Even if your "success metrics" weren’t exhaustively tracked throughout the last year, you can still utilize Google Analytics (or any other analytics tool) to understand how your content strategy may or may not be generating the desired results.
One of the ways we can understand this is by using Google Analytics to interpret traffic data, specifically on the pages related to the main types of desired engagement or calls-to-action. While the data set below is not a full-scale representation of a user’s journey from discovery to conversion, if your website plays a key role in this process, you can use traffic and engagement data to locate successes up until this point, as well as opportunities for future refinement.
Using the case study below, we'll review some calls-to-action and walk through some valuable metrics for better understanding success over time.
(Screenshots feature examples from refining digital publishing
strategies for South Yuba River Citizens League, or SYRCL, over the course of
one year: March 25, 2023 – March 25, 2024.)
The graphs and tables below compare the number of “Engaged Sessions” by Session
primary channel group (or traffic source). In Google Analytics, an Engaged Session
is a session that meets any of the following criteria:
These graphs depict Engaged Sessions by Channel Group, which show us how many times users visited the page actively, and where they came from.
While Direct and Organic search traffic certainly take the lead, we can see
a clear increase in Engaged Sessions over time, including from Unassigned,
Referral and Organic Social traffic.
The table below presents the top traffic Source / Mediums, sorted by number of Engaged Sessions. We can see here which Sources are the top contributors to Engaged Sessions with more specificity, which can give us an idea of what kinds of outreach to emphasize so as to continue to increase Engaged Sessions and conversions.
In another example similar to the Membership page, there is a clear trend towards increased Engaged Sessions over time.
We’re also seeing higher levels of referrals from Unassigned and Organic
Social. If readership is a strong focus in your content strategy, this is
affirming data that your content is directing more engaged users from other
digital platforms to interact even more deeply via the website.
The table below, as the one above highlights some top Sources and Mediums, including referrals from important community partners, as well as ENews, Instagram and Facebook.
Even with a smaller sample group, when comparing Engaged Sessions over time, we can see when and from where any given call-to-action is getting more traffic. In the example of SYRCL's Donate page, while Engaged Sessions here are generally more sparse, the increase over time echoes the data from Membership and Volunteer.
This table is again sorted by Engaged Sessions. Aside from Direct and Organic traffic, the newsletter was a top contributor overall for the Donate page, though Instagram and WithJoy.com are also included in the top sources.
Over this year, we continued to see increased Engaged Sessions on the Latest News and Updates page. For SYRCL, the News archive is one of the pivotal points in the user journey to deeper engagement, as it hosts much of the long-form content, so it's an important piece of the website to examine during analysis.
If your content strategy emphasizes long-form content, it's also a
good idea to review which posts garner the most engagement. You can also use
features like Google Analytics' "Explorations" to see how users move from
specific pieces of content, or the blog page, and where they are inspired to
go next. This can inform how compelling a call-to-action or value
presentation is.
While this data set presents great implications for SYRCL’s digital media strategy, there is a lot that can be done to further clarify and specify how and when users convert. And, now that social media content is acting as a dispersal mechanism to invite users to read longer-form content, we can take time to investigate what kinds of long-form content leads to conversions.
In deepening an understanding in these areas, organizations like SYRCL can hone and amplify what’s working to continue to increase measurable success. If you're in a similar situation, here's what I recommend:
It’s highly recommended to continue to track data about user engagement. As data compounds over time, being able to compare year-by-year is a help to inform strategy and content development in broad strokes or specific detail.
It would also be helpful to investigate how Unassigned and Direct traffic sources can be better leveraged and understood. By narrowing in on how the website is attracting users from these channels, you can better understand a significant segment of the engaged user base on the website and target them more effectively through digital outreach and community building.
Finally, using UTM links and configuring Event conversions throughout the website can provide important data about what kinds of content users find most compelling. UTM links can provide more rich data about traffic origins, and more detailed Event Conversion data can show us how/when they ultimately make the decision to take action. Both of these approaches can help to improve readership, target content more effectively, and boost visibility and user experience.
If you have a high ratio of engaged sessions from direct and Organic Search traffic, it could be a huge benefit to invest more in optimizing existing and new long-form content for search engines. Implementing a localized keyword strategy, based on top engaged/performing subjects, as well as keyword research can target users that have strong intent. This kind of content can also work more passively for your website over time, providing an easy reference for a quick social media post and continuing to build on brand value through page ranking and discovery.
In general, and based on the data from this past year, prioritizing the creation of meaningful content that resonates with the current audience deeply, rather than casting a wide net to simply boost follower count, is definitely the way to go. Developing in-depth content like long-form articles, comprehensive guides, podcasts, and video series that provide more substantial engagement than surface-level posts give users the opportunity to dive deeper.
Continuing to invest in storytelling, consistent messaging, and relationship-building (by responding to comments, participating in discussions, and acknowledging contributions from community members) is also an important way to amplify and encourage active engagement.
Reflecting on a year of engagement data provides a wealth of insights into what works, what doesn’t, and where opportunities lie to better serve your audience. By analyzing traffic sources, user behavior, and conversions, we uncover patterns that inform more strategic decision-making. Whether your focus is driving memberships, fostering volunteers, increasing donations, or simply amplifying your message, a data-driven approach empowers you to refine and amplify your impact.
The lessons from SYRCL’s year-long review illustrate the importance of staying attentive to evolving user behavior, leveraging tools like Google Analytics to deepen understanding, and continually optimizing content and outreach efforts.
Looking ahead, the key is to not just track engagement but to use these findings as a springboard for innovation. Invest in meaningful content, refine your messaging, and embrace the nuances of digital analytics to create a strategy that builds stronger connections and inspires action. With a commitment to understanding your audience and a willingness to adapt, you can position your organization for even greater success in the years to come.
