These are my slides from SMX München 2016. Content engagement is a tricky thing to measure, especially how it changes over time, but in this article I give some ideas for how to enhance your content measurement process within your organization.

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Content analyticsThe Whys And Hows For Google Analytics
Simo Ahava
Senior Data Advocate

2. Simo Ahava
Senior Data Advocate, Reaktor
Google Developer Expert, Google Analytics
Blogger, developer, www.simoahava.com
Twitter-er, @SimoAhava
Google+:er, +SimoAhava

3. Plug-and-play Analytics
Data quality isn’t acquired — it’s earned
@SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016

4. Popular analytics
platforms are designed for
9,352,458*
different businesses.
* Author’s estimate, not an official figure

5. When adopting a
platform, we are forced to
adopt its definitions as
well.

6. Data quality is directly
proportional to how well
these definitions are
understood.

7. Pageviews, really?

8. "I came, I puked, I left"
Avinash Kaushik

9. Or did I?
"I came, I puked, I left"
Avinash Kaushik

10. Time spent doing…what?

11. The Engagement Funnel
@SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016

12. VISIBLE PAGE VIEWS
Had the page in focus in the browser
AVG. ENGAGEMENT
Interacted with the page
READ RATE
Read the page
PAGEVIEWS
Requested the page in the browser

13. }
}
}
Tabbed browsing
Idling / title-scanning
Returning readers /
longer articles / skip
to comments
ABANDONMENT
VISIBLE PAGE VIEWS
Had the page in focus in the browser
AVG. ENGAGEMENT
Interacted with the page
READ RATE
Read the page
PAGEVIEWS
Requested the page in the browser

15. Initial impact

16. Engaged
Visitors

17. Readers

18. 1: GUIDES

19. http://goo.gl/qIRTVL

20. http://goo.gl/qIRTVL
PAGE VISIBILITY API
- Create a Trigger condition, which only fires when
the page is visible in the browser
- Create a Trigger, which only fires when the page
visibility changes
- Create a Variable, which returns the visibility state
of the page in the browser

21. http://goo.gl/27TOqn

22. CONTENT ENGAGEMENT
- Measure the active engagement time on the page
- This includes clicks, scroll, mouse movement, key
presses
- Add a 5-second-long grace period after the last
engagement
- Use Calculated Metrics to display the Average
Engagement Time per page
http://goo.gl/27TOqn

23. http://goo.gl/xAOO6V

24. CONTENT AS ECOMMERCE
- Track content as products, and the entire content
experience as a Shopping Behavior Funnel
- Track scroll depth as a Checkout
- Track bottom-of-content and dwell time as a
Purchase
- Track Read Rate as purchases per content view
http://goo.gl/xAOO6V

25. 2: INCENTIVES

27. V
Best

28. V S
Best Best

29. V S C
Best Best Best

32. Data is difficult
It’s supposed to be
@SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016

33. Thank you!
simo.ahava@reaktor.com
www.simoahava.com
Twitter: @SimoAhava
Google+: +SimoAhava
Data is difficult - http://goo.gl/b4wfXK
10 Truths About Data - http://goo.gl/EpesEj
The Schema Conspiracy - http://goo.gl/9RYNGU
Further reading: