Google Analytics has become one of the most powerful tools in the online marketer’s arsenal. After all, conducting a successful Internet marketing campaign is about more than just creating content. The ability of a given piece of content to meet marketing goals is the true measure of its success. This series is here to give you a rundown on the best Analytics reports you may not be using, and the first one up for discussion is the Content Efficiency Analysis Report. Why? Because the Content Efficiency Analysis Report offers marketers a clear way to understand whether or not a given piece of content is truly effective in reaching viewers.
Imagine that a group of personal injury attorneys have created a chart to explain how Hawaii wrongful death cases move through the courts. Creating the chart was time consuming, so it’s important that the attorneys know whether or not it is effective in converting website visitors into clients. To gauge the efficiency of the content, they run the Content Efficiency Analysis Report. This report is aimed at evaluating an individual piece of content to decide if it helps marketers meet campaign goals.
This report is designed to offer a wide variety of insights about how website visitors interact with a given piece of content. The report is comprised of eight different columns beginning with page title. Information is then provided about entrances, bounces, unique visitors, page views, average time spent on the page, the per-visit goal value and goal completions. Carefully analyzing these results will allow firm leaders a better understanding of how well a given piece of content works within their marketing scheme as a whole.
After each piece of content has been analyzed, firm leaders can create a prioritized action plan. Such plans are essential to the ongoing success of any web marketing campaign.
Next up in this series is the Keyword Analysis Report, which can be used to scrutinize how well visitors can find high-quality content on a website.