Google Analytics is an invaluable resource, according to the Jeff Bullas blog, as it offers a wealth of information that content marketers can use to build as well as refine their strategies.
Whether it is detailed demographic information of the visitor or detailed information on the performance of the campaign, it can even be very detailed with respect to user behavior.
However, it presents a problem, and that is that this does not happen automatically; You must know how to configure it correctly to make the most of its capabilities. The default configuration does not support the listed activities and unfortunately the tool is not as intuitive.
So if you think the Google Analytics interface is overwhelming or you’re worried that you’re not getting the most value from analyzing reports, you may have to go back one step and make sure your system is configured correctly.
That is why below we present 5 steps for your content to get more value from Google Analytics.
1. Connect Google Analytics and the Google search console
According to Bullas’ blog, before connecting Google Analytics and the Google search console, most of the keywords are shown as not provided.
If part of your job as a content marketer is optimizing content for SEO using keywords and evaluating the performance of those keywords, this could mean that you get stuck using two separate systems for reporting, gathering data from Analytics traffic and data from Search Console keywords.
But by connecting Search Console and Analytics, you can access keyword data directly along with all your other reports.
2. Enable audience tracking
The default Analytics control panel makes it easy to find some information about your audience, what devices they are using and where they are located, but those details are only a very small percentage of the detailed demographic information that the tool can provide.
Google Analytics allows you to collect details such as the average age of the visitors, the genres, lifestyle as well as purchase interests. However, to access these details, you must enable audience tracking.
3. Block spam bots
Spammers love finding new ways to drive traffic to sites, and one of the most common tactics they use is Google Analytics spam. They send false data that appears in your report as keywords or referral traffic. The problem is that none of this data represents real traffic or visits to websites.
The goal of Analytics spam often gets curious webmasters to visit these reference sites, which increases web traffic and advertising revenue.
Spam bots can guess your reports with inaccurate data, which causes you to make decisions based on wrong information.
So it is crucial that you take measures to prevent spam bot attacks from appearing in your reports; The easiest way to do this is to let Google take care of you again, although this does not happen automatically, you have to enable the automatic filtering of spam bots.
4. Set goals
The traffic of your site as well as the social actions are important metrics within the content marketing, but what the leaders really want to know is how their investment is helping the company to fulfill its objectives.
A simple way to collect and provide that information is to set goals in Analytics.
The objectives can track many different types of visitor behavior, but the simplest place to start with the objectives are the actions that lead to a specific landing page.
5. Create custom panels
Browsing through Google Analytics can be time consuming and confusing. Reports are slow to load, and you need data from several reports to gather all the information you need to make decisions.
Instead of following a series of steps every time you want to collect data in Analytics, configure custom panels to access everything you need on a single page.