Analytics and Re-Targeting for PublishersThe Internet, and technology in general, have granted the business world the possibility of measuring performance and efficiency in very sophisticated ways. While understanding a target market has always been essential to business development, having the possibility of tracking all sorts of success, satisfaction, and engagement rankings can take the game to a whole new level. In a fast-paced world of constant change, this allows people to improve their offerings and evolve at the same speed of their business growth. It also helps them to become flexible, open-minded, and humble, as they learn the real value of paying close attention to their customer’s reactions, behaviors, and opinions.

The Power of Metrics

Any form of measurable data used to determine performance is called a metric. Monitoring different metrics related to website and content performance can allow you to determine the effectiveness of your content and offering, the level of engagement of your audience, the source of your web traffic, the effectiveness of your different marketing strategies among some other things. This gives you the possibility of improving your product and of iterating your monetization strategies accordingly. But metrics can also help you build a very unique and powerful type of marketing strategy based on retargeting people who have already interacted with your content; this is called “re-targeting”.

Many metrics focus on measuring users’ and readers’ engagement. Engagement is a crucial factor to success, especially to publishers. If you are selling subscriptions, creating content that your readers are willing to pay for is a must. High ratings indicate that what you are offering is valuable to your customers and prospects.

And how can you know if users are enjoying your content? You could ask your subscribers for feedback, but the results are probably inaccurate and maybe even skewed.

What to Measure

Because there are so many different types of metrics that can be analyzed, they have been divided into categories. For publishers, the most important ones to take into consideration are web, content marketing, and engagement metrics. They measure different aspects of your website/app, your advertising, and the actual content you offer to your readers. Which metrics are considered “essential” will vary from publication to publication, but here are some important ones to get started with:

Total traffic: the number of unique visitors that arrive at your site/app. This number is the sum of users that arrive at your site coming from referrals, organic search, paid marketing, email, and direct.

Bounce rate: the number of visitors who enter one single page and perform no action. A high bounce rate usually indicates a lack of engagement or low-quality content.

Page value: the average value for a page a user visited before landing on the goal page. This value can give publishers an idea of which pages are most engaging and efficient. High page value indicates that a page is driving more subscriptions, sales, or conversion.

Conversions: a completed activity like a sale or email signup. Magazine publishers can track how many readers signed up for the lead magnet or subscribed after looking at an ad or visiting a landing page.

Page views: this is the total number of times a page has been viewed over a period of time. This means that one visitor can be responsible for a lot of views and that a page can be viewed multiple times per session.

Time on page: the average amount of time spent on a single page by all users of a website during a specific period of time. This metric is useful to determine if the content of a page or article is actually engaging enough to maintain the users’ attention or not.

Pages per session: this metric shows the average number of pages a person views in a given session. It can determine how effective the overall content is at keeping viewers engaged.

It’s important to consider that many of the metrics we’ve mentioned are intertwined in one way or another, so optimizing even one of them can improve the performance in all others!

A Tool for Every Need

There are many tools out there that can help you track your metrics and turn it into clear and powerful analytics. Analytics are the ways in which metrics are analyzed and turned into valuable information that you can use to make informed decisions. Nowadays, it’s neither complicated nor hard to understand analytics, as most tools and platforms will take you through the process with ease.

Let’s review some of our favorites. Please remember that not all of these tools are used for the same purposes, but they are all valuable tools for publishers that can give them insightful information about different layers and stages of their business.

Google Analytics: the most popular solution for web analytics. It tracks all the essential metrics like page views, session duration, and pages per session. Google Analytics is a powerful tool, but it’s not always easy to get answers from it. Although it’s a powerful tool, as your digital marketing strategies become more robust or if you are trying to gain deep insight into social media traffic, your users, or your content, you might need to find additional tools that make detailed information easier to access. this is a platform designed specifically to measure the performance of content. Unlike more general web analytics tools, it provides valuable insights to make more informed content decisions. It is easy to use, has an array of filters to organize information, and has a unique measurement called “engaged minutes,” which tracks engaged time across all types of content (including videos and interactive content), a metric Google Analytics lacks. It also pulls data from social media channels and search engines to give a comprehensive picture of content performance.

Crazy Egg: this platform is more oriented on analyzing user’s behavior and interactions while on your app or site to evaluate how different features are received. It provides in-depth information like heatmaps, scroll maps, click reports, and user session recordings. It’s an excellent tool for improving conversion rates on pages where you want users to take action, like landing pages or carts. Additionally, it provides A/B testing, which lets you compare data before and after applying changes.

Put Your Data to Good Use- re-targeting campaigns.
Leveraging analytics is one of the fastest ways of boosting your engagement rate, simply because it helps you create the type of content your readers want and respond to and to improve their user experience when interacting with it. If you optimize your articles following these benchmarks and improve your app layout to highlight the best information and most compelling elements, you are in for the win.

But there’s another powerful aspect of tracking users that come into your website or interact with your content, which is being able to do re-targeting campaigns. These are target ads sent to users interested in your offering by interacting with your content. For example, if a prospect leaves your site before actually clicking through, you can recapture their attention with an ad that highlights a featured article.

Re-targeting with Google is much more cost-effective than most other forms of paid advertising and is also much more effective. According to a personalized retargeting company, the average click-through rate for a Google search ad is 0.07%, while the average rate for retargeted ads is 0.7%. Aside from that, users who click through are 70% more likely to convert and become customers.

Both Google and Facebook are strong contenders for re-targeting campaigns. And while Google’s reach is broader and its re-targeting campaigns are much more customizable, but Facebook will show ads on their featured platforms, which are heavily used by many different demographics. Both tools are very user-friendly and incredibly effective at turning website visitors and prospects into paying customers.

How Magloft Helps Publishers Leverage User Data

To avoid feeling overwhelmed by all the different possibilities that data tracking offers, we recommend starting slow. Firstly, use analytics to understand the core markers of your user’s behaviors. Once you’ve mastered this, you can move towards more sophisticated tracking strategies and also experiment with content and layout iterations. Lastly, you can use the data to create more efficient marketing campaigns.

At MagLoft, we can help you with the fundamentals and more. Our Universal App features some essential analytics integrations to help you make the most out of your content.

Here’s what we offer:
  • Built-in Google Analytics event tracking
  • Built-in Google re-targeting
  • Built-in Facebook retargeting
  • Funnel visualization
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Learn How to Harness Analytics & Re-targeting to Grow Your Business
Access practical tips specific for publishers to harness analytics and re-targeting to monitor key metrics related to website and content performance to adapt and thrive.