Content Analytics Made Easy | Collect Feedback with Survey Tools

Content Analytics Made Easy | Collect Feedback with Survey Tools

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Content Analytics Made Easy | Collect Feedback with Survey Tools
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The Challenge of Assessing Performance with Content Analytics

As a digital marketer with 10 years of experience, I understand the frustration of trying to determine what content truly resonates with your audience.

Sitting in a dashboard, analyzing various numbers and metrics, can be incredibly boring and time-consuming. I decided to speak to other digital marketers to see if they shared the same struggle, and it turns out that many do. Here are the three main challenges we all face:

1. Using Multiple Platforms

Digital marketers today rely on a multitude of platforms, such as GA4, Search Console, Ahrefs, and SEMrush, among others. Each platform provides valuable data, but managing and analyzing all of this information can be overwhelming.

It’s tedious to navigate through different dashboards and attempt to piece together a comprehensive understanding of what content is performing best.

2. Time Constraints

Due to the aforementioned reliance on multiple platforms, digital marketers spend a significant amount of time each month content analytics data. On average, we dedicate a full day to sorting through numbers and trying to decipher what works and why.

This time-consuming process takes away from other important marketing tasks and slows down our overall productivity.

3. Relying on Guesswork

Despite our efforts to analyze data, we often find ourselves guessing the reasons behind the success of certain content pieces. While the numbers may provide indicators of what works, they don’t provide the full story.

We need insights into why certain content resonates with our audience, and that’s where traditional data falls short.

The Solution: Blending Customer Feedback and Traditional Metrics

To address these challenges, we’ve developed a new approach that blends customer feedback with traditional metrics of success, like GA4 content analytics.

By combining insights from our audience with conventional data points, we gain a deeper understanding of content performance.

Using our easy-to-create survey widgets, you can achieve four powerful outcomes:

1. Collect a Content NPS Score

The Content NPS (net promoter score is a simple rating that quickly tells you if your content is meeting the expectations of your audience.

Whether it’s traffic from SEO and a certain keyword, or a user who saw the title of your content elsewhere and wanted to find out more. Ratings range from one to five, allowing you to gauge how well your content is performing.

These widgets can be fully customised to match your brand’s aesthetics and are incredibly user-friendly.

2. Ask Custom Questions

In addition to collecting ratings, you can further validate feedback by asking custom questions tailored to your target audience.

For example, if you’re in the B2B space, you might ask respondents about their department and seniority level. If you’re targeting B2C, you can inquire about their stage in the customer journey or specific demographic information.

These custom questions enhance the quality of feedback and provide valuable context for analysis. In short – think of any data point you can’t get right now from GA4 and add it in here.

3. Understand What Works and What Doesn’t

With the feedback and ratings collected, you can gain insights into what resonates with your audience and what doesn’t. This information is invaluable for improving your content strategy.

For instance, you might discover that your blog is too long or that guide you wrote doesn’t get to the point quick enough. Armed with this knowledge, you can make informed decisions when creating future content.

4. The Best of Both Worlds

Now, here’s where it gets really exciting. We’ve combined the power of content analytics metrics from platforms like GA4 with the feedback and ratings obtained through our survey widgets.

In just a few clicks, you can access key metrics such as views, user engagement, conversion rates, and more, alongside your audience’s content ratings and feedback.

This integration allows you to quickly identify your best and worst performing content and understand the reasons behind their performance.

By leveraging both traditional metrics and customer feedback, you no longer have to rely on guesswork when assessing content performance. Our solution, Rockee offers you a comprehensive and streamlined approach to measuring content success.

Make Your Life Easier with Rockee

If you’re tired of the content performance guessing game, it’s time to embrace Rockee.

Setting up a widget and gaining insights can be done in just minutes. Get started here and unlock the full potential of your content.

Matt Laybourn - Rockee

Matt Laybourn

Matt is the founder of Rockee, who has over 10 years experience in B2B as a senior strategist in content and performance marketing, working on both agency and client side. When not obsessing over numbers, he’s out hiking with his dog or watching basketball

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    How to measure content performance using Google Analytics 4 (GA4) and Rockee

    How to measure content performance using Google Analytics 4 (GA4) and Rockee

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    How to measure content performance using Google Analytics 4 (GA4) and Rockee
    Updated:
    read

    Rest in peace Universal Analytics

    As of July 1st, 2023, the Google Analytics you’ve grown accustomed to over the last ten years ceased to exist. I know – on its tenth anniversary as well! That’s the official date that Universal Analytics properties will stop processing data. This data signals the start of a new era under Google Analytics 4 (GA4).

    You’ll still be able to see old Analytics reports for at least six months afterwards, but only new data will flow into GA4 properties from that date on.

    What do you need to know about GA4? 

    The biggest changes to take note of are the layouts of dashboards and changes in metrics and terminology. This is ultimately driven by a change in analytics methodology, which is a shift from session-based hit types like page hits, events hits etc to ‘event-based’.

    Simply put, all hits like ‘page-view’ are now events. If you want to get into the technical details, Google’s official documentation is here.

    Where have all my metrics gone! What does this mean for content marketers?

    One of the big things for content marketers, who love analysing content performance to get used to is the metrics. Nearly all the metrics we’ve been using for the last 10 years are going or have been replaced.

    Try not to scream. It’s going to be just fine.

    Horror scream
    It’s a good thing. Really.

    Here’s why – most of the metrics we used were flawed in one way or another. That’s because Google Analytics was never built to measure content. Look at it like this:

    • Time on page – this was always subject to users who multi-tab, leaving tabs open for a full maximum session duration. A good guide on engagement but not accurate.
    • Bounce rate – This was always misleading. For example, high can be good! Someone who visits once, reads a whole article and solves a problem might leave once they’re done. And they’ve only visited one page. This contributes to a high bounce rate as that person didn’t trigger a secondary action on your website. In short, a bad metric for content.
    • Unique page views – A massive skew on what matters, which is engagement. This is not, and never has been, a good indicator on how many people start to read your content. People browse, click, and go all over the place.

    Historically, this has been a big problem for content marketers. This data, while an interesting proxy to content performance, isn’t fit to help you measure or improve content.

    thinking and guessing
    There are no clear answers from the data. I mean, who’s making better content based on a dwell time or a bounce rate? You’d just be guessing. And that doesn’t feel like a solid foundation for creating great content.

    GA was never built to measure content. It’s time to embrace change. So long, old friend.

    Out with the old – in with the new. How to measure content using GA4.

    The metrics that matter

    Users – This is a key metric to establish ‘unique readers’ of your content. Universal Analytics used to focus on ‘total users’, whereas GA4 is focused on ‘active users’ – users who are currently engaged.

    You will see a margin of error when comparing reports, mainly as GA4 at this point does not support filters. You can find more in this Google guide.

    Average engagement time – Out with dwell time, in with user engagement. This, in essence, measures how long you’re ‘active’. That means all the time you are scrolling, moving your mouse etc.

    Even if these are lower than your existing ‘session duration’ times, don’t fret. Most people are multi-tabbing. Switching in and out of your content among other things. Bear that in mind.

    Engagement rate – This is the one that’s closest to replacing ‘bounce rate’. Engagement rate is the number of engaged sessions divided by the total number of sessions.

    An engaged session could be it one that lasts longer than 10 seconds, had a conversion event, or had two pageviews. The lower the engagement rate, the less your audience is enjoying that content.

    Unique user scrolls – If ever I was to have a favourite metric (I know – I’m great at parties), this would be it. For years, content marketers set up custom-scrolling scripts in Universal Analytics. You don’t need to do that anymore!

    In GA4, scroll depth is automatically calculated at 90% depth (you will need to turn on enhanced measurement in GA4: Admin> Data Streams> Select website/stream> Turn on enhanced measurement)

    In essence, this means someone has scrolled to the bottom of your content. They are most likely to have read the full article. This is a key metric when you compare it with users to determine how many people started and finished your content.

    Conversions – Formerly known as ‘goals’, conversions work much the same. This is where you can start attributing content to business outcomes. In GA4, you’ll need to set these up yourself, as the pre-defined metrics are very app centric.

    We’d recommend you set up goals that relate to events that really matter. We’re talking form-fills, chatbot engagement or key CTAs to your platform sign-up page (if you’re SaaS of course). Linking content to impact has never been easier.

    Larry ok

    Combining GA4 and Rockee Insight data

    Here’s the fun bit (ok, we’re biased). Now it’s time to understand the ‘why’ behind the analytics, when measuring content performance. Once you’ve set Rockee up on your website (read our how-to guides here), you’ll see people leaving ratings and feedback in your Rockee dashboard.

    The unique logic-based questions Rockee uses will quickly allow you to understand user sentiment towards your content. Have you helped solve a problem, was something missing, what could you do better?

    In short, it’ll help you make sense of the numbers with feedback from the people who matter most – your audience.

    Improved content optimisation

    With GA4 and Rockee, you’ve now got all the tools and insights you need to improve your content.

    Where to start?

    High-volume content

    Which assets get the biggest audience? Your big SEO winners are your priorities. Getting under the skin of how that content performs can unlock bigger lead driving opportunities.

    Combine the high volume unique user page visits from GA4 and Rockee feedback scores to understand how you can improve the content on these pages.

    Pro tip: Use the Rockee audience identifier questions to measure whether high performing keywords are bringing in relevant target audience traffic.

    Low-performing content

    Which content gets the lowest rating and what does the feedback say? This is where users aren’t getting what they need from your content.

    Too much detail? Not enough detail? Hard to understand? Too simplistic?

    These are the kind of things your audience can tell you. All you need to do is listen, learn and iterate to improve your content quickly. As we say, the only bad feedback is no feedback.

    High performing content

    On the flipside, where are people getting what they need from your content – enjoying it even?

    You’ve got high engagement rates, lots of unique user scrolls and great Rockee ratings – there’s something going down with this content! Look at the feedback and use it to repeat what you’re doing well in other pieces.

    More than helpful content

    The GA4 update will take some getting used to. But crucially, we’re moving to more meaningful metrics and data to help us understand what effective content looks like. This is vital as Google is placing ever more emphasis on ‘good’ content – as well know from the Helpful Content Update.

    So, before we start thinking about creating more content, let’s focus on making better content.

    Be on the side of quality, not just quantity.

    Matt Laybourn - Rockee

    Matt Laybourn

    Matt is the founder of Rockee, who has over 10 years experience in B2B as a senior strategist in content and performance marketing, working on both agency and client side. When not obsessing over numbers, he’s out hiking with his dog or watching basketball

    Get content insights in your email

      Share this article
      How good is your content?

      Get some feedback

      Stop guessing from analytics data, start knowing from your audience

      Rockee diamond  No contracts Rockee diamond See plans and pricing ->

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