For the first time in owned-channel analysis, CORE now allows you to plug in and analyse all of your website pages with our Google Analytics Integration. This truly enables you to bring all your digital signals into one place and helps you to see the effect of both your social and web analytics. So by pulling all your website pages into CORE, you can now understand who your website audience is, and how they are interacting with the content on your website.
So how does Pulsar do this? Below we'll show you 8 ways to help you get the most out of this new integration.
1. Breakout Pages
This is unique to Pulsar, we've worked out the average number of users who visit your individual pages over a 30 day period. Once we have that average for each page, we can then see if any of them are performing better than they usually do. By doing this you can understand the breakout pages on your website that day that have been performing better than average, and see where your traffic has been landing.
2. New and Total Visitors
We've gone one step further than Google Analytics here. So instead of just knowing about your new and returning visitors, what we can help you understand is some insight into how this relates to your social audience. Using our compare feature, you can compare your website traffic, both new and returning visitors, with your social followers. You can see if there are correlations in audience growth, whilst simultaneously seeing how content posted on your social channel has performed, and how it has affected traffic. This should give you a sense of ROI for your social, as you are able to understand if, or how it has helped drive traffic to your website.
3. Demographic Analysis
No audience analysis is complete without some insight into the demographics of the people you either engage with or reach. So just like with our social owned-channel analysis, you can look at the breakdown of your website audience, in terms of who they are and where they are from. For Google Analytics we give you the following outputs:
And we're able to track the Age and Gender of your website audience via the Google Analytics 'Demographics and Interest Reports Advertising' feature, so don't forget to have this enabled in your Google Analytics admin panel first!
What's great about understanding your website audience is that you can now see whether the audience visiting your website is similar to the audience across your various social channels, and this gets you to start thinking about your audience strategy. Perhaps there's a huge disparity between your website and social audiences, for example you might realise that you are capturing a much younger audience on your social than your website?
If this is the case, then you may want to find the best way to translate this younger audience across from your social to your website, which brings us to Content Analysis.
4. Organic Social Shares of Pages
In this initial release of Google Analytics, we'll be helping you to focus on how your current and new content is performing. Simply put, this will be a really useful way to track all the new webpages you publish and adjust your content strategy.
One way you can really understand if your website content is resonating with your social audience is to see if anyone is sharing your web pages on social organically. Now, we know that this isn't something Google Analytics can do - so that's exactly what we went ahead and developed!
If any web user decides to share your website pages and articles on Facebook or Twitter, we can track that for you and give that page an engagement score. Now you'll be able to see which pages are performing the best on social whether you've tweeted about it or not.
5. Best and Worst Performing Pages
It's always helpful to understand if your content strategy is aligned across your different digital platforms, and a great way of seeing whether your website and social content are in sync is by comparing them. And we can show you how your best performing web pages match up against your best performing social posts that contain links to your website. This means you can see whether your followers are retweeting any pages from your social posts, or if they are sharing these web pages on their own.
Consequently, you can discover if there is a disconnect between what you post on your social channels and what your followers are sharing on social themselves. Using this comparison is a great way of showing you if you need to adjust your content strategy on both your website and social channels.
6. Search Keywords
Another great way of helping you understand how your website content is performing is by taking a look at the Creative tab on CORE. Here we will help you see what keywords your users are searching for that lead them to clicking onto your website. You can also then identify gaps where your content is not generating traffic, which can help your SEO strategy.
7. Topic Analysis
If you're looking to create new content it's always good to understand what's really resonating with your audience. And by using Machine Learning on your website, we analyse all the content across your website and see which topics are resonating the most with you visitors. Now you'll be able to tell if you should be talking more or less about a certain topic and whether your content strategy is on track.
8. Image Analysis
Last but not least, is Image Analysis. Using our image recognition technology, we can show you which images are working best across your website and which images you might want to be showing less of. Now armed with all these tools and insights, you can go ahead and create that new web page with a complete understanding of how to best engage your audience!
To get started with this Google Analytics on CORE, check out our 'plugging in guide' and start joining the dots between your website and social!