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Tracking Content
Goals With Google
Analytics
Presented by: Keidra Chaney
What I’ll Cover
• Setting business objectives
• Content goals
• Tools in Google Analytics
About me
•
•
•
•
Started as web content
manager, knowledge of HTML,
CSS, PHP
Trained through books, courses
and experience.
Became a web analytics
evangelist (and nag) at my
workplace.
Started consulting on analytics
and website optimization
Has this happened to you?
Sure
thing!
Hey, our
client wants
metrics on
the new
microsite
Hey, so….
What does
this
spreadsheet
mean?
Well…
We got
2,000
visits
???
Is that good
or bad?
Top Down or Bottom Up
Approach to measurement?
• Top Down: Starting with defined set of goals and a selected
group of relevant metrics
• Bottom Up: Starting without a defined set of goals
GO TOP DOWN!
Don’t jump in to Google Analytics without a measurement
plan for your content! A measurement plan provides
context for data and makes using Google Analytics a LOT
easier.
Step 1: Define the business
objectives of your digital content
• They help align your digital content goals and your overall
business goals
• Help leaders and content owners creators understand the
value of content
Examples of digital content
business objectives
• Increase brand awareness on social media
• Improve customer service for customers
• Enhance print communication materials
Continue with content goals
• Web content goals demonstrate user action
• Think of outcomes (downloads, comments, form
completion) not metrics (visits, pageviews, etc.)
• DON’T JUMP THE GUN!
Content goals
WEB/CONT
ENT
ACTION
GOAL
Home Page
Sign up for
newsletter
Collecting contact
information
Blog
Reading an
article
Increased readership
Video view
Customer
engagement
Video
Then think measurement!
• What success metrics fit best with your content goals?
GOAL
METRIC
Collecting contact
information
# of newsletter signups
Increased readership
Average time on site
Customer engagement
# of video views
Is it the *right* success
metric?
• Does it show results? Can you use it to show
definitive ROI on your efforts? Does it show that
it’s helping you sell widgets, create awareness?
Increase registrations?
• Does it give insight? Can you learn more about
your users, the effectiveness of your
content/campaign by looking at it?
• Is it actionable? Can you look at it and take some
kind of immediate action to make things better?
• Can you benchmark it? Can you look at data
month or month/week or week and see trends?
Goal Tracking In Google Analytics
Over Here!
Goal Tracking In Google Analytics
Track multiple user
actions and $ value
Goal Tracking In Google Analytics
Here!
Click “goals”
Then “create a goal”
Here!
Goal Types in Google Analytics
• Destination goals (ex. thank you page for newsletter
signup form)
• Duration goals (ex. average time on website)
• Event goals (ex. video views)
Dunno how to set up events? Go here:
http://gaconfig.com/google-analyticsevent-tracking/
Goal Types in Google Analytics
How do you track success?
Trends!
Look at trends to benchmark your average
traffic and use that as the standard to beat.
Visits
If your unique visitor count
increases 5% month over
month, that’s your benchmark
3,500
3,400
3,300
3,200
3,100
Visits
3,000
2,900
2,800
2,700
Aug
Sep
Oct
Nov
Dec
Annotations: Provide context to
trends
Goal Flow
View visitor funnel
patterns by multiple
dimensions – where do
visitors drop off?
Segmentation
• Trends in aggregate may hide actual
insights.
• Look at segmented traffic to compare
traffic from different audiences.
• Segmentation allows you to give context
to your data by focusing on a specific
slice of your audience or audience
behavior.
Segmentation
Takeaways
•Don’t
Identify
objectives
jumpbusiness
in to Google
Analytics without a
measurement
plan for your content!
• Identify
content goals
• Match appropriate metrics to goals
A measurement plan provides context for
• Set up tracking in Google Analytics
data and makes using Google Analytics a
• Benchmark and
segment
LOT
easier.
Tools and Resources
Google Analytics Education (Videos and more):
goo.gl/mGpDG
Google Analytics Support:
goo.gl/dKOkS
Google Analytics Blog:
goo.gl/fQDWC
Google Analytics Reporting Tools (Excel Plugins and more):
goo.gl/zzA66
Google Analytics URL Builder:
goo.gl/MB6zX
Thanks!
[email protected]
www.thelearnedfangirl.com
www.keidrachaney.com
@kdc