Using Google Analytics to tidy up content

Amanda Englert
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Amanda Englert: Digital Strategist on the Strategic Communications Marketing Team, USA

Journal of Education Advancement & Marketing, 2020, vol. 4, issue 4, 384-393

Abstract: This paper analyses the ways to evaluate the performance of web content with Google Analytics specifically for higher education websites. Customisations in the Google Analytics account including the goal value metric, scroll depth measurement, an engagement timer, and adjusted bounce rate are all easy-to-implement metrics that can help analyse the overall performance of content on the site. This paper will also provide the framework for a content audit using these new metrics to help marketers figure out what content is most important to users, what content is rotting away on the site and how to create an unforgettable experience that will not only better connect the team to the content strategy but better connect the user to the brand.

Keywords: Google Analytics; content strategy; content prioritisation; metrics; website content (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2020:v:4:i:4:p:384-393

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