Measure content marketing ROI

Business Benefits

Assess the profitability of your investment and take better future decisions.


Use Google Analytics to view posts that convert well and download reverse conversion goal path data.

  1. Go to your analytics dashboard and set the date range for at least a year.
  2. Navigate to Conversions > Goals > Reverse Goal Path.
  3. Apply a filter like “/blog” to filter for blog posts.
  4. Sort posts by goal completions to view the ones drive the most conversions.

https://cxl.com/wp-content/uploads/2017/08/Reverse-Goal-Path-568x151.png

Download this information as a CSV spreadsheet.

Download page view data for your blog posts and insert it as a new column in the CSV spreadsheet you downloaded earlier.

Navigate to Content > Site Content > All Pages. Then apply the /blog filter to see only blog posts.

Divide the data in the Conversions column by the number in the Unique views column to calculate the conversion rate per blog post.

This will give you a better idea of which posts you need to optimize for conversions and which high-performing posts should be promoted. If you have pages that are over a year old and aren’t getting any traffic or conversions, consider unpublishing, no-indexing, or updating them.

Use tools like UTM parameters or ConvertKit to automatically tag leads based on which content they came from.

For example, ConvertKit can be set up to automatically tag leads that come through a specific form.

Alternatively, you can tag leads by embedding custom URLs like “?ref=emailcampaign” in your emails to identify sales that came from specific email, then track back one step further using the tags.

Identify how many tagged leads convert and how much you make per conversion to find your exact ROI.

If you set up goal tracking in Google Analytics, use the tagging system in ConvertKit and custom URL tracking to see the conversion rate and sale amount for your subscribers. With this sales data, you can see the conversion rate for each blog post and the amount of money you make on each of those subscribers. Multiply the number of subscribers by your average income per subscriber to find your total ROI from each post.