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Content Analytics - The Whys And Hows For Google Analytics

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These are my slides from SMX München 2016. Content engagement is a tricky thing to measure, especially how it changes over time, but in this article I give some ideas for how to enhance your content measurement process within your organization.

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Content Analytics - The Whys And Hows For Google Analytics

  1. 1. Reaktor Mannerheimintie 2 00100, Helsinki Finland tel: +358 9 4152 0200 www.reaktor.com info@reaktor.com Confidential ©2015 Reaktor All rights reserved Content analyticsThe Whys And Hows For Google Analytics Simo Ahava Senior Data Advocate
  2. 2. Simo Ahava Senior Data Advocate, Reaktor Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava Google+:er, +SimoAhava
  3. 3. Plug-and-play Analytics Data quality isn’t acquired — it’s earned @SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016
  4. 4. Popular analytics platforms are designed for 9,352,458* 
 different businesses. * Author’s estimate, not an official figure
  5. 5. When adopting a platform, we are forced to adopt its definitions as well.
  6. 6. Data quality is directly proportional to how well these definitions are understood.
  7. 7. Pageviews, really?
  8. 8. "I came, I puked, I left" Avinash Kaushik
  9. 9. Or did I? "I came, I puked, I left" Avinash Kaushik
  10. 10. Time spent doing…what?
  11. 11. The Engagement Funnel @SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016
  12. 12. VISIBLE PAGE VIEWS Had the page in focus in the browser AVG. ENGAGEMENT Interacted with the page READ RATE Read the page PAGEVIEWS Requested the page in the browser
  13. 13. } } } Tabbed browsing Idling / title-scanning Returning readers / longer articles / skip 
 to comments ABANDONMENT VISIBLE PAGE VIEWS Had the page in focus in the browser AVG. ENGAGEMENT Interacted with the page READ RATE Read the page PAGEVIEWS Requested the page in the browser
  14. 14. Initial impact
  15. 15. Engaged Visitors
  16. 16. Readers
  17. 17. 1: GUIDES
  18. 18. http://goo.gl/qIRTVL
  19. 19. http://goo.gl/qIRTVL PAGE VISIBILITY API - Create a Trigger condition, which only fires when the page is visible in the browser - Create a Trigger, which only fires when the page visibility changes - Create a Variable, which returns the visibility state of the page in the browser
  20. 20. http://goo.gl/27TOqn
  21. 21. CONTENT ENGAGEMENT - Measure the active engagement time on the page - This includes clicks, scroll, mouse movement, key presses - Add a 5-second-long grace period after the last engagement - Use Calculated Metrics to display the Average Engagement Time per page http://goo.gl/27TOqn
  22. 22. http://goo.gl/xAOO6V
  23. 23. CONTENT AS ECOMMERCE - Track content as products, and the entire content experience as a Shopping Behavior Funnel - Track scroll depth as a Checkout - Track bottom-of-content and dwell time as a Purchase - Track Read Rate as purchases per content view http://goo.gl/xAOO6V
  24. 24. 2: INCENTIVES
  25. 25. V Best
  26. 26. V S Best Best
  27. 27. V S C Best Best Best
  28. 28. Data is difficult It’s supposed to be @SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016
  29. 29. Thank you! simo.ahava@reaktor.com www.simoahava.com Twitter: @SimoAhava Google+: +SimoAhava Data is difficult - http://goo.gl/b4wfXK 10 Truths About Data - http://goo.gl/EpesEj The Schema Conspiracy - http://goo.gl/9RYNGU Further reading:

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