How to analyze and evaluate the blog’s contribution to business sales. HOSTiQ Experience
The blog helps the business to keep customers informed of events taking place on the market and inside the company, give useful tips on working with various tools, entertain and just make life easier. But for a company, a blog is primarily traffic, customer loyalty, and new subscribers who may become customers in the future.
As content is filled in, new categories are added, and the subscriber base grows, it becomes necessary to analyze the blog as a separate resource. Using standard reports in Google Analytics, you can analyze traffic, subscribers, viewing depth, time on the site, the number of clicks on banners on the blog. But the more data we get, the more questions arise. Therefore, you need to delve into the data to search for new growth areas.
We will share our experience in analyzing the blog and evaluating its contribution to the overall value of the site. If you also have a corporate blog of your company and want to better understand in numbers how this affects your business, this article will help you figure it out.
What tools to use
In order to create your own blog analytics system, you do not need to use expensive tools. All of the below can be used for free, and the amount of materials in the public domain is simply unlimited.
Google Analytics is the free and most common web analytics system.
Google Tag Manager – a free tag management tool on the site, installing which you can save your own time and time for developers.
Microsoft PowerBI is a free analytic tool that allows you to collect, process and visualize data.
What to analyze
The following metrics are most often used to analyze a blog:
time spent on the page
% of page exits
scrolls on the page
traffic from different channels
number of new subscribers
There are more advanced metrics that help you dig deeper into the analysis:
determination of the best author
determining the best commentator
user engagement in content
assessment of social actions (sharing in social networks)
If your business is focused on sales, through analysis you can understand how a blog affects them.
Our blog has several elements that allow us to turn users into customers. These are links in articles, banners, buttons with a call to action. Thanks to them, we lead the user to the main site, where we offer to buy or test our products.
Initially, to analyze this data, we used events (user interaction with content) and UTM tags that put on the elements of interest to us on the blog. This method has disadvantages:
when navigating through UTM tags, the user session is overwritten and as a result we do not see the initial traffic picture
events show the number of clicks, but they do not reflect the full picture of user clicks. For analysis, you need to create special segments. It is not always convenient, fast and reliable.
Banners, buttons and links lead blog readers to the main site
How to implement
The solution was setting up advanced e-commerce on the blog. This did not become a difficult task for us, since we set up its individual elements on the main site. All that remained to be done was to implement tracking of internal advertising on the blog. To do this, we did the following:
Installed Google Tag Manager on the blog.
Created a view for the blog and for the site in Google Analytics.
Set up an advanced e-commerce module.
Set up tracking internal advertising on the blog.
blog advertising statistics
Sample statistics for an internal blog campaign from a Google Analytics report
As a result, we received a report in which we see on which article, on which link or button the user clicks and how much in the end it brings sales.
Next we did the following:
Using the built-in connector for the Google Analytics API, PowerBI uploaded the report data for internal advertising. If you do not use PowerBI, then you can use the free Google Data Studio tool, or the Google Analytics extension for Google Sheets. Use the help on the necessary API parameters.
Additionally uploaded data on users and behavioral indicators. For ourselves, we selected the following parameters: sources and channels, device type, user type, number of users, bounce rate, time on site, viewing depth, transaction rate, number of transactions, income, page value.
power BI report Example blog data from Power BI
As a result, we received a report on the main indicators with reference to specific pages. Thanks to this, we see which topics, articles or advertising materials bring us more traffic, sales and income.
Preparation of such a report will not take much time from specialists and will provide an opportunity to look at your resource from a different angle, and will also help to find opportunities for growth and achieving your goals.