How can you measure your content marketing ROI step by step?

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Let's now look at the individual steps you can take to measure the ROI of your content marketing. Ideally, your content marketing ROI can be measured in four steps. However, to measure and evaluate this, you should be aware of the importance of a conversion rate per publication or URL. The only source of information you need for this is Google Analytics.

At this point, we're simply assuming that, on the one hand, you have specific content marketing goals for your conversion . On the other hand, it should be possible for visitors to subscribe to a mailing list via individual blog posts, or for the publications to link to corresponding landing pages. If this isn't the case, then unfortunately, this guide won't help you track the ROI of your content marketing.

Let’s now look at the four individual steps in detail:

Step 1: Download data from the Reverse Target Path report
It all starts with the Google Analytics dashboard.

First, select a time range of at least one year.
Then go to Conversions -> Destinations -> Reverse Destination Path.
Now add a filter with a name like “/blog”.
Sort the results according to goal achievement.

This will only display the blog posts that perform best or generate the most conversions. But conversions alone aren't enough at this point; you need the conversion rate. That's the only way to know which content works and which doesn't.

Download the listed data as a CSV file; we will need this again in step 3.

Step 2: Back up your page view data
On the path to content marketing ROI, you need to know the number of page views. This can cyprus phone number data then be used to determine the conversion rate.

To do this, you must do the following:

In Google Analytics, go to Content -> Page Content -> All Pages.
Use “/blog” to filter out blog posts.
Now save the data for the spreadsheet and add it to a new column in the previously loaded table.
Step 3: How to calculate your conversion rate
Now divide the data in the “Conversions” column from step 2 by the number in the “Unique Pageviews” column from step 1. The result is the conversion rate per blog post.



At a glance, you can see which content is performing best and which isn't. This knowledge allows you to determine which topics tend to deliver better results, which blog posts should be optimized, and which underperforming blog posts should be given more focus for lead generation.