If you’re a content marketer, then Google Analytics is your best friend. It tells you everything you need to know about your work and points you in the direction of the improvements that you can make which can make the world of difference to your success.
However, Google Analytics also throws ALL OF THE DATA at you and it can be difficult to know what metrics you should be taking into account when looking at your figures.
Here are the four most important metrics that you should be paying attention to as part of any content marketing campaign.
Average Session Duration
Checking out the length of time of the average session duration can be a key indicator of whether people are actually reading your posts or not. If people are spending a while looking at your posts, it means that they are actually reading and digesting it.
Average Session Duration can be found on the All Website Data dashboard in the Overview tab.
Improving this metric isn’t a quick fix. You need to make sure that your content is good. Incorporate links to other great content you have within the post. This will keep people on your site and exploring through your posts.
The bounce rate is exactly what it sounds like: how many people bounce off your site after only visiting one page. You want this figure to be low ideally, as one page of your site usually isn’t enough to give people enough information about what you do and how you can help them.
You can find the Bounce Rate just under Average Session Duration in the Overview tab on Google Analytics.
You can improve your bounce rate by, once again, having compelling content. You can also ensure that there is a good call to action and that you build landing pages that lead onto your homepage for any ad campaign that you run.
Users – New and Returning
Users are the people who are on your site. New users are drawn there for the first time, whereas returning users are retained prospects who like what you had to say and came back for more.
This information can be found under Sessions on the All Website Data dashboard.
New users can be attracted through a PPC campaign, mailers, social media campaigns and also through guest posting with a link to your website.
Once again, if you want returning users it’s a case of creating great content that makes people want to come back and see what else you are saying.
Organic Search Sessions
This metric is the one that tells you how many people find you because of search traffic – i.e., they were looking for a specific piece of info and your website came up.
The Acquisition page will let you see this metric.
To improve this metric, create content that people are actually looking for. Try using keyword tools to help you to identify the search terms that you should be using and create content based around them.
Remember, Google Analytics is one of the most vital tools in a content marketer’s toolbox. It will, with a little analysis, help you to create better content and more effective campaigns.