How do you measure website traffic when you don’t have a traditional macro goal in mind? Ecommerce, Lead-generation, and informational support websites have their own set of properties that allow you to mark up the user's journey.
Content Publishers: Experts that combine their and others expertise to share to a potential audience.
I’ll tell you why analytics underwhelms content publishers and why Google Analytics email reports for content publishers can solve that. But first, what are some content publisher engagement KPIs? These are some of the primary dimensions that you’ll want to visit inside of the Acquisitions > Site Content > All Pages
Select a 30, 60 or 90 day range you want to review and/or compare.
These are fundamental to all content publishers. We have to put our marketing hats on and think like content marketers. Pageviews should be digests as impressions and this is the ultimate barometer for our websites. What you’re reading now is a content publisher website! Be aware this metric is a multiple that’s based off the average base-users from Unique Pageviews.
If this is the stand alone user visiting your website - consider this a unique impression to your web page. This number is more of a guiding principle because it allows you to bring more people into the door. Take your pageviews and divide them by unique pageviews to see what the frequency of content visitation is. This might indicate strong backlinks, bookmarks, and social engagement to it. You want to have popular content that attracts new visitors but is also referenced often.
Avg. Time on Page
Very important to note this metrics if you want to know if content is being consumed or referenced. The longer the time spent on a page can denote content that’s more useful and could require building out that communication vehicle.
Users that entered your page through this page. This is metric complies all of your channels and you might want to segment into 1 channel for more detailed analysis.
This can be the death of a content publish if this is your sole metric you rely on. If someone finds your page from search, bookmarks or social and clicks through, references, and bounces off. That’s a 100% bounce rate and it can easily inflate your numbers. It’s very important to reference all the aforementioned metrics to see how they compare and if the bounce rate supports the theory you’re forming.
Similar to bounce rate, but this metrics means that users flow through the site and exit off this page. Think if a visitor found what they were looking for on that page and successfully left satisfied or left without solving their need. Carefully crafted content will allow you to attract the right content audience.
Google Analytics Email Reports
Now to the juicy details. If you haven’t watch my video it will walk you through some of the finer details. The key with Google Analytics email reports is to understand your KPIs first. What are you trying to measure and as a content publisher you’re measuring content pages. This is your asset and you want to sort information by All Pages and/or different sub directories on your site, etc. From the drop-down menu select how many rows you want to have in multiples of 25, 50, 100 and beyond.
It is recommend to select a secondary dimension from the tools bar.
Source/Medium will let you select different channel sources.
Include > Source / Medium > Containing > Google / Organic > Apply
This way you'll filter all of your pages with the source/medium of Google Organic Traffic. Now you're all set with your custom table with your top 25 URLs segmented by organic search traffic for your Google Analytics email reports. Now the analytics hack is you can process the information however you want from that page.
Select how you want to export this one-off report. You can also select email to send it to yourself. It's pretty self explanatory for how Google Analytics email reports can help you setup a reporting schedule. The trick is to prepare the data tables first and now you have unlocked the true power of Google Analytics email reports.