How to measure ROI on content marketing using Google Analytics

According to reports, 91 percent of Business-to-business entrepreneurs practice content advertising to connect with their clients. Whilst the world wide web is exploding with content, slicing throughout the noise can be hard. It gets more strenuous when your content doesn’t perform nicely. Therefore, it's vital to measure ROI of the content advertising tactics. 

Here’s list seven methods to measure content advertising ROI to your brand 

Measure your Revenue ’ Conversions 

Your earnings ’ results might be a direct reflection of the impact of your content advertising plan. But how do you track it? The solution lies in using Customer relationship management tools such as HubSpot or Salesforce & linking them to Google Analytics dash panel to show the impact of your sales. 

Another technique using Google Analytics might be to track the effect of your revenue by preparing conversion objectives. Goals can involve many things: 

• Purchases 
• Form fill-ups 
• On-site time 
• Traffic, and a lot more 

You may also leverage Google Analytics to calculate the number of leads and also the final conversions or revenue for your campaign via: 

• Check ‘Conversions’ 
• Then click ‘Goals’ 

Therefore, assisting you to track the sales and the earnings. 

Measure Organic Search Traffic 

As per a report, 53.3% of whole site visitors come from organic search but Search engine optimization drives 1000%+ more traffic than normal social network. 

Again, the question that arises is how do you measure organic search traffic? You can turn towards Google Analytics again as the solution by employing the following measures: 

• Navigate to ‘Behavior’ 
• Click the ‘Site Content’ and select ‘All Pages’ 
• Find the traffic resources by choosing for ‘All Sources’ from the ‘Site Content’ button. 

After following these steps, you’ll reach a chart showing traffic summary alongside URLs. You could also find the key words with which the visitors tried to search for your brand/organization. Further, you will find info on the most visited page and on-page time, too. 

Measure your On-Site engagement 

According to Skyword’s research, top content marketers concentrate more on participation than traffic. 

Generally, you may use Google Analytics to find the following: 

• Total page view count 
• Distinctive and return visitors’ count 
• Behaviour -- when they went to more pages, if yes, then wherein order 
• Pages per session -- How many pages one visitor visits 
• Average on-page time 
• Bounce rate 
• Visitor sources 

To do so, follow the below steps on Google Analytics: 

• Click the Audience 
• Followed by Overview. 
• Then click Behaviour, Site Content, followed by Sources 

Measure Bounce Rate 

The graph shows the industry-clever typical bounce rate. Vast majority of the websites’ bounce rate ranges from 26 percent - 70 percent. The overall average is 58.18%. 

A high bounce rate is bad for businesses while reports suggest that less than 40 percent is considered extraordinarily excellent. To lower yours first, you must track it. This can be accomplished via Google Analytics by choosing Behaviour, then Site Content & then the ‘All pages name ’. 

Measure Social Media Engagement 

According to 52 percent of social network marketers, social network strategies & more impact their organization ’s sales and revenue positively. 

The medium can help boost:

• Brand awareness
• Inbound traffic
• Search rankings
• Conversions & more

To measure & track the analytics, you check the engagement metrics such as followers, likes, comments, and replies.

You can also use tools like Sprout Social, Hootsuite, Buffer to find how engaging your content is on social media. They have metrics similar to the ones on Google Analytics.

Measure Your Keyword Growth

Using keywords is the key to search engine traffic. To measure the keyword growth, SEO analysis tools like MOZ Pro or SEMrush can help.

Measure Backlinks

In general, search traffic study suggests that more the backlinks for a page, better are its ranking on Google search results.

You can utilize Google Analytics as the tool to check your backlinks. Just follow the below steps.

• Go to the ‘Acquisition’ tab. 
• Just navigate to ‘All Traffic’
• Then select ‘Referrals’

The window will show you the referral traffic section. You can find all linking domains falling under the ‘Source’ column. Then, you can view each backlink by clicking on the domains and checking the ‘Referral Path’. Similarly, SEMrush is also a resource to measure & check backlinks for your page.