Infographic: How PR pros can make the most of Google Analytics

Content marketing can be a tough sell.

The process is slow, it can require heavy investment, and proving ROI can be elusive. However, Google’s powerful tools can provide insights into what content performs well—and what efforts lead to sales.

Getting started is a simple process, according to an infographic from Red Web Design. It details the steps as:

1. Create an account.

2. Grab your full tracking account.

3. Install the code onto your website.

For PR pros still unsure about what to use Google Analytics to measure, Red Web Design offers a few thoughts about key metrics. They include:

• Measure average session length. Just how long are visitors staying on your website?
• Discover why visitors leave. Does your website have a high bounce rate?
• Monitor your stats over time. How has traffic changed compared with previous years?
• Learn where your visitors are. Is your web traffic coming from the U.S.? West Coast or Eastern Seaboard?

[RELATED: Join us in San Diego for the Measurement for Communicators Conference.]

The infographic also suggests some activities for marketers getting started with their Analytics accounts.

• Segment your audience. Hopefully, your visitors comprise a wide variety of demographics with different patterns of behavior. Analytics enables marketers to split out groups, called “segments” to understand how different populations are interacting with their content. Use this feature to analyze whether visitors who find your brand through social media want a different experience from that of users who find you through a search engine, or even return customers who reach your website buy typing a URL directly into their web browser.
• Capture what users are looking for. You can use Google analytics to track what visitors type into a search box on your site, giving your team a detailed picture of exactly what your customers are trying to find.
• Set up alerts for spikes in traffic. Turn your analytics account into a social monitoring tool alerts you to a spike in visitors to your account, affording you real-time information on user patterns and opportunities for brand promotion and sales.
• Define goals to measure your progress. Analytics can track progress to an objective, such as signing up new subscribers to an email list. Track the percentage of visitors who opt to receive your email updates and track what efforts bring in more followers over time.

See the full infographic here:

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