: Not leave• How about the ability of content to keep people on a site?• Bounce rate is often overlooked as a great way to see what content keeps your site “sticky.” @LarsvonS
  14. 14. The Basics: Poke thingsWARNING: ADVANCEDCONFIGURATIONREQUIRED!• One of the purest forms of engagement is actually poking the content.• This is usually captured through custom events, like: downloads, video plays, widget pushes, etc.• The more this is happening, the cooler the content is. @LarsvonS
  15. 15. The Basics: Poke things• For a little extra credit, you can calculate an average number of events per page by dividing the number of events for that page by its number of pageviews (or unique visits): Number of events on a particular Average page events per Number of pageviews for pageview that particular page@LarsvonS
  16. 16. The Basics: Share it• On a similar note, we can see what pages (content) are being shared, again assuming custom events are installed on share buttons.• Events > Top events, filter down to your Sharing event,• Add a “Page” Secondary dimension.• Filter to only look at “share” events. @LarsvonS
  17. 17. The BasicsSomething to keep in mind:• Looking at “content” pages is very different then looking at root and subdirectory pages (unless they contain content).• It may be helpful to filter out the root and subdirectory URLs before looking at content in this way.@LarsvonS
  18. 18. Intermediate:ARE YOUR GOALS BEING MET?DO YOU EVEN HAVE GOALS?!
  19. 19. Socratic Dialog about Goals…• Socrates: “Whenever anyone spends any amount of time or money creating something digital and putting it on a website, they should have some sort of goal or outcome associated with it.”• Plato: “Do you mean a „Goal‟ in Google Analytics?”• Socrates: “Yes, but first they should establish what the business „goal‟ of the content is. Do they just want people to visit their site, or do something once they get there? What is that? Spend a certain amount of time on the site? Fill out a form? Buy something? Share content?”• Plato: “Then, they want to make a goal in Google Analytics te reflect these business goals?”• Socrates: “Of course!”• Plato: “Genius!”@LarsvonS
  20. 20. Goooooooooooooooooooaaaaaaaaaaaal! • BIG QUESTION: DO YOU HAVE GOALS ESTABLISHED IN GOOGLE ANALYTICS? • NO? HOLY CRAP WHY NOT!!?@LarsvonS
  21. 21. Goals “Flowchart” Do you have No goals in GA? Make Yes some! Ok I did! Good Stop yelling!@LarsvonS
  22. 22. Quick How-to@LarsvonS
  23. 23. Quick How-to@LarsvonS
  24. 24. Quick How-to@LarsvonS
  25. 25. So…yeah…goals…@LarsvonS
  26. 26. What does that have to do with content? • The theory is that good content leads to more overall engagement with the site, and thus more time on the site and higher chance for goal conversion. • This can often be seen by looking at what page visitors are converting on, and where they were before hitting that page.@LarsvonS
  27. 27. Content and Goals• First, take a look at the Goals section of GA, under the Conversation menu. Click “Goal URLs.”• You can see what pages (URL) the goal selected are completed on, and for certain goals, this is a good (but not perfect) indicator of how successfully pages with certain content are at converting visitors.• However, this may not be very helpful, as some goals always conclude on the same page. @LarsvonS
  28. 28. Content and Goals• For a better (and easier) look, looking at “Funnel Visualization,” you can start to get a picture of what URLs most often lead to a conversion.@LarsvonS
  29. 29. Content and Goals• If you have a more complicated path to conversion, looking at “Reverse Goal Path,” will more completely show pathing.• However, this is a somewhat messy view…@LarsvonS
  30. 30. Content and Goals• Exporting the data to CSV will make it a little easier to work with.@LarsvonS
  31. 31. Content and Goals • Easy, right….? Let‟s take a closer look…# ----------------------------------------# company.com (Rollup)# Reverse Goal Path# 20120101-20130409# ---------------------------------------- iCommunity Signups (Goal 1Goal Completion Location Goal Previous Step - 1 Goal Previous Step - 2 Goal Previous Step - 3 Completions)/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn (entrance) (not set) 1,190/www.company.com/forms/community_register.ilmn?pb=1&form=community_register /www.company.com/forms/community_register.ilmn (entrance) (not set) 373/www.company.com/forms/community_register.ilmn?pb=1 (entrance) (not set) (not set) 116/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/landing/webinar_series_ign/index.ilmn (entrance) 106/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/index.ilmn (entrance) 48/www.company.com/forms/community_register.ilmn?pb=1&form=community_register /www.company.com/forms/community_register.ilmn /www.company.com/index.ilmn (entrance) 27/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/events.ilmn/tab/undefined /www.company.com/events.ilmn 22/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/forms/community_register.ilmn (entrance) 16/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/applications/sequencing/rna_seq.ilmn /www.company.com/applications/detail/sequencing/transcriptome_analysis. 15/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/events.ilmn /www.company.com/forms/community_register.ilmn (entrance) 14/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/science.ilmn /www.company.com/index.ilmn 14/www.company.com/forms/community_register.ilmn?pb=1&form=community_register (entrance) (not set) (not set) 14/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/forms/eu_seminar_register.ilmn?pb=1&iframe= /www.company.com/forms/eu_seminar_register.ilmn?id=70180000000crbu&i 12/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/forms/eu_seminar_register.ilmn?pb=1&iframe= /www.company.com/forms/eu_seminar_register.ilmn?id=70180000000crxb&i 11/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/forms/eu_seminar_register.ilmn?pb=1&iframe= /www.company.com/forms/eu_seminar_register.ilmn?id=70180000000cryZ&i 11/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/science.ilmn (entrance) 10/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/science.ilmn/tab/icommunity /www.company.com/science.ilmn 10/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/science.ilmn /www.company.com/forms/community_register.ilmn (entrance) 10/www.company.com/forms/community_register.ilmn?pb=1&form=community_register /www.company.com/forms/community_register.ilmn /www.company.com/forms/community_register.ilmn (entrance) 10/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/media/flash_player.ilmn?dirname=services&swfname=IGN_introduction&width=760&height=550&mp4 /www.company.com/landing/webinar_series_ign/index.ilmn 8/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/applications/sequencing/rna.ilmn (entrance) 7/www.company.com/forms/community_register.ilmn?pb=1&form=community_register /www.company.com/events.ilmn /www.company.com/forms/community_register.ilmn (entrance) 7/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/events.ilmn/tab/undefined /www.company.com/events.ilmn/tab/webinars 6 @LarsvonS/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/forms/eu_seminar_register.ilmn?pb=1&iframe= /www.company.com/forms/eu_seminar_register.ilmn?id=70180000000crB8&i 6/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/landing/webinar_series_ign/index.ilmn /www.company.com/landing/webinar_series_ign/index.ilmn 6
  32. 32. Content and Goals Final goal Last place they Second to last Third to last Total goal completion were place they were place they were completions location# ----------------------------------------# company.com (Rollup) (pretty much all the (we care about this) (we care about this too) (we def care about# Reverse Goal Path same, we‟ll assume it‟s this) (all the same,# 20120101-20130409 all the same and not# ---------------------------------------- we don‟t care) care) iCommunity Signups (Goal 1Goal Completion Location Goal Previous Step - 1 Goal Previous Step - 2 Goal Previous Step - 3 Completions)/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn (entrance) (not set) 1,190/www.company.com/forms/community_register.ilmn?pb=1&form=community_register /www.company.com/forms/community_register.ilmn (entrance) (not set) 373/www.company.com/forms/community_register.ilmn?pb=1 (entrance) (not set) (not set) 116/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/landing/webinar_series_ign/index.ilmn (entrance) 106/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/index.ilmn (entrance) 48/www.company.com/forms/community_register.ilmn?pb=1&form=community_register /www.company.com/forms/community_register.ilmn /www.company.com/index.ilmn (entrance) 27/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/events.ilmn/tab/undefined /www.company.com/events.ilmn 22/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/forms/community_register.ilmn (entrance) 16/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/applications/sequencing/rna_seq.ilmn /www.company.com/applications/detail/sequencing/transcriptome_analysis. 15/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/events.ilmn /www.company.com/forms/community_register.ilmn (entrance) 14/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/science.ilmn /www.company.com/index.ilmn 14/www.company.com/forms/community_register.ilmn?pb=1&form=community_register (entrance) (not set) (not set) 14/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/forms/eu_seminar_register.ilmn?pb=1&iframe= /www.company.com/forms/eu_seminar_register.ilmn?id=70180000000crbu&i 12/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/forms/eu_seminar_register.ilmn?pb=1&iframe= /www.company.com/forms/eu_seminar_register.ilmn?id=70180000000crxb&i 11/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/forms/eu_seminar_register.ilmn?pb=1&iframe= /www.company.com/forms/eu_seminar_register.ilmn?id=70180000000cryZ&i 11/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/science.ilmn (entrance) 10/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/science.ilmn/tab/icommunity /www.company.com/science.ilmn 10/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/science.ilmn /www.company.com/forms/community_register.ilmn (entrance) 10/www.company.com/forms/community_register.ilmn?pb=1&form=community_register /www.company.com/forms/community_register.ilmn /www.company.com/forms/community_register.ilmn (entrance) 10/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/media/flash_player.ilmn?dirname=services&swfname=IGN_introduction&width=760&height=550&mp4 /www.company.com/landing/webinar_series_ign/index.ilmn 8/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/applications/sequencing/rna.ilmn (entrance) 7/www.company.com/forms/community_register.ilmn?pb=1&form=community_register /www.company.com/events.ilmn /www.company.com/forms/community_register.ilmn (entrance) 7/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/events.ilmn/tab/undefined /www.company.com/events.ilmn/tab/webinars 6 @LarsvonS/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/forms/eu_seminar_register.ilmn?pb=1&iframe= /www.company.com/forms/eu_seminar_register.ilmn?id=70180000000crB8&i 6/www.company.com/forms/community_register.ilmn?pb=1 /www.company.com/forms/community_register.ilmn /www.company.com/landing/webinar_series_ign/index.ilmn /www.company.com/landing/webinar_series_ign/index.ilmn 6
  33. 33. Content and Goals Second to last Third to last Total place they were place they influence on total goal were total goal goal completions completions conversions@LarsvonS
  34. 34. Advanced:INBOUND? YOU BET!
  35. 35. Inbound? What‟s that?• Wikipedia* says: Inbound marketing is advertising a company through blogs, podcasts, video, eBooks, eNewsletters, whitepapers, SEO, social media marketing...• In other words, CONTENT! * HubSpot‟s Brian Halligan@LarsvonS
  36. 36. How do we measure Inbound?• Unlike previously, we are now talking about how well our content is at drawing the right kinds of people into our sites.• The process is fairly simple: • Tag inbound social links with unique campaign appends before they are let loose into the wild. • Observe traffic as it comes into your site, looking for patterns in behavior .@LarsvonS
  37. 37. Campaign Tagging and Tracking 101 • Google Analytics tracks four basic traffic sources: • Direct • Search • Referral • Campaign • Campaign traffic is only tracked if the link bringing someone to the site in questions contains specifically formatted appends*. * Append: Stuff added to the back of a URL with thins like ?’s and &’s and stuff=something. We’ve all seen them, and often have no idea what they do.@LarsvonS
  38. 38. Campaign Tagging and Tracking 101 • The appends that Google Analytics uses have four elements we are interested in: 1. Source (Ex: referrer: google, citysearch, newsletter4) 2. Medium (Ex: marketing medium: cpc, banner, email) 3. Content (use to differentiate ads) 4. Name (Ex: product, promo code, or slogan) • They are joined using things like ?‟s and &‟s into a string that is added to the back of URLs • When someone clicks on a link with an append like this, the traffic they generate is associated with a “Campaign” in GA. • Yawn.@LarsvonS
  39. 39. Anatomy of a Campaign Tag • For the purpose of this example, we will be applying the following appends to a link of a video on www.mysite.com, which will be shared on Twitter: • Source = social • Medium = twitter • Content = video • Name = how_to_be_awesome • Plop everything into Google‟s URL builder* • The resulting URL: www.mysite.com/video_page/?utm_source=social&utm_medium=twitter&utm_content= video&utm_campaign=how_to_be_awesome * http://support.google.com/analytics/answer/1033867@LarsvonS
  40. 40. Anatomy of a Campaign Tag • This URL is a little unwieldy, so it makes sense to shorten it using a service like bit.ly: www.mysite.com/video_page/?utm_source=social&utm_medium=twitter&utm_content=video&ut m_campaign=how_to_be_awesome bit.ly/wy49q • Now, SHARE LIKE THE WIND!@LarsvonS
  41. 41. Measuring the Effect • Unlike previous methods of measuring content, this is not looking at the content itself. • Rather, we are looking at how well the content, once shared, is at attracting the right people to your site.@LarsvonS
  42. 42. Measuring the Effect • Assuming your campaign appends are working, the tagged traffic should appear under Campaigns in the Traffic Sources view.@LarsvonS
  43. 43. Measuring the Effect• Looking in the “All Traffic” view and putting up a quick filter to only see “social” (or email in the case, same principle).• Now you can see what content links drove the most amount of traffic.. @LarsvonS
  44. 44. Measuring the Effect• …and what content is driving higher quality traffic who are staying on the site longer, looking at more stuff, and not bouncing.• It‟s like magic, but it actually happens! And unicorns! @LarsvonS
  45. 45. Your turn:Q&A
  46. 46. THANKS!Lars von Sneidernlars@vonsneidern.net @LarsvonS

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