Metrics and analytical methods to analyze your digital content
Posted: Tue Dec 17, 2024 9:04 am
Getting consumers' attention is extremely difficult these days. With metrics and analytical methods, that problem has come to an end.
There are more and more distractions and less retention capacity, so many marketers and different businesses have allocated part of their focus and budgets to creating digital content for their platforms. However, today, just publishing content for the sake of publishing it is not enough, since you need metrics and analytical methods to analyze it and understand if it is relevant and engaging for your audience. If you are just starting out in this topic, here are some tips that will help you focus better while doing your analysis.
3 important points about metrics and analytical methods to analyze your digital content:
1. Meet your best friend, Google Analytics
There are a ton of tools out there to make your job easier, but when it comes to digital content published on the web, the king is undoubtedly Google Analytics.
In addition to being free, it has a direct connection with many of the other Google services such as Adwords and Search Engine Console, which allow you to further optimize certain aspects.
You can access it quickly with a Google account and by proving that you own your website by doing a couple of simple verification steps that will take you less than a day.
Once it's working properly you can see all kinds of interesting data like what digital content is most viewed, for how long, demographics of your visitors and even what type of media they are entering your channel.
Getting familiar with the platform can be a bit tricky, but fortunately Google has an extensive help section and online courses so you can get used to it as quickly as possible.
2. Understanding the metrics
Every piece of digital content and digital advertising can be measured. Absolutely everything. That is what has made the presence of digital spending by companies increase exponentially over the last 10 years and in some cases exceed offline spending.
Knowing every single metric out there is a bit of a difficult starting point, but you'll need to take it slow as you try to make sense of the multitude of acronyms out there and really focus on the ones that are relevant to you.
Initially, it was helpful for me to have a file with the analytical terms and methods that I used the most so that I could have a clear and quick reference of what I needed to be analyzing.
3. What to consider when measuring digital content
Pageviews – The number of times the page containing your digital content was loaded and viewed. One person can generate multiple pageviews from a single content page.
Unique Pageviews – The number of times the page containing your digital content was loaded and viewed by a single person. This does not count other times that person visits that content in the future.
Average Time on Page – The amount of time that all visitors who landed on cambodia business email list that page spent on average. From a few seconds to several minutes.
Entries – Number of visitors who came to your website through this page.
Bounce Rate – The number of people who came to this page and then left your site.
This is a somewhat misleading metric, as you should only be alarmed if your page mixes a high bounce rate with a low average time on page. This means that, even though it is a landing page, people are not interested in it and are leaving.
On pages that are “transit” in nature, that is, that only serve as an intermediate step to reach the real content, this is very normal.
Traffic source
This is pure gold, as it will allow you to immediately know where visitors are coming to your site from. If you create content for your site, the best way to get visitors is through organic traffic, but other means such as social media can help.
This is just the tip of the iceberg when it comes to metrics and methods for analyzing your digital content. I hope it serves as an introduction to gradually refining the way you create content. Pay attention to all these metrics and detect which content has the most time, views and retention, and thus you can optimize new content or even some old content to give it new life and bring your products and services closer to potential customers.
There are more and more distractions and less retention capacity, so many marketers and different businesses have allocated part of their focus and budgets to creating digital content for their platforms. However, today, just publishing content for the sake of publishing it is not enough, since you need metrics and analytical methods to analyze it and understand if it is relevant and engaging for your audience. If you are just starting out in this topic, here are some tips that will help you focus better while doing your analysis.
3 important points about metrics and analytical methods to analyze your digital content:
1. Meet your best friend, Google Analytics
There are a ton of tools out there to make your job easier, but when it comes to digital content published on the web, the king is undoubtedly Google Analytics.
In addition to being free, it has a direct connection with many of the other Google services such as Adwords and Search Engine Console, which allow you to further optimize certain aspects.
You can access it quickly with a Google account and by proving that you own your website by doing a couple of simple verification steps that will take you less than a day.
Once it's working properly you can see all kinds of interesting data like what digital content is most viewed, for how long, demographics of your visitors and even what type of media they are entering your channel.
Getting familiar with the platform can be a bit tricky, but fortunately Google has an extensive help section and online courses so you can get used to it as quickly as possible.
2. Understanding the metrics
Every piece of digital content and digital advertising can be measured. Absolutely everything. That is what has made the presence of digital spending by companies increase exponentially over the last 10 years and in some cases exceed offline spending.
Knowing every single metric out there is a bit of a difficult starting point, but you'll need to take it slow as you try to make sense of the multitude of acronyms out there and really focus on the ones that are relevant to you.
Initially, it was helpful for me to have a file with the analytical terms and methods that I used the most so that I could have a clear and quick reference of what I needed to be analyzing.
3. What to consider when measuring digital content
Pageviews – The number of times the page containing your digital content was loaded and viewed. One person can generate multiple pageviews from a single content page.
Unique Pageviews – The number of times the page containing your digital content was loaded and viewed by a single person. This does not count other times that person visits that content in the future.
Average Time on Page – The amount of time that all visitors who landed on cambodia business email list that page spent on average. From a few seconds to several minutes.
Entries – Number of visitors who came to your website through this page.
Bounce Rate – The number of people who came to this page and then left your site.
This is a somewhat misleading metric, as you should only be alarmed if your page mixes a high bounce rate with a low average time on page. This means that, even though it is a landing page, people are not interested in it and are leaving.
On pages that are “transit” in nature, that is, that only serve as an intermediate step to reach the real content, this is very normal.
Traffic source
This is pure gold, as it will allow you to immediately know where visitors are coming to your site from. If you create content for your site, the best way to get visitors is through organic traffic, but other means such as social media can help.
This is just the tip of the iceberg when it comes to metrics and methods for analyzing your digital content. I hope it serves as an introduction to gradually refining the way you create content. Pay attention to all these metrics and detect which content has the most time, views and retention, and thus you can optimize new content or even some old content to give it new life and bring your products and services closer to potential customers.