Content Analytics Fundamentals: Metrics That Matter

Understanding your content performance requires tracking the right metrics. Not all metrics are created equal. Focus on metrics that align with your business goals.

Awareness Metrics

These show how many people know about your content:

• Pageviews - Total times page was viewed
• Unique visitors - Number of different people
• Sessions - Visits combining multiple pages
• Traffic sources - Where visitors come from

Engagement Metrics

These show how people interact with content:

• Time on page - How long people stay
• Scroll depth - How much they read
• Click-through rate (CTR) - Percentage who click links
• Bounce rate - Percentage who leave without interaction

Conversion Metrics

These show business outcomes:

• Goal completions - Forms, signups, downloads
• Conversion rate - Percentage who convert
• Cost per conversion - Revenue efficiency
• Customer lifetime value - Long-term value

Using GA4 for Content Analysis

• Set up custom events for important interactions
• Create audiences based on content behavior
• Use explorations for deep-dive analysis
• Track user journey across content

Reporting and Dashboards

Create dashboards showing:

• Top performing content
• Traffic trends over time
• Conversion paths
• Audience demographics