Proving the value of web content isn’t always straightforward. It’s easy to see how your product pages and lead-gen landing pages are converting, but what about blog posts and other assets that live further up the funnel? What’s the true contribution of that content to your website goals?
This is where multi-touch attribution can help. Using the ‘Assisted Conversions’ feature in Google Analytics, it’s possible to move past ‘last-click’ reporting and see what role pieces or groups of content have played in the journeys leading up to conversion. Did a timely blog post help build awareness with an audience that later came back via another route and converted? Did your engaging quiz nurture some of your audience through the funnel — moving them closer to conversion? These are the types of questions you can answer with multi-touch attribution.
In this slide deck, you’ll see the myth vs the reality of content marketing, and the problems with the standard approach to conversion reporting if you want to truly understand and credit the performance of your content assets. This isn’t a full-blown guide to content marketing attribution, but it will hopefully help you see why getting to grips with this is really worthwhile.
• Users interact with sites multiple times, via multiple channels, through multiple pieces of content, before converting
• Default last-click attribution usually doesn’t give all content/channels fair credit
• GA’s Assisted Conversions reporting lets us see the true contribution of content pieces / content groups to KPIs
• This can help prove the value of content to clients and get you more budget for doing cool stuff