Many of our clients don't have tracking in place that will allow them to fully see exact dollars they can contribute back to their blog software. If this sounds like your company, there is some simple coding you can use to help your team track conversions deeper than just how many visitors came to the website from the business blog.
If your you use Google Analytics to track your website, you can set up a Goal to measure how well your site is fulfilling business objectives. A goal is achieved any time someone visits a page on your site that you wanted them to get to (i.e. a thank you page, a receipt, a confirmation, etc.). Once the goal is set up, you will be able to see the blog as a referring site listed in your analytics, and then be able to see how many of those referring visitors completed your goal. For example, the client I am helping set this up main business objective is to get people to view a demo. Our goal is set for the confirmation page once you have signed up to view a demo. Now, they will be able to tell how many people came from the blog and signed up for a demo - real ROI for their search marketing program.
If you take the tracking even further, you could even assign a value to that goal. For example if you know that 10% of people who view a demo will sign up for your services and your services on average go for $500, then the goal value would be $50. Then you could tangibly measure what the ROI is of the blog.
Here are step by step instructions for setting up a goal in Google Analytics (the simple way):
Step 1: Go to the goals page on Google Analytics, and click “set up goals and funnels”
Step 2: Click “Add goal”
Step 3: Fill in information for goal
If your you use Google Analytics to track your website, you can set up a Goal to measure how well your site is fulfilling business objectives. A goal is achieved any time someone visits a page on your site that you wanted them to get to (i.e. a thank you page, a receipt, a confirmation, etc.). Once the goal is set up, you will be able to see the blog as a referring site listed in your analytics, and then be able to see how many of those referring visitors completed your goal. For example, the client I am helping set this up main business objective is to get people to view a demo. Our goal is set for the confirmation page once you have signed up to view a demo. Now, they will be able to tell how many people came from the blog and signed up for a demo - real ROI for their search marketing program.
If you take the tracking even further, you could even assign a value to that goal. For example if you know that 10% of people who view a demo will sign up for your services and your services on average go for $500, then the goal value would be $50. Then you could tangibly measure what the ROI is of the blog.
Here are step by step instructions for setting up a goal in Google Analytics (the simple way):
Step 1: Go to the goals page on Google Analytics, and click “set up goals and funnels”
Step 2: Click “Add goal”
Step 3: Fill in information for goal
- Active Goal = On
- Goal Position = Set 1, Goal 1
- Goal Type = URL Destination
- Match Type = Exact Match
- Goal URL = Thank you page or registration complete page
- Case Sensitive = check
- Goal Value = can put a dollar amount of what this person is worth to you
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