Your ROI is based on the effectiveness of your content marketing strategy, and there is no better way to assess it than through Google Analytics. Whether your main KPI is your conversion rate, number of downloads, or bounce rate, Google Analytics can help you identify problem areas in your marketing plan.
But how much do you really know about Google Analytics? You could be just scratching the surface in terms of unlocking its full potential as a marketing tool. Here are three features you might not be using regularly (but should tap into as soon as possible).
1. The Term Cloud
Google Analytics has introduced a new tool called the Term Cloud, and it can dramatically reduce the amount of time you spend on keyword analysis. While it is worth looking into the finer points of data once in awhile, Term Clouds can let you quickly view the results of paid and organic keywords in either a percentage or a table format.
2. In-Page Analytics
If you love visuals, then you will love the In-Page Analytics feature of Google Analytics, which many users tend to overlook. This tool is essential if you are interested in finding out whether your website layout is helping you reach your goal, whether it has to drive sales or raise awareness of your company. You can use In-Page Analytics to determine how people are navigating your site. The feature shows the percentage of clicks that certain areas of your website are receiving.
3. Data Hub Activity
Data Hub Activity is a feature of Google Analytics that you should be focusing on, specifically if your content marketing strategy has a lot to do with social networking. This segment allows you to find specific information about what’s happening on your social sites, whether it’s Google+ or Facebook. You can find data on URLs people have shared, where they’ve shared it, and what they said.
Google Analytics doesn’t have to be the only resource you use to analyze the performance of your site and marketing strategy. On the flip side, its value also shouldn’t be underestimated – especially with the number amount of features available to users for free. Take some time to get familiar with Google Analytics and you’ll reap the benefits.