If you’ve ever felt confused and overwhelmed by content marketing data and analytics, you are not alone. Measuring the impact of blog content is a common challenge ecommerce businesses face.
In fact, only 32% of B2C marketers say their teams are very proficient at using metrics to measure content marketing performance, the Content Marketing Institute reports.Only 32% of #B2C marketers think they're proficient at measuring their #ContentMarketing performance. Click To Tweet
Every time someone visits your blog via a content ad, subscribes to your newsletter, or buys your products after reading a blog post, you have the opportunity to learn something.
When you measure and take action on that knowledge, your blog becomes a powerful marketing multi-tool, helping you tackle some of the toughest challenges your ecommerce business will face.
But what are the right things to measure? Where can you find the data? And how can you put it into action?
It doesn’t help that traditional marketing analytics tools like Google Analytics and Facebook Business Manager aren’t designed to track content’s full impact on your business.
Don’t worry — we’ve been there too. Matcha has worked with hundreds of brands, thousands of ads, and over 10,000 published articles. Through that experience, we saw the gaps left by other analytics platforms.
So we built Matcha Insights, a dashboard for tracking and reporting on your content marketing metrics that we designed specifically for ecommerce marketing.
We’ve also put together this quick guide to measuring the real impact your blog has on your ecommerce business. In it, you’ll find a list of the most important content marketing metrics, their definitions, and where to find them.
Many of these metrics are specific to the Matcha platform, but others can be pulled from tools like Facebook and Google Analytics. We’ll also show you a real-world example of how an ecommerce brand turned blog insights into action to find a rich new source of leads and revenue.
The 14 most important content metrics (and where to find them)
It feels like there are a million pieces of data available to ecommerce marketers. It’s easy to get lost in the weeds.
When deciding which information to track, you should ask these three questions:
- Is this data relevant to my business goals?
- Where can I find this data?
- Is this data actionable? Or, how does this information help me improve?
When it comes down to it, there are 14 content marketing KPIs you should measure.
- CPC (cost per click)
- CTR (click-through rate)
- Engagement rate
- Reader time
- Average scroll depth
- Content-influenced leads
- CPL (cost per lead)
- Lead conversion rate (visitor-to-subscriber conversion rate)
- Email open rate
- Email CTOR (click to open rate)
- Content clicks in email
- Content-influenced revenue
- Per-article revenue
Below, we organized these key metrics by the job they do for your business. Read on to learn what they mean, why they matter, and how to find them.
No matter how big or small your ecommerce store is, you’ll always need new traffic. These two metrics will tell you how efficiently you’re getting it.
|CPC (cost per click)||How much it costs, on average, for this content/campaign to bring one visitor to your site||Spend / clicks|
|CTR (click-through rate)||The percentage of people who saw your ad and clicked through to the content||(Clicks / impressions) * 100|
These metrics are readily available in the platform you used to launch your ads.
Here’s how it looks in Facebook Business Manager.
Notice that the ads in the example above were all optimized for link clicks. If they were optimized for another metric, like leads, the cost per result column would show the average CPL rather than CPC. (More on that later.)
Once people click through to your site, you want them to stick around a while.
Facebook doesn’t directly measure content engagement, and Google Analytics doesn’t do it very well. Matcha Insights fills this knowledge gap.
Here’s how engagement is measured in Matcha Insights and, where possible, the closest equivalent in Google Analytics.
|Readers||Every reader who spends at least 15 seconds on a page||N/A|
|Engagement rate||The average percentage of readers who spend at least 15 seconds on a page||(# of people who stay for 15 seconds / total clicks) * 100|
|Reader time||How long the average reader spends on a page||(Total reader time / readers) * 100|
|Average reader scroll depth||How far the average reader scrolls down a page||Total scroll depth percentage / total readers|
A few notes about engagement metrics:
- Readers: At Matcha, we define a reader as someone who spends at least 15 seconds on a page. This metric is Matcha-only. There’s no Google Analytics equivalent.
- Engagement rate: We prefer engagement rate to Google’s bounce rate because it’s a better measure of content performance. Google considers any visitor that doesn’t move to a second page a bounce. We believe that someone clicking on your ad, reading your content, and spending time with your brand is a win!
- Average reader time: In Google Analytics, you can get the average visitor’s time on page only if that visitor doesn’t bounce. If they don’t move to a second page, Google can’t track their time on the first page, and that data is lost. Matcha Insights tracks time on page even if the visitor only read one blog post.
- Average reader scroll depth: Google Analytics doesn’t offer this, but Google Tag Manager does.
A word of caution: Be a bit wary of scroll depth as page elements can throw it off. For instance, if you have a long comments section at the end of one post and most readers don’t scroll through it, that page will show a lower scroll depth than a post with no comments.
Tracking these metrics across all your content tells you the general health of your blog performance. Looking at top performers in each category will help guide future content choices.
In Matcha Insights, you can sort your top content list by readers, engagement, and more.
Email Subscribers KPIs
A lead conversion happens when a reader fills out a form and joins your email list. In ecommerce marketing, this might come in the form of a website popup, gated content, or another lead capture form.
There are four metrics that will tell you how efficiently you’re growing your email list. Some are generally available through Facebook and Google, some only through Matcha’s platform.
|Content-influenced leads||The number of people who fill out a tracked form (like a popup) after reading at least one piece of content||N/A|
|Cost per lead||The average advertising cost you spent to get a lead||Ad cost / leads|
|Lead conversion rate||The percentage of people who submitted a lead capture form after seeing it.||# of people who fill out a tracked form / total # of people who see it|
A few notes about email subscriber/lead metrics:
- Content-influenced leads: Matcha makes it easy to see which content was the best at influencing leads, or email addresses captured.
- Cost per lead: Remember that cost per result column from Facebook? That’s where you’ll find this result when you’ve optimized your ads for leads, or email subscribers.
- Lead conversion rate: You can calculate this from Google Analytics by dividing conversions by impressions.
Email Engagement KPIs
We’ll use three metrics to measure email efficiency. All three are available through Matcha Insights or through your email platform (like Klaviyo or Mailchimp).
|Email open rate||The percentage of people who opened the email they received||(# of people who opened an email / # of people who received it) * 100|
|Email CTOR (click to open rate)||The percentage of recipients who clicked a link in the email||(# of people who clicked a link / # of people who opened the email) * 100|
|Content clicks||The total number of clicks to content on your site from email||N/A|
Here’s how email performance is reported in Matcha Insights.
Increasing website visitation and email subscription rates are great indicators of a healthy marketing program. But of course, the end goal is revenue.
Unfortunately, there’s not an easy way to measure the direct impact of content on revenue from Google or Facebook.
If you use Shopify as your ecommerce platform, you’re in luck. You can track these metrics through Matcha Insights.
|Content-influenced revenue||How much overall revenue was influenced by blog content.|
|Per-article revenue||The amount of revenue influenced by one piece of content.|
Here’s how content-influenced revenue is reported in Matcha Insights.
Analytics in action: How Everly uses data to grow their business
Everly makes 100% sugar-free drink mixes and sells them through their ecommerce store.
To drive traffic to their website, Everly was using Matcha to publish licensed content to their blog and promote it on Facebook. Given the benefits of their products, most of that content revolved around healthy living topics.
It wasn’t long before Everly noticed something unusual in their data.
Among the content mix was a licensed article about the keto diet — a method of eating that encourages fat burning through ketosis. It was one of the healthy lifestyle topics they were testing.
Most of their other content was performing well, driving traffic at an efficient rate and cost.
But when they promoted that keto article, things got crazy.
The CPC on their Facebook ads cost half as much as any other content. And the CTR was double.
Before then, Everly hadn’t put much thought into a keto-focused audience.
Guided by that result, Everly took a well-calculated gamble. They published an original article that showed how to create keto-friendly desserts with their drink mixes. That second article performed even better than the first piece did.
Capitalizing on that trend, Everly used Matcha to create a content-powered popup that would appear when readers clicked through those ads. The popup offered readers even more valuable content in exchange for their email address.
Through the combination of content-powered Facebook ads and popups, Everly was converting nearly 20% of readers to subscribers, their highest conversion rate so far.
Plus, their CPL dropped by 91%, with some visitors converting to subscribers at a cost of just $1.58!
Now, Everly can see through Matcha Insights that nearly 25% of all their revenue is influenced by content. Read Everly’s story to learn more.
Connecting the data dots with Matcha Insights
If you report on the right things and take action on the results, your blog will become one of the most versatile and efficient marketing tools for your ecommerce businesses.
Facebook and Google Analytics are really useful, but they’re not designed for content marketing.
Matcha Insights fills the data void so it’s easy to see where content success is coming from and how to keep it flowing.
To learn more about how Matcha can help you track your content marketing success (and put that knowledge to use) get in touch with our ecommerce experts.
Feature image provided by Austin Distel