Public Relations & Social Marketing Insight

There are many metrics that are easy to measure when it comes to content marketing: pageviews, time on site, bounce rate, etc. But when it comes to lead generation, proving attribution and ROI on your content is tough. And we’re not talking about overcooked beef tough. What we’re talking about here is more like bringing Matt Damon home from Mars tough.

But fear not – there’s a readily available tool in your marketing toolbox right now that can help you track attribution from your content easily, quickly, and with actionable results!

What I’m talking about is a powerful, but often underused tool in Google Analytics called Assisted Conversions.

So hold on tight, it’s about to get attribution-y in here....

In other words, legacy brands do have a leg up on smaller retailers when it comes to ecommerce and it’s in the amount of intelligence they are using to drive conversions and increase revenue.

That said, data and analytics should be democratized throughout the ecommerce space, and no, Google Analytics isn’t enough. Your big box competitors aren’t simply monitoring new and repeat visitors, or from where their web traffic comes. No, they are using enhanced ecommerce analytics to push visitors down a purchase funnel from the moment they land on the site.

Below, the top metrics these retailers are using and how you should be using them, too....

It’s easy to get overwhelmed by all of the information at our fingertips and get distracted by vanity metrics. Be honest, is page views really the most important thing for you to look at?)

So what should we be paying attention to? Which metrics matter more than others? And how do you measure the true business impact of your content?

Ultimately, it’s about the bottom line. All of the traffic in the world doesn’t mean much if you aren’t getting any new customers out of it.

Here’s a roundup of the core metrics that content marketers should keep an eye on if they want to know whether their content marketing is truly paying off....