Content Analytics


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For marketers who are new to content performance, weโ€™ll introduce a few simple but essential metrics.
B2B content analytics: what to track


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Bounce rate is technically still available in GA4, but itโ€™s not as valuable as it once was. Instead, we recommend focusing on engagement rate.
GA4: Bounce rate and engagement rate explained


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Five core principles that inform Ercule's approach to content strategy, production, and performance.
Content performance principles


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Overwhelmed by the GA interface and all of the engagement metrics in there? Focus on these two metrics.
Understanding engagement metrics in Universal Analytics


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How to track content performance on the level of topic groups, in order to answer macro-level questions. No new data required.
Tracking performance by topic


๐Ÿชด Content Optimization

A look at the basic performance metrics you need to gauge a pageโ€™s success. Also, itemized checklists for page updates based on performance.
How to measure and update existing content


๐Ÿ“— Field Note

How to start analyzing and updating your content library. We made a tool for it. No data expertise required. We'll walk you through Google Analytics, too.
A strategy for optimizing old content


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So your page is high-traffic and high-conversion. Congrats! Here's how to build on that momentum and keep the page competitive for the long term.
What to do with a page that has amazing performance metrics


๐Ÿ“— Field Note

So your blog post is low-traffic, high-bounce, low-conversion... a total dud. More than falling flat, it might be harming your overall site. Here's what to do with that hopeless content.
When a blog post fails in all metrics


๐Ÿ“— Field Note

What to do when a post's conversion rate is high but overall traffic is way too low. How to fix the optimization and distribution problems that affect traffic.
When high-conversion blogs don't get the traffic they deserve


๐Ÿ“— Field Note

A high-traffic page is great, but if it also has a high bounce rate then it's not actually converting leads. Letโ€™s look at common causes and solutions.
When popular pages have a high bounce rate


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Google Analytics uses 'Direct Traffic' as a catch-all for unidentified traffic. A lot of it comes from key channels like email, ads, and social. You can track that data better and decrease Direct Traffic bloat at the same time.
What is direct traffic in Google Analytics, and how can we figure out where it comes from?


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For content performance analysis, entrance metrics alone arenโ€™t very useful without factoring in the bounce rate. To understand engagement in real terms, we track Retained Entrances.
How to calculate Retained Entrances


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Generally, you shouldn't have UTM parameters on internal links, but there is one specific case where it can be useful.
Should you copy UTM parameters from one page to another? And if so, how?


๐Ÿ“— Field Note

More and more users are blocking Google Analytics trackers. This doesn't mean you should give up on tracking data. Just a reminder to base your strategy on your goals - not Google's.
A lot of your customers might be blocking Google Analytics


๐Ÿ“— Field Note

Share of search is a relatively new metric. It helps you make the case for visibility in organic search โ€“ and therefore, in investment in content โ€“ in a way that should get your colleagues excited.
What is "share of search"?


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A simple marketing attribution model that is realistic to implement but supports sophisticated analytics.
Marketing attribution setup for B2B companies


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What does a post-Google-Analytics future look like? Do you even need it today?
Marketing without Google Analytics


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At a minimum, users, sessions, and pageviews, and of course entrances, bounce rates, and retained sessions.
Less data, more context


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Let your visitors opt out of Google Analytics tracking.
Google Analytics visitor opt-out Javascript


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The measures that matter for content marketers.
What data do content marketers actually need?