Marketing measurement requires tools to make this a reality: You need to connect the dots between the content you publish and the results it produces toward your goal.
And Google Analytics is one the best ways to make this happen. Set it up, and let’s get started.
Open Google Analytics and select Admin.
Create a + New Goal.
Name your goal. I usually name it the metric behind the goal.
Choose your Type as Destination. This way, you’ll track a page view of a specific URL as a conversion. For example, marketing-qualified leads sign up and are directed to a specific page after they convert. So you’ll track visits to that page as conversions toward your goal to generate more leads.
Note there are other Types to choose from, so if another is better suited for your goal, you can read up on those Types here.
In Goal details, enter the slug of the URL, and select Begins with.
If you know the conversion always ends in a specific dollar value earned, you can assign that in the Value. For example, if every marketing-qualified lead provides $50 in revenue, assign that in Value to literally track your marketing ROI.
Save the Goal.
Awesome! Your goal is set up, so now it’s time to plan the way you’ll view the content that influences that conversion. You’ll do that with a Google Analytics Custom Report.
In Google Analytics, select Customization and then choose Custom Reports.
Create a + New Custom Report.
Write a Title for your Custom Report. I usually name this the same as your goal.
In Metric Groups, search for your Goal name. Choose the Goal Completion option of your Goal.
In Dimension Drilldowns, search for Goal Previous Step – 1. This will show you the URL of the piece they saw immediately before converting.
Now you will see all of the content that has generated results toward your goal. From here, you can analyze what worked (and what didn’t) so you can boost your effectiveness + efficiency.
Congrats! You’ve not only set a marketing goal, but now have a way to measure how the content you produce influences that metric.
Continue to Chapter 3 to learn how to do a strengths, weaknesses, opportunities, and threats (SWOT) analysis that will help you plan how your content will capture your audience’s interests way better than your competition’s