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@ContradoDigital www.contradodigital.com
Tracking Your Content Marketing
Results Accurately
@ContradoDigital www.contradodigital.com
My Background
Michael Cropper, Managing Director
@ContradoDigital www.contradodigital.com
Google Analytics Individual Qualification
@ContradoDigital www.contradodigital.com
Publishing Platform
@ContradoDigital www.contradodigital.com
Content Marketing
@ContradoDigital www.contradodigital.com
Purchasing Funnel
Content throughout the funnel
@ContradoDigital www.contradodigital.com
Dyson – Support
@ContradoDigital www.contradodigital.com
Traffic Sources
• Campaigns;
@ContradoDigital www.contradodigital.com
£1 = £2
@ContradoDigital www.contradodigital.com
Data Driven Approach
“Make smarter data driven business
decisions, focus on what’...
@ContradoDigital www.contradodigital.com
The Tools
@ContradoDigital www.contradodigital.com
Awesome Content
@ContradoDigital www.contradodigital.com
Google Analytics
• Website visitor tracking platform
• Free to use, enterprise ve...
@ContradoDigital www.contradodigital.com
UTM Tracking Parameters
www.contradodigital.com?utm_source=ww
w.bbc.co.uk&utm_med...
@ContradoDigital www.contradodigital.com
Social Media
Resource: http://www.contradodigital.com/resources/social-media-trac...
@ContradoDigital www.contradodigital.com
Social
• Bitly.com
• http://bit.ly/1pxJQtE
• http://con.tra.do/1a6ety8
@ContradoDigital www.contradodigital.com
Event Tracking
Set this up, on everything
ga('send', 'event', 'category', 'action...
@ContradoDigital www.contradodigital.com
Event Tracking
Report: Behaviour  Events
@ContradoDigital www.contradodigital.com
Goal Tracking
• Event
• Page View
• Time on Site
• Contact us Form
• PDF Download...
@ContradoDigital www.contradodigital.com
Goal Funnels
@ContradoDigital www.contradodigital.com
Ecommerce Tracking
Set this up!
Configure: Admin  Ecommerce Settings
@ContradoDigital www.contradodigital.com
Conversion Improvements
Analyse results for yourself!
@ContradoDigital www.contradodigital.com
Site Search
Use this!
Configure: Admin  Site Search Settings
@ContradoDigital www.contradodigital.com
iOS VS Android Mobile?
Let the data do the talking
@ContradoDigital www.contradodigital.com
Website Visitors
Report: Audience  Technology  Network
@ContradoDigital www.contradodigital.com
Conversion Rates on Mobile
Still not responsive?
@ContradoDigital www.contradodigital.com
Tracking Offline Activities
• Print Advertisement:
www.example.com/offer
• 301 to...
@ContradoDigital www.contradodigital.com
Assisted Conversions
@ContradoDigital www.contradodigital.com
Intelligence Events
@ContradoDigital www.contradodigital.com
Real Time Data
@ContradoDigital www.contradodigital.com
Advanced Segments
@ContradoDigital www.contradodigital.com
Account Structure
• Account (Linked to an email address)
– Property (www.website....
@ContradoDigital www.contradodigital.com
Notes on Filters
• Advanced segments VS filtered profiles
• Advanced segments = f...
@ContradoDigital www.contradodigital.com
Referral Spam
Resource: http://search.contrado.digital/referral spam
@ContradoDigital www.contradodigital.com
Example Results
• What: Expand content – Animal Charity
• From;
• To;
@ContradoDigital www.contradodigital.com
Example Results
• Ranking results – Animal Charity
@ContradoDigital www.contradodigital.com
Example Results
• Traffic results – Animal Charity
@ContradoDigital www.contradodigital.com
62% Growth - Organic Traffic
SEO & Content Marketing
@ContradoDigital www.contradodigital.com
Google Alerts
www.google.com/alerts
@ContradoDigital www.contradodigital.com
Google Webmaster Tools
www.google.com/webmasters/tools/
@ContradoDigital www.contradodigital.com
SharedCount.com
@ContradoDigital www.contradodigital.com
Questions?
Michael Cropper
Managing Director
michael.cropper@contradodigital.com
...
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Tracking your content marketing results accurately - WordCamp Manchester 2015 - 10-10-2015 - Michael Cropper - Contrado Digital

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Tracking your content marketing results accurately - WordCamp Manchester 2015 - 10-10-2015 - Michael Cropper - Contrado Digital

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Tracking your content marketing results accurately - WordCamp Manchester 2015 - 10-10-2015 - Michael Cropper - Contrado Digital

  1. 1. @ContradoDigital www.contradodigital.com Tracking Your Content Marketing Results Accurately
  2. 2. @ContradoDigital www.contradodigital.com My Background Michael Cropper, Managing Director
  3. 3. @ContradoDigital www.contradodigital.com Google Analytics Individual Qualification
  4. 4. @ContradoDigital www.contradodigital.com Publishing Platform
  5. 5. @ContradoDigital www.contradodigital.com Content Marketing
  6. 6. @ContradoDigital www.contradodigital.com Purchasing Funnel Content throughout the funnel
  7. 7. @ContradoDigital www.contradodigital.com Dyson – Support
  8. 8. @ContradoDigital www.contradodigital.com Traffic Sources • Campaigns;
  9. 9. @ContradoDigital www.contradodigital.com £1 = £2
  10. 10. @ContradoDigital www.contradodigital.com Data Driven Approach “Make smarter data driven business decisions, focus on what’s working and ditch what isn’t”
  11. 11. @ContradoDigital www.contradodigital.com The Tools
  12. 12. @ContradoDigital www.contradodigital.com Awesome Content
  13. 13. @ContradoDigital www.contradodigital.com Google Analytics • Website visitor tracking platform • Free to use, enterprise version also available • # of Visits, Traffic Sources, Revenue Generated • Over 560 dimensions & metrics to track, measure and analyse
  14. 14. @ContradoDigital www.contradodigital.com UTM Tracking Parameters www.contradodigital.com?utm_source=ww w.bbc.co.uk&utm_medium=referral&utm_c ampaign=cool-tech-review Resource: http://search.contrado.digital/utm
  15. 15. @ContradoDigital www.contradodigital.com Social Media Resource: http://www.contradodigital.com/resources/social-media-tracking-tool/
  16. 16. @ContradoDigital www.contradodigital.com Social • Bitly.com • http://bit.ly/1pxJQtE • http://con.tra.do/1a6ety8
  17. 17. @ContradoDigital www.contradodigital.com Event Tracking Set this up, on everything ga('send', 'event', 'category', 'action', 'label'); <a class="footer-links" onclick="ga('send', 'event', 'Click-To-Call', 'Click', 'Footer-Phone-Number')" href="tel:01254 584592">01254 584592</a>
  18. 18. @ContradoDigital www.contradodigital.com Event Tracking Report: Behaviour  Events
  19. 19. @ContradoDigital www.contradodigital.com Goal Tracking • Event • Page View • Time on Site • Contact us Form • PDF Download • Outbound Link
  20. 20. @ContradoDigital www.contradodigital.com Goal Funnels
  21. 21. @ContradoDigital www.contradodigital.com Ecommerce Tracking Set this up! Configure: Admin  Ecommerce Settings
  22. 22. @ContradoDigital www.contradodigital.com Conversion Improvements Analyse results for yourself!
  23. 23. @ContradoDigital www.contradodigital.com Site Search Use this! Configure: Admin  Site Search Settings
  24. 24. @ContradoDigital www.contradodigital.com iOS VS Android Mobile? Let the data do the talking
  25. 25. @ContradoDigital www.contradodigital.com Website Visitors Report: Audience  Technology  Network
  26. 26. @ContradoDigital www.contradodigital.com Conversion Rates on Mobile Still not responsive?
  27. 27. @ContradoDigital www.contradodigital.com Tracking Offline Activities • Print Advertisement: www.example.com/offer • 301 to UTM’d URL • Magic – Report: Acquisition  Campaigns  All Campaigns
  28. 28. @ContradoDigital www.contradodigital.com Assisted Conversions
  29. 29. @ContradoDigital www.contradodigital.com Intelligence Events
  30. 30. @ContradoDigital www.contradodigital.com Real Time Data
  31. 31. @ContradoDigital www.contradodigital.com Advanced Segments
  32. 32. @ContradoDigital www.contradodigital.com Account Structure • Account (Linked to an email address) – Property (www.website.com) • View (Filtered profiles) • Best practice – Raw data – All traffic excluding internal office IP – All traffic including internal office IP – Any other filter you would like Account Profile View View Profile View View Profile View View
  33. 33. @ContradoDigital www.contradodigital.com Notes on Filters • Advanced segments VS filtered profiles • Advanced segments = filtering the data that is already stored • Filtered profiles = filter the data before it is stored, so effectively disappears
  34. 34. @ContradoDigital www.contradodigital.com Referral Spam Resource: http://search.contrado.digital/referral spam
  35. 35. @ContradoDigital www.contradodigital.com Example Results • What: Expand content – Animal Charity • From; • To;
  36. 36. @ContradoDigital www.contradodigital.com Example Results • Ranking results – Animal Charity
  37. 37. @ContradoDigital www.contradodigital.com Example Results • Traffic results – Animal Charity
  38. 38. @ContradoDigital www.contradodigital.com 62% Growth - Organic Traffic SEO & Content Marketing
  39. 39. @ContradoDigital www.contradodigital.com Google Alerts www.google.com/alerts
  40. 40. @ContradoDigital www.contradodigital.com Google Webmaster Tools www.google.com/webmasters/tools/
  41. 41. @ContradoDigital www.contradodigital.com SharedCount.com
  42. 42. @ContradoDigital www.contradodigital.com Questions? Michael Cropper Managing Director michael.cropper@contradodigital.com @ContradoDigital

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