The Top 5 Metrics Copywriters Need to Track Using Google Analytics
What you need to know, why, and how to use it to your advantage.
As a copywriter, the ability to decipher data and analytics from platforms like Google Analytics can significantly impact your content’s success.
Google Analytics is a marketing industry-standard analytics platform that offers valuable insights that can help you enhance your content and achieve optimized results on your web content.
If copywriters are fluid, creative professionals, why do analytics matter in the first place? The answer is simple: to know what content is performing well and what’s not.
Access to that information is imperative in crafting better-performing content and fixing existing copy to reflect your target market’s behaviours. The ability to gather that information is not only useful but shows that you’re willing to take the initiative, find a diagnosis of poor-performing content, and leverage your writing skills to transform it into top-quality copy that drives results.
So, what are the top five metrics on Google Analytics that every copywriter should pay attention to and leverage for their professional growth?
Click-Through Rate (CTR)
One essential metric for copywriters is the Click-Through Rate (CTR).
The CTR measures the percentage of people who click on a hypertext link to your website out of the total number of people who saw it.
How do you calculate the CTR? Take the number of clicks and divide it by the number of impressions. Then multiply by 100. The resulting number is your CTR percentage.
When you analyze your CTR, you can evaluate the effectiveness of your titles and refine them to attract more clicks.
Want to know how to obtain data for your CTR? In Google Analytics, navigate to the Queries sub-report in Google Search Console, under the Acquisition report.
Engagement Rate
Another metric to monitor is the Engagement Rate. The engagement rate indicates the percentage of visitors to your website.
Tracking and measuring engagement rates in Google Analytics 4 can help copywriters by providing valuable insights into how their copy is resonating with the audience.
This data-driven approach is a prime opportunity to create more compelling content that captures and retains the attention of your audience.
Social Shares
Social Shares reflect the number of times people share your website content on various social media platforms. This metric serves as an indicator of the quality and shareability of your writing.
To track social shares in Google Analytics, you can utilize tools like Google Tag Manager or install social share plugins for platforms like WordPress. Analyzing social shares allows you to identify which content resonates most with your audience and tailor your copywriting strategies accordingly.
Conversion Goal Rates
Conversion Goal Rates measure the percentage of visitors who complete a specific action on your website, such as making a purchase or submitting an inquiry form.
Tracking conversion goals in Google Analytics will help you assess the success of your website in converting visitors into customers or subscribers. Set up and monitor conversion goals under the Conversions section in Google Analytics.
To optimize conversion rates, refine your copy and calls to action, ensuring they align with the desired user actions.
Comments
Comments on your web pages indicate the level of engagement and interaction with your content. Engaged readers often leave comments, providing valuable feedback and fostering a sense of community.
Consider integrating tools or plugins specifically designed for comment tracking to measure comments in Google Analytics. Encourage meaningful interactions by actively responding to comments and creating a welcoming discussion environment.
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