A client of ours, a popular news and blogging website, struggled to understand how their audience engaged with different types of content.
Despite offering a variety of articles, videos, and infographics, they lacked the detailed insights needed to measure the effectiveness of these content pieces.
They needed a solution to track user engagement, monitor key performance metrics, and gain actionable insights to refine their content strategy.
Task in Hand
Approach
1. Google Tag Manager Implementation
- Scroll Depth Tracking: Added tags to measure how far users scroll down on article pages.
- Video Play Tracking: Set up tracking for video plays, pauses, and completions.
- Social Sharing Tracking: Monitored social sharing buttons to see how often content is shared on different platforms.
2. Google Data Studio Dashboards
- Engagement Metrics: Displaying social sharing data, video play rates, and scroll depth.
- Content Performance: Evaluating the effectiveness of various content formats (infographics, videos, pieces) in order to identify which ones are the most appealing.
- User Behavior Analysis: Visualizing user journeys to understand how visitors navigate the site and interact with content.
3. Measuring Effectiveness and User Behavior
- Identify Popular Content: Identified the infographics, videos, and articles that readers liked the most.
- Improve User Engagement: Found areas where the user experience and content delivery may be improved to raise engagement numbers.
4. Training and Support
- Training Sessions: Delivered detailed training sessions on using Google Tag Manager, Google Analytics, and Google Data Studio.
- Continuous Assistance: Offers ongoing support to address any issues and keep the dashboards current with changing content strategies.
Results
The company achieved:
Improved Content Engagement
A 30% rise in video play completions and a 25% increase in average scroll depth.
Higher Social Sharing Rates
A 20% rise in social media sharing, which increases the visibility and reach of material.
Improved User Insights
A clearer understanding of user behavior that makes data-driven content optimization decisions possible.