# Content Analytics & Performance Metrics

Comprehensive guide for tracking, measuring, and optimizing content performance.

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## Table of Contents

- [Content Metrics](#content-metrics)
- [Engagement Metrics](#engagement-metrics)
- [Business Metrics](#business-metrics)
- [Platform-Specific Analytics](#platform-specific-analytics)
- [Reporting Frameworks](#reporting-frameworks)
- [Attribution Models](#attribution-models)

---

## Content Metrics

Track these KPIs to measure content reach and consumption.

### Traffic Metrics

| Metric | Target | What It Tells You |
|--------|--------|-------------------|
| Organic traffic | +10% MoM | SEO effectiveness |
| Page views | Varies by content type | Raw consumption volume |
| Unique visitors | +5% MoM | Audience growth |
| Sessions per user | 1.5+ | Content stickiness |

### Consumption Metrics

| Metric | Target | What It Tells You |
|--------|--------|-------------------|
| Average time on page | 3+ min for long-form | Content depth engagement |
| Bounce rate | <60% | Content relevance |
| Scroll depth | 70%+ | Content holding attention |
| Pages per session | 2+ | Internal linking success |

### SEO Metrics

| Metric | Target | What It Tells You |
|--------|--------|-------------------|
| Keyword rankings | Top 10 | Search visibility |
| Backlinks earned | +5/month | Content authority |
| Domain authority | Steady growth | Overall site strength |
| Featured snippets | Track position | SERP prominence |

---

## Engagement Metrics

Measure how audiences interact with content.

### Social Engagement

| Metric | Benchmark | Calculation |
|--------|-----------|-------------|
| Engagement rate | 1-3% (LinkedIn) | (Likes + Comments + Shares) / Impressions × 100 |
| Share rate | 0.5-1% | Shares / Reach × 100 |
| Save rate | 1-2% (Instagram) | Saves / Reach × 100 |
| Comment rate | 0.1-0.5% | Comments / Reach × 100 |

### Email Engagement

| Metric | Benchmark | What It Tells You |
|--------|-----------|-------------------|
| Open rate | 20-25% | Subject line effectiveness |
| Click-through rate | 2-5% | Content relevance |
| Unsubscribe rate | <0.5% | Audience fit |
| Forward rate | 0.1-0.3% | Content share-worthiness |

### Community Engagement

| Metric | What to Track |
|--------|---------------|
| Comments and discussions | Volume and sentiment |
| User-generated content | Submissions and quality |
| Community growth | New members per week |
| Active participation | % of members engaging |

---

## Business Metrics

Connect content performance to business outcomes.

### Lead Generation

| Metric | Calculation | Target |
|--------|-------------|--------|
| Content-attributed leads | Leads from content CTAs | Track by content piece |
| Form submissions | Total completions | +5% MoM |
| Lead quality score | MQL/total leads | 30%+ MQL rate |
| Cost per lead | Spend / Leads | Below industry average |

### Conversion Metrics

| Metric | Calculation | Target |
|--------|-------------|--------|
| Conversion rate | Conversions / Visitors × 100 | 2-5% |
| Revenue attribution | $ tied to content | Track by piece |
| Customer acquisition cost | Total cost / New customers | Decreasing trend |
| Content ROI | (Revenue - Cost) / Cost × 100 | 300%+ for evergreen |

### Customer Metrics

| Metric | What It Tells You |
|--------|-------------------|
| Customer lifetime value | Long-term content impact |
| Retention rate | Content's nurturing effectiveness |
| NPS from content consumers | Content quality perception |
| Support ticket reduction | Educational content success |

---

## Platform-Specific Analytics

### Blog Analytics (Google Analytics 4)

**Key Reports:**
- Landing pages report: Top entry content
- Engagement report: Time, bounces, conversions
- Traffic acquisition: Content discovery sources
- User paths: Content journey mapping

**Dimensions to Track:**
- Page path
- Source/medium
- Device category
- User type (new vs returning)

### Social Media Analytics

**LinkedIn:**
- Post impressions and reach
- Follower demographics
- Click-through rate on links
- Article read time

**Twitter/X:**
- Impressions and engagements
- Profile visits from tweets
- Link clicks
- Follower growth rate

**Instagram:**
- Reach vs impressions
- Saves and shares (high-value signals)
- Story completion rate
- Reel performance vs feed

### Email Analytics

**Track per Campaign:**
- Send volume and deliverability
- Open and click rates by segment
- Conversion path from email
- List growth and churn

---

## Reporting Frameworks

### Weekly Content Report

```
WEEK OF: [Date Range]

TOP PERFORMERS
1. [Content Title] - [Key Metric]
2. [Content Title] - [Key Metric]
3. [Content Title] - [Key Metric]

TRAFFIC SUMMARY
- Total sessions: [#]
- Organic traffic: [#] ([+/-]% WoW)
- Social traffic: [#] ([+/-]% WoW)

ENGAGEMENT HIGHLIGHTS
- Avg engagement rate: [%]
- Total comments: [#]
- Shares: [#]

LEADS GENERATED
- Content-attributed: [#]
- Top converting piece: [Title]

NEXT WEEK PRIORITIES
1. [Action item]
2. [Action item]
```

### Monthly Content Report

```
MONTH: [Month Year]

EXECUTIVE SUMMARY
[2-3 sentences on overall performance]

CONTENT PRODUCTION
- Published: [#] pieces
- By type: [Blog: #, Social: #, Email: #]
- On schedule: [Yes/No]

PERFORMANCE DASHBOARD
| Metric              | This Month | Last Month | Change |
|---------------------|------------|------------|--------|
| Total traffic       |            |            |        |
| Organic traffic     |            |            |        |
| Engagement rate     |            |            |        |
| Leads generated     |            |            |        |
| Conversion rate     |            |            |        |

TOP 5 CONTENT PIECES
[Ranked by primary KPI]

INSIGHTS & LEARNINGS
- What worked: [observation]
- What didn't: [observation]
- Opportunities: [observation]

NEXT MONTH FOCUS
1. [Strategic priority]
2. [Content initiative]
3. [Optimization goal]
```

### Quarterly Business Review

```
Q[#] [Year] CONTENT PERFORMANCE

STRATEGIC ALIGNMENT
- Business goal: [Goal]
- Content contribution: [How content supported]

QUARTERLY METRICS
| KPI                    | Target | Actual | Status |
|------------------------|--------|--------|--------|
| Traffic growth         |        |        |        |
| Lead generation        |        |        |        |
| Conversion rate        |        |        |        |
| Revenue attribution    |        |        |        |

CONTENT AUDIT RESULTS
- Total pieces published: [#]
- High performers: [#]
- Needs optimization: [#]
- Candidates for retirement: [#]

ROI ANALYSIS
- Total content investment: $[X]
- Attributed revenue: $[Y]
- Content ROI: [%]

COMPETITIVE ANALYSIS
[How content stacks against competitors]

NEXT QUARTER ROADMAP
[Strategic initiatives and targets]
```

---

## Attribution Models

### First-Touch Attribution

**Use When:** Measuring top-of-funnel content effectiveness

**How It Works:** Credits the first content piece that brought a user in

**Best For:**
- Brand awareness campaigns
- SEO content performance
- Social media reach measurement

### Last-Touch Attribution

**Use When:** Measuring bottom-of-funnel conversion content

**How It Works:** Credits the last content before conversion

**Best For:**
- Product pages
- Case studies
- Demo request pages

### Multi-Touch Attribution

**Use When:** Understanding full content journey impact

**Linear Model:**
- Equal credit to all touchpoints
- Simple but may over-credit low-value touches

**Time-Decay Model:**
- More credit to recent touches
- Good for short sales cycles

**Position-Based Model:**
- 40% first touch, 40% last touch, 20% middle
- Balanced view of journey

### Content-Specific Attribution

**For Blog Content:**
1. Track assisted conversions in GA4
2. Map content to funnel stage
3. Weight by stage importance

**For Social Content:**
1. Use UTM parameters consistently
2. Track view-through conversions
3. Monitor social-assisted conversions

**For Email Content:**
1. Track email-attributed revenue
2. Monitor nurture sequence effectiveness
3. Measure reactivation campaigns

---

## Analytics Setup Checklist

### Essential Tracking

- [ ] Google Analytics 4 configured
- [ ] Conversion events defined
- [ ] UTM parameter system documented
- [ ] Social pixel tracking enabled
- [ ] Email tracking integrated
- [ ] CRM connected for lead tracking

### Advanced Setup

- [ ] Enhanced ecommerce tracking
- [ ] Custom dimensions for content attributes
- [ ] Automated reporting dashboards
- [ ] A/B testing infrastructure
- [ ] Heat mapping tools (Hotjar, Clarity)
- [ ] Attribution model configured

### Data Governance

- [ ] Naming conventions documented
- [ ] Data retention policies set
- [ ] Privacy compliance verified
- [ ] Access controls configured
- [ ] Regular data audits scheduled
