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Using Google Analytics to tidy up content

Author

Listed:
  • Englert, Amanda

    (Digital Strategist on the Strategic Communications Marketing Team, USA)

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.

Suggested Citation

  • Englert, Amanda, 2020. "Using Google Analytics to tidy up content," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 4(4), pages 384-393, March.
    • Handle: RePEc:aza:jeam00:y:2020:v:4:i:4:p:384-393
    as

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    More about this item

    Keywords

    Google Analytics; content strategy; content prioritisation; metrics; website content;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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