It’s no secret that content engagement is a crucial part of every retailer’s web marketing strategy, but how do you know when users are actually being engaged? It seems intuitive enough that you would need a powerful way to track both static (blog posts, articles, etc) and dynamic (videos, podcasts, animation) types of content. For many floral retailers – and online marketers in general – Google Analytics is the go-to solution for tracking and managing any web content you put out into the universe.
While Google Analytics (GA) seems straightforward enough, you may be finding yourself wondering where to start. Let’s take a quick look at four tips for successful content monitoring and tracking in Google Analytics.
Three Tips for Better Content Tracking in Google Analytics
- Focus on the right metrics – If you’re stuck thinking that Google Analytics isn’t giving you accurate data, it’s likely that you may be focused on the wrong kinds of metrics. Successful content tracking means keeping an eye on metrics that match up with your content engagement goals. In general, you want to focus on three big measurement statistics: time spent, bounce rates and social media data. These metrics will give you real insight into how much time users are spending with your content, and whether or not they’re sharing content over social networks.
- Get a handle on short-term/long-term views – This is where the rubber meets the road. Essentially, you’ll need to keep a close eye on how potential customers are viewing and interacting with your content over short and longer periods of time. Start by filtering your metrics by a six months, and watch how user engagement is either growing or scaling back. From there you can shrink the view down to 3 months then down to the month, week and even day view if you want. This gives you a 30-foot to 30-inch view of what you may or may not need to adjust in your content strategy.
- Don’t forget your social media data – Social media data not only reveals that people are interacting with your web content, but also that they are sharing it with their friends. This lets you view just how many people are tweeting or sharing your content on Facebook.
Track everything all the time
Content marketing involves growing awareness for your retail brand. If you’re not tracking all of your content, you’re simply left to make educated guesses that often miss the mark. While this doesn’t necessarily happen overnight, Google Analytics gives you more control over your whole marketing process, which translates into more valuable experiences for your retail customers.