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Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 2)

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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. Join NewsCred for the second installment of our Google Analytics webinar series focusing on content marketing conversions.

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Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 2)

  1. 1. Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 2)
  2. 2. ACTIONABLE DATAGAIN INSIGHTS REPORTABILITY Today’s Agenda 01 02 03
  3. 3. What are we focusing on in GA?
  4. 4. Segments of Google Analytics
  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. Basic Reporting
  7. 7. Basic Goal Overview Page
  8. 8. SOURCE / MEDIUM GOAL LOCATION % of visitors who completed a goalCONVERSION RATE Top sources that drove goal completion Web page that resulted in goal completion Goal Overview Page: Standard Insights
  9. 9. What are the actionable insights we can discover about goals?
  10. 10. Valuable analytics allow you to easily understand them, articulate them to others, and take action on them.
  11. 11. Insights to Look for from Content Marketing Goals AUDIENCE Geographic Who is the audience that converts to goals? Demographic Technology ACQUISITION Primary Sources – e.g. Organic, Social What sources drive goals most effectively? Mediums – e.g Email Referral Sources BEHAVIORAL First Touch Page What unique attributes contributed to goal completion? Last Touch Page Average Journey Duration Mutli-Touch Attribution Goal Flow Assisted Conversions Time Lag
  12. 12. Goal Audience
  13. 13. NEW VS RETURNING DEMOGRAPHIC Where does your traffic come from? Knowing the regions/cities/states can help to highlight where your money should be spent.GEOGRAPHIC Building your database matters. Content marketing frequently requires multiple touches. Creating an owned audience can be the key to success. Understanding the ways people get to you Knowing your channel sources is key to your strategy. Bad information results in bad strategy. Quick Recap about Audience TECHNOLOGY Know your platforms Understanding the technology that works best can shape your distribution strategies
  14. 14. Goal Acquisition
  15. 15. CLEAN DATA 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. SOURCE Quick recap about Acquisition Clean data gives accurate results Ensure that your referral channel and content groupings are clean so that the results you’re getting are reliable.
  16. 16. Goal Behavior
  17. 17. Data Visualization
  18. 18. 1. Custom Segments 2. Dashboards
  19. 19. REPORTABLE ACTIONABLE Understanding the difference between absolute conversions and comparative metrics.INSIGHTS Creating Custom Segments and Custom Dashboards give you valuable data about content marketing performance in a visual and sharable way. Focus on the areas that have most impact to your business and benchmark them. Quick Recap
  20. 20. Thank You!

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