Content Analytics: How to use Google Analytics for tracking Content Websites

– What should you be
tracking as a news website, a blog, or any other website that is centered around content? Well, in this video, I’m
going to give you my take on what you should be
tracking for content websites and Google Analytics. All and more coming up right after this. (upbeat electronic music) Hi there, and welcome to another video of, where we teach you the data-driven way of digital marketing. My name is Julian, and on this channel, we do marketing tech reviews, tutorials, and give you tips on better
tracking, just like this one. So if you haven’t yet,
consider subscribing. Now, a while ago, we did a video on what to track in general
in Google Analytics. And the conclusion of it all was that you need to
customize your tracking. Only track the things that are
important to your business. Now, what are these important things? Well, that depends on your business. We already did a video on what
to try for e-commerce stores, but now I wanna go into what
to track for content websites. That could be a blog, a news
website, or any other website that is centered around content, really, where the content is the
main piece that you want your users to consume when
they come to your website. Now, I’ll break this all
down into the basics, then the advanced usage and the pro uses of Google Analytics in
context to content websites. We’ve got lots to cover, so let’s dive in. (upbeat electronic music) Now, let’s start out at the basics, and those are really the same
for any website out there. You get your source tracking in order and you get your goals set up. Now, source tracking is
all about UTM parameters, so if you don’t know how to
use them in Google Analytics, check out our video that we
did previously or down below, and making a habit of tagging your URLs of your landing pages so you can identify where the traffic is coming from. Very important for Google Analytics. The second thing that you
wanna set up are goals. Now, goals are really something that you should be connecting to
your business objectives. What makes the money
and what is the action or the behavior that you
want your users to take in order to define
success on your website? Now, there are different
business models out there that support content website;
for example, advertising, lead generation, or just purely branding in a sense that they want you to read the content on the website. Now, for these business models, the goals set up would be different. Now, for an advertising website, you probably want to track
as much traffic as possible, generate as many page
views and also let the user generate as much page views as possible. That’s something you can
set up in Google Analytics. The actual page view per visit is a goal that you could define for an
advertising-driven website. You would also define many
page views or a threshold of page views in a certain
given day as a goal that might be something
that you want to do in order to define
success for your website. For a lead generation website
where you have content and you want to have their
email address, and the signup would be the most valuable
thing on your website, you obviously would track that interaction with event tracking,
possibly, or if the user sees another website or a
page after he signs up, you might want to
consider this as an input for your goals in Google Analytics. Last but not least, if you’re
purely content and you really don’t have any kind of call
to action on your website or sell any advertising then
you might want to define, as a goal when the user
reads through your content. That’s a little bit more
technical to set up. There is an event
tracking by Justin Cutroni that I will link up in
the description below which talks you a little bit through this, but it really clearly defines a reader in your users that come to your website, and that’s a very good
success metric for content, if people actually read through it and take the time to read through it. And these, then, are a
successful conversion on your website, and I would put that in as a goal conversion in Google Analytics. Now, let’s go over to the advanced stage. This is where you would probably have a little bit resources available. You have more time to look at the data and wanna get more insights out. The first thing that I
would recommend is to get more context about the page
views that are generated. You have a lot of data now
in your Google Analytics, and there’s something you can look into for content groups, for example. Content groups are basically a classification of your page views, so you can see if people
visited the homepage, the category pages, the post pages, or the classified section on your website, and this will help you to find out, what are the most popular
sections of a website and maybe also how
people are moving through your website in the different sections. The flow analysis is a very
good report in Google Analytics that let you sort by content groups. Now, the second thing I would
invest in the advanced stage is event tracking. So if you have any kind of
interactions on your website, you will be able to track
them with, for example, Google Tag Manager really easily. So any kind of call to action,
any kind of outbound link click, but also interactions
such as scrolling might give you more insights about how the users
are using your website. One method I mentioned before is the scanner/reader tracking
from Justin Cutroni, and I’m gonna link that up
in the description below, so check that out if you
wanna get a little bit more sophisticated about your
tracking in Google Analytics. All right, which brings us
now to the professional level, and the professional level
is really when you have enough people to analyze
the data, look at the data, and run a very professional
organization already in terms of analytics and
the team that is set up and the resources that are
allocated to analytics. What I would recommend
there is segmentation. Now, segmentation can only
happen if you have enough context and enough custom data
attributes in your system. What comes to mind there
is custom dimensions. Now, what can you send
into Google Analytics that are custom dimensions
for a content website? Check out the post in
the description below by The Next Web guys. The Next Web has 50 custom dimensions in their Google Analytics premium account, and it’s quite astonishing
what they came up with to segment their users and
give them more attributes and give those page views more attributes and all the actions that
can be taken on the website. At that stage, you wanna be able to differentiate your users. So are they returning
users, are they subscribers? Have they read one,
two, or three blog posts or clicked on any ads? This is some custom
information that you can send into Google Analytics, but
there needs to be somebody who can also analyze it and find the right insights out of it. The second tracking, which is a little bit more sophisticated, is
about the content itself. So if you have different
authors, these authors might be interested in how
can they improve their content in order to make it more
sticky or more viral and checking things like social shares but also how many pictures
were in that blog post, what the author was, how
long the content piece was, can give you a lot of insights on how is your actual content performing and making it more accessible
to different other groups, measuring against the goals that you have set up in
Google Analytics anyways. (upbeat electronic music) So there you have it. These are my tips on
how you can be tracking a content website with Google Analytics. Now, did you find that useful? Do you have any more concerns, more tips, more questions? Please leave them in the comments below. Now, we have new videos
coming out every Wednesday, so hit that subscribe button
so you’ll stay up to date with what we are doing
here at Measure School. My name is Julian. ‘Til next time.

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6 thoughts on “Content Analytics: How to use Google Analytics for tracking Content Websites

  1. Nice video, I was wondering which video you were referring to at 0:36 when you said "what to track i general in GA" and you point to the side but no link show up. </3

  2. hello Juliann sir.. Can you please tell me.. what we can track in google analytics with the help of javascript? Thanks…please provide a video link if possible..

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