Does Your Content Work? Advanced KPIs for Google Analytics

You spend tons of time making sure every word in your blog posts is perfect, but are you measuring the performance of these posts effectively?

Google Cabinet MCheck out even more about personalization and artificial intelligence with FUSE Enterprise.

You spend tons of time making sure every word in your blog posts is perfect, but are you measuring the performance of these posts effectively?

Whether you’re a Google Analytics magician or a certified beginner, GA is integral when evaluating the performance of any website (including small blogs).

For many just starting out in Google Analytics, digging through your plethora of data to unearth actionable insights is no small feat. To save your soul (and your time!) this post will walk you through how to create my go-to advanced segment: Engagement/Post.

This GA segment is simple, quick and applicable to any type of blog or business with content-focused KPIs.

Without further ado, here’s how you can take advantage of the unique segment I created to measure user engagement on my blog.

Kia blog post GA segment

What Is Google Analytics Advanced Segmentation?

Google Analytics Advanced Segments isolate specific types of traffic within your reporting views for deeper analysis. Segments essentially allow you to view GA data that follows your specified criteria. There are five ways to customize segments; by:

  • Demographics
  • Technology
  • User Behavior
  • Date of First Visit
  • Traffic Source

In addition to this list, GA provides the ability to program your parameters with conditions and/or sequences under the “Advanced” tab within the segment editor. This gives you the added flexibility of setting multiple conditions (which we’ll explore later) for your segments.

Using Advanced and Custom Segments in Google Analytics

In any view, segments can be found at the top of the screen underneath the header that contains the report’s name, your selected date range and the options for sharing. To remove/edit/share segments, toggle its settings by clicking the arrow next to each box.

kia blog post GA view

GA offers pre-set segments, such as:

  • Converters
  • Non-converters
  • Direct Traffic
  • Mobile Traffic
  • Etc.

Take a look at these later on, if you’re interested in using Google’s system segments.

Creating the ‘Engagement/Post’ Segment

My go-to segment, Engagement/Post, is unique because it gives you a refined look at the performance of specific content rather than an overall peek at website traffic.

Kia blog post Engagement/Post segment
Here’s how I define Engagement when creating the Engagement/Post segment

Next, you’ll create a condition that excludes traffic from your categorical website pages (example: home page, about us, etc.). Because it’s super-important to analyze these separately. This is because user intent and behavior varies, depending on where they are on your site. Bundling all activity without distinguishing between the pages that matter most is a sure-fire way to fudge up a good GA analysis.

Of course, this can all be done in a variety of ways without using advanced segments (think: filters, views, content groupings, etc.). But segmentation in GA is a foolproof way of validating this type of traffic data without getting your hands too dirty.

Kia blog post Engagement segment detail
Your GA segment should look something like this now

This advanced segment will allow you to better understand which content drives the most engaged users on your site. Compare it against other segments for best results.

Explore the Solutions Gallery

Kia blog post GA gallery

The GA Solutions Gallery is for those interested in importing dashboards, custom reports and segments into their own GA accounts. Essentially, this platform serves as a forum for sharing user-generated GA solutions.

The Solutions Gallery is perfect for beginners, because there aren’t any major commitments or heavy setup involved with importing. For pros, check out the GA Solutions Gallery if you’re looking for specific, detailed segments that align with common KPIs.

Feeling lucky? Upload or create your own solution to share publicly for reuse in the gallery.

Recommended Dashboards for Content Marketers

  • The Content Analysis Dashboard provides you with insights that help evaluate the efficiency of your content. The dashboard widgets show the pages that are underperforming or overperforming so you can adjust your strategy accordingly.
  • The Engagement and Loyalty Dashboard helps you analyze traffic growth over time to improve loyalty and engagement with your content.

You can also create your own dashboard in Google Analytics under the “Customization” tab. The tab is great for everyday GA users who wish to make shortcuts, craft custom reports and receive alerts.

Marketers, what’s your opinion on my Engagement/Post segment? Did you implement it, or did you find another segment that matched your needs in the Solutions Gallery?

Learn even more about the convergence of technology and branded content at the FUSE Enterprise summit. Artificial intelligence and personalization will be featured among many other techniques and technologies.

The Best of Psychology-Based Marketing

Marketers, like everyone else, sometimes need to reflect on where they’ve been in order to really see the valuable lessons they’ve learned and what they’ve accomplished. Here are four lessons in psychology-based marketing, which also happens to be the name of this column.

Elementary teacher email marketingMarketers, like everyone else, sometimes need to reflect on where they’ve been in order to really see the valuable lessons they’ve learned and what they’ve accomplished. Here are four lessons in psychology-based marketing, which also happens to be the name of this column.

The four blog posts that are top-of-mind for me are:

  • ‘This Will Never Happen to You’ — the concepts of denial that marketers to navigate through. To jog memories, here’s the first paragraph: “Car accidents, failed businesses or marriages, and lackluster marketing campaigns happen to ‘everyone but me.’ Or so we like to think — or, rather, are programmed to think.”
  • Remember that Donald Trump post? ‘Donald Trump Is Getting It Right by Doing It All Wrong.’ This is about the value of establishing “like values” with your followers.
  • ‘The Purpose-Driven Brand.’ This post is about how CSR attracts consumers far beyond your pricing and promotion strategies.
  • ‘The 4 Most Powerful Words for Closing Sales’ — aren’t the words most marketers would summon to mind. They’re “but you are free.” Here’s more about what that means: “Why do the simple words, ‘But you are free’ have such a strong persuasive impact on compliance? From a psychological perspective, we humans want to always feel in control, and when someone asks for something that is ours — our time, our money — we feel they are asking us to give up control of some of our most valuable necessities. From a marketing perspective, I believe the impact goes even deeper.”