Intro to Google Analytics for Content Marketers (An overview of GA (How it…
Intro to Google Analytics for Content Marketers
The origins of this course
GA is a KEY skill for content marketers
But it's hard to learn
I didn't have access to an account when I was just getting started
Most GA training is about ALL of GA, way more than you need to know in content marketing, at least at first.
This course is for any of you who want to know how to use GA as a content marketer, even if you're completely brand new
Don't have access to a GA account? Email me at
(or just send me a DM with your email) and I'll give you read-only access to my two properties
The right way and the wrong way to use GA
Use GA to answer questions
Don't use GA to "dig around and spot trends"
Don't ransack the data
Standard Deviations: Flawed Assumptions, Tortured Data, and Other Ways to Lie with Statistics by Gary Smith
An overview of GA
How it works
Accounts, Properties, and Views
Home, Customization, and Realtime
Using GA correctly
So far, I've been doing what most GA courses do: tell you what you CAN do and what you CAN see
That's not the right way to use GA
Using GA correctly means doing 2 things:
Determining if your strategies & tactics are working
Questions and answers using GA
Is organic working?
Acquisition > All Traffic > Source/Medium
Behavior > Site Content > All Pages > Secondary dimension = Google|Bing
Is social media working?
Acquisition > All Traffic > Channels > Social Media
Is ABM working?
Monitor Individual Posts
Sidebar 1: Saved Reports
Sidebar 2: The problem with bounce rate
Is the email list working?
Acquisition > All Traffic > Channels > Direct (or a custom variable if it's there)
Is community promotion, PR, guest posting, paid promotion, working?
Acquisition > Channels > Referrals
Is my combined strategy working?
Acquisition > Overview
Behavior > Overview
NOTE: The next few minutes will be only about traffic. We'll get to conversions in a moment
Three key features
The search filter
Generates new questions
So far we've looked at traffic, but traffic is not an accurate measure of the value of your work
For that, you need conversions
The best way to do this is with a MA system (Hubspot, Infusionsoft, Marketo, etc.)
But if you don't have one of those tools, GA can still tell you a lot
The Model Comparison Tool
Goals (Admin > View > Goals)
Conversions > Goals > Funnel Visualization
The problems with this report
Doesn't provide names
Doesn't filter out spam or non-buyers who used the form
90 day window
People change devices, browsers, locations, and clear cookes
Use it to track trends, not to say "we created exactly X number of leads"
Conversions > Attribution > Model Comparison Tool
Read this post from Grow and Convert
and you'll see it in action for WAY bigger sites than mine
It's about measuring the effectiveness of your work
Benchmarks are meaningless.
REMINDER: Let me know if you want read-only access. :smiley:
Look for trends and improvement. If you're not seeing the pattern you expect, that's when it's time to make a change
DON'T RANSACK YOUR DATA (and be on the lookout for people who do — BECAUSE THEY WILL)