Understand your role: What should you be tracking and measuring?

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No matter your job title, in one way or another, we all play a role in the success of our organization’s digital performance. But is everyone on your team working together to evaluate the right metrics that feed into your overall business goals?

In this section, we’ll explore what everyone on your team—from content creators to UX designers—should be tracking and measuring.  

Persona representing a content creator

Content creator

Persona representing a web designer or web developer

Web designer and developer

Persona representing a SEO specialist

SEO specialist

Persona representing a campaign manager

Campaign manager

Content creator


1

Evaluate content success

  • Which user interactions do you consider to be measures of success? This can include things like video plays, time spent on an article, and scroll depth.
  • How are you tracking and reporting these metrics? Are you only tracking high-level metrics like page views and time-on-site? If so, why? Do they relate to your bottom line? If not, what difficulties are you having tracking true conversions?
2

Understand where content fits

  • Is the right content placed in the right places?
  • What’s the first content visitors see?
  • What happens after the content has been consumed? Is there a next step?
3

Uncover how visitors discover content

  • What do users want to find the most on the site?
  • What topics are relevant and trending right now?
  • Are people actually finding what they’re searching for? Do they use your internal search tool?
4

Use dashboards and reporting for consistent tracking

  • Where are we tracking and documenting all of our content metrics?
  • In what ways can we make it easier for the content creators on our team to look specifically at the pages and metrics that matter to them?
  • How can we use this information to take the guesswork out of content creation in the future?
5

Identify areas to improve

  • Where should I focus my content remediation efforts? (Typically pages with high engagement, landing pages, conversion pages, entry pages, and popular exit pages are a good place to start!)
  • Where are users getting stuck or having issues finding content?
Persona representing a content creator

Goal:

Use analytics to make data-driven decisions for content prioritization

Persona representing a web designer or web developer

Goal:

Use analytics to optimize website design

Web designer and developer


1

Gather technical data on visitors

  • What devices are our visitors using to access our site?
  • What browsers are most common amongst our site visitors?
  • Are there any page load time bottle necks? What is causing those, and how can we fix it?
2

Understand on-page interaction and engagement

  • What on-page events do we want to track? (This may include clicks on play, pause or stop on embedded audio or video, clicks that open a lightbox or pop-up, clicks that reveal or hide content on the page, clicks that submit forms without loading a new page, etc.)
  • How are we going to track engagement?
3

Analyze behaviour maps

  • How are specific visitors interacting with key pages? Are you using segmentations and filters to look at behaviour maps with purpose?
  • Are people clicking in the places we want them to based on the type of user?
  • What can we do to improve the on-page experience based on how users are currently engaging with our site?
4

Design for conversions

  • How are users lead to conversion on our existing site? Can we design to improve it and remove inefficiencies?
  • What can we do to ensure that our website design allows for effective conversion tracking?
5

Adopt a consistent reporting process

  • How we use historical data and comparisons to show improvements?
  • What benchmarks make sense for us to measure the impact of our website design?
  • How can we track and measure the impact of our site design over time?

SEO specialist


1

Measure SEO performance

  • How can we use analytics data to set realistic SEO goals to get past “traffic from organic efforts” to “conversions from organic efforts”?
  • Whatare our key landing pages, and do they align with our expectations? What we are optimizing for?
  • How much organic traffic are we driving from search? How engaged is that traffic? And most importantly, how much of this traffic is converting, and where?
2

Understand the data

  • What content is popular with visitors?
  • How do organic users interact with our website and our landing pages?
3

Discover actionable insights

  • Are there any trends in our user data?
  • What terms are people searching in our internal search bar that we could target in our SEO strategy?
  • How do our organic efforts contribute to our overall business goals?
4

Establish reliable reporting

  • How and where can we track all analytics data relevant to our SEO efforts?
  • In what ways can we track how SEO impacts our business goals automatically and efficiently?
Persona representing a SEO specialist

Goal:

Use analytics to evaluate the impact of our SEO strategy

Persona representing a campaign manager

Goal:

Use analytics to report on campaign performance and conversions

Campaign manager


1

Outline analytics focus areas

  • How do our metrics reflect our marketing department’s mandate?
  • How are we tracking conversions?
  • Are we focused on the right metrics, or vanity metrics?
  • Can any of our key metrics be grouped and aggregated together?
2

Ensure proper UTM setup

  • What are the best practices for UTM tracking?
  • Do our UTM naming conventions make sense?
  • Are we being consistent and specific enough with the UTM naming conventions we’re using?
3

Measure campaign performance

  • Do our campaigns feed into our overall business goals?
  • Is the proper tracking set up to evaluate each campaign’s impact? Has this been done across all sources in each campaign to find inefficiencies in some sources?
  • Have we created and documented the UTM links we’re using?
4

Manage performance data

  • What insights can we gather by filtering our campaigns by the UTM parameters used and applying them to behavioural analysis? (Typically, campaign managers use this data to evaluate the performance of particular sources, channels, copy, or other variants, as well as to determine how different types of users interact with funnels and goals on the site)
  • How is our campaign traffic interacting with our website? How is it impacting our key metrics?
  • How are our campaigns and campaign sources performing against each other?