How to Use Google Analytics for Your Social Content Strategy

What is Google Analytics?

Google Analytics is a powerful tool that collects data from your website and apps to create reports that provide insight into your business. Its main purpose relates directly to your website. However, you can utilize your Google Analytics metrics to help create your social media content strategy.

Google Analytics Website Metric:

One of the most utilized metrics in Google Analytics is the “Top Ten” website pages metric. This functionality monitors your website traffic to track which pages your audience visits most. The pages that receive the highest ranking have the greatest traffic and engagement. Marketers primarily use this metric for optimizing their website performance. However, they (and you!) can also use it for building a solid social media strategy.

Understanding the Data:

Reviewing this metric tells you which website pages to showcase regularly on your social media platforms. These are the pages your community is looking at the most. So, make it as easy as possible for your audience to connect to and find those pages. Remember, one of the main purposes of your social media strategy is to support your website by encouraging your audience to visit your website and actively engage in your content.

Easy enough, right? Well, did you know there’s a flip side to that coin? Let’s take a step back and think about your website. Everything on your website serves a purpose. You don’t have meaningless content on your site. Therefore, when evaluating your Google Analytics and reviewing which pages receive the most engagement, pay attention to which pages are missing.

Are there specific pages your organization thinks have high-value content that are missing from your “Top Ten” list? Is there a specific feature or customer perk your organization believes your community should be aware of that isn’t getting engagement? As a marketing strategist, this information tells you which pages need to be up front and center in your social media marketing plan. Evaluating what is missing from your “Top Ten” list is as important as understanding what is on it.

Need Help?

The example above is just one of the many ways you can utilize your Google Analytics metrics for your marketing strategic plan. With over 50 years of combined marketing experience, TopLine Results can help you navigate your Google Analytics metrics and teach you how to incorporate them into your overall marketing strategy.

For more information, reach out to our marketing team at TopLine Results. Email us at marketingsupport@toplineresults.com or give us a call at 800-880-1960.