Raven's Content Insights tool leverages landing pages data from Google Analytics to inform users on the best places to focus their efforts on when managing their marketing campaigns. Items with high engagement relative to traffic (termed "opportunity" in the tool) are ranked higher in the table. Users must have Google Analytics authorized in order to see Insights data.
Using the example from the Keyword Insights case study, let's say that one of your clients is managing a mobile technology blog and would like to know where the best opportunities for retaining the most visitors might be. The blog has Google Analytics installed and has some traffic being driven to it for a handful of different posts and pages.
By looking at the Content Insights tool in Raven, users can not only see what content readers are most often reading, but also what pages have the highest bounce rate in relation to their visits. In this case, perhaps posts about GPS navigation apps, iPad movie rentals and screenshots of unreleased apps offer the biggest Content Insights, building off existing content on your website.
Set-Up and Settings
The data in Content Insights is pulled directly from Google Analytics. In order to view data in the tool, you'll first need to authorize Google Analytics, either through the Setup Wizard or in Campaign > Google Analytics.
Setting Up Google Analytics
Here's how to add a new Google Analytics account to Raven:
Navigate: Click through the menus in Raven to Campaign > Google Analytics. On this page, if you do not have any Google Analytics tokens listed in your account, you'll be presented with a link reading Authorize a New Google Account. Click this link. This will begin the process to link your Google Analytics account with Raven.
Grant Access: After clicking Authorize a New Google Account, you'll be directed to a Google page asking if you would like to grant access to your account. Click Grant Access to do so.
Choose a Profile: Once you've successfully authorized your account, if you have multiple Google Analytics profiles in your Google account, you'll be prompted to choose one profile to associate with your website.
Once Google Analytics has been authorized in your Raven account, you should be able to see Content Insights data. This data is organized by opportunity, which is calculated by considering your bounce rate in relation to your percentage of visits.
Content Opportunity: A page that has high site engagement in comparison to its share of the total traffic.
#: The rank of an item based on high engagement relative to traffic.
Link: Click the link icon to view Landing Page visits data in Google Analytics for a given link.
Visits: The total number of visits to your website from a particular piece of content.
Bounce Rate: Percentage of visitors who visited a page on your site, then left after viewing one page.
Clicking the link icon next to content URL in the Content Insights list brings up detailed Landing Pages data in Campaign > Google Analytics for that link. On this page, you can see a graph of the page's visits over time, along with several metrics including: Page Views, Unique Vies, Bounce Rate (average), Average Time on Page and Exits.
In addition to this data overview, the Landing Pages section of Google Analytics gives the user a list of referrers, along with the number of views associated with them and their percentage of the total visits.
Users can choose the range of days that their data is pulled from by clicking the date range in the top right corner of Content Insights. After clicking the date range, you're given 10 preset options to choose from:
This Week (Sunday - Today)
This Week (Monday - Today)
Last 7 Days
Last Week (Sunday - Saturday)
Last Week (Monday - Sunday)
Last Business Week (Monday - Friday)
Last 14 Days
Last 30 Days
If these options don't suit your needs, choose the Custom Date option to choose a custom start date and end date.
You can use the search bar above your content listings to find orders that match specific search terms. Keep in mind that the search bar does not accept boolean arguments — only words and phrases. Click the Search button to search through your terms. Click the X while in a search to restore your entire listing.
The columns displaying data for your content can be modified by clicking the Display Options icon at the top of the table. You can use this menu to select or deselect which columns that you would like to see in the table.
Miscellaneous settings can be found when clicking the Settings icon at the far right of the Table Settings icons. In this menu, you can export data by clicking Save to CSV or create a PDF by clicking Save to PDF.
To change the amount of items displayed on each page, click one of the numbers next to Pagination: 10, 25, 50 or 100.
Reporting and Exporting
Exporting to CSV
All of your data in Content Insights can be exported to a CSV file. To export a CSV of your Content Insights data using the Tool Options icon, click the Save to CSV option in the Tool Options menu. A CSV containing all of the data in Content Insights will download automatically.
Reporting to PDF
In addition to CSV exports, your Content Insights data can be output as PDF reports. There are three ways to produce a PDF of Keyword Insights data: using the Build Report option in Tool Options, using the Table Options icon and in a report in Report Wizard.
To build a quick report, navigate to Content Insights and click the Tool Options button. In this menu, choose the Create PDF Report option. This will create a single PDF containing all of the data within your Content Insights page.
If you would prefer to only include a particular group of data in your Content Insights report, you can use the Table Options menu option to only include the data that is currently visible in the table. This is useful for creating quick reports based off of active Filter Sets.
To create a PDF of just the visible table data, click the Table Options icon and select the Save to PDF option.
The final option is to include Content Insights as a section in a report built in Report Wizard. To add Content Insights data to your report, navigate to Reports > Report Wizard and either create a new report or edit an existing one. You can find the Content Insights module in the listing on the left under Insights. Choose the Content report by clicking it, then drag and drop it to the position you would like for it to appear in.
Once you've added the report module, you are able to modify several fields:
Columns: Rearrange or disable table columns in the report. In this report, you can modify the appearance of #, Content, Visits and Bounce Rate.
Title: The title of the report section.
Max Results: The maximum amount of results that you'd like to see in your report.
Summary: A block of text that can be displayed at the top of the report.
Filters: To apply a saved Filter Set to your report, choose the Filter Set from the dropdown menu here.