There’s certainly no shortage of metrics to access to measure your blog’s performance. Regardless of the analytics software you use, keeping track of what matters can get tricky. To make it easier, here are three blog metrics that can help you spot opportunities in key areas. The following will shed some light on where readers are coming from, which keywords they use, and what content they find most engaging.
1) Referral Traffic
Knowing which websites drive traffic to your site is important. But what’s really impactful is understanding how each of these referral sites stack up against one another in terms of a specific important activity — let’s say engagement, for example.
Looking at your referral traffic through the lens of engagement (number of page views and/or average time on site) are two filters you can apply to the referral traffic report that will provide you with this valuable information. Here’s how to set up custom goals with Google Analytics.
In the referral report above, you can see referral site, visits (segmented), and a custom goal named “Engaged Visits,” which is a combination of pageviews and average time on site.
This report can help you determine which channels you should be prioritizing and driving targeted content to, accordingly.
2) Keyword Analysis
The queries report in Google Analytics displays a list keywords that are driving traffic to your site. With some keyword analysis, you can also measure pages with the most unique views by search engine and/or keyword, all in relation to custom goals such as the engagement goal described above or a more specific conversion goal like newsletter subscribers.
This report is especially informative because not only can it help illustrate high-value keywords, but it also lets you know if your SEO efforts are on track.
The keyword analysis report above highlights the article and keyword in relation to both engagement and transactional metrics. This report really puts my SEO efforts in perspective and allows me to get more creative with calls-to-actions on pages with high inbound search traffic.
3) Content Engagement
Reviewing content by highest volume of pageviews only tells one side of the story. In order to really know if your content marketing strategy is working, you need to review your blog articles in relation to a given set of goals. It may sound like a no-brainer but without some thought about specific goals, the analytics may not give you the level of measurement you need in order see the big picture.
This next report illustrates specific blog pages in relation to engagement metrics along with a particular conversion goal. Not only can I see pageviews, I can also tell which pages readers find engaging and how my CTAs are working. It also allows me to see if the article is bringing in the kind of qualified traffic I’m looking for.
The report above quickly tells me which content is driving traffic and if that traffic is doing what the content was created to accomplish.
These three blog metric reports will hopefully help you identify how your blog is performing against metrics that matter most to your organization. To get started with integrating these reports in Google Analytics, check out these downloadable customer reports.
Remember, you’ll still need to identify what your goals are and customize these reports in order to fit those goals. However, once you have that, you’ll be well on your way to tracking blog metrics that matter.
What other metrics and custom reports are you tracking to measure your blog’s performance?