Content can help drive conversions according to a Google Analytics custom segment that filters traffic to only include conversions influenced by content marketing. The custom segment first identifies traffic from blog pages and then tracks if a conversion is completed. Applying this segment to dashboards shows how many conversions were influenced by content marketing.

1. Does content help drive
conversions?
GOOGLE ANALYTICS
Custom Segment - Sequence
First step > Page is Blog Page
Second step > Conversion is completed
Dashboard - How many conversions?
Apply Custom Segment to your dashboard - Filter
traffic to display ONLY conversions influenced by
Content Marketing
Follow-up - What we learned?
Produce more content similar to the one that worked.