Effective Strategies for Measuring Content ROI on Webpages

Chandler asked in today's Ask An SEO question about tracking the ROI of a piece of content that doesn't have a direct buying trigger, especially for non-ecommerce brands.

This is a great question with many possible solutions. Let's divide the answer into two parts.

First, we will look at how to identify a conversion with revenue linked to it. Then, we will discuss how to monitor, experiment, and improve.

We regularly work with publishers, service providers, affiliates, trade organizations, and others in your situation. This includes media companies, affiliates, publishers, YouTube creators, etc. They often do not have products on hand, and if they do, it is typically a subscription or ebook.

ROI Based Conversion

Some ecommerce stores and service providers rely on content to decide on their next products or services. They measure the return on investment (ROI) from their content, unless they are creating comparison posts for service providers.

You can generate direct conversions from your content without having an ecommerce store, and also measure ROI. There are usually clickable links and actions that can help increase revenue.

It is crucial to define these links and actions as they allow you to use tools and data to determine their impact on your profitability.

Conversions from content can include:

Affiliate link clicks and conversions.

Newsletter & SMS opt-ins.

Pageview increases.

Form fills for lead gen (check with your general counsel to find out if it is permitted for your company).

Clicks on an ad.

More social media shares, fans, and followers can help boost your online presence.

There are other ways to make money too, such as getting paid to promote other newsletters to your subscribers or attracting sponsorships related to your content.

But those are for a guide to monetizing content and not tracking ROI.

How To Track And Optimize Revenue From Content

Now that we know which actions are easy to monetize, let’s look at ways to track the ROI.

Software

Heatmapping technology has advanced significantly over the years, with some systems even able to track revenue generated from it. If you're in need of a budget-friendly heatmapping tool, I recommend Mouseflow as my top choice, while others may prefer HotJar.

I was introduced to AffiliMate last October, and I was truly impressed by what they had to offer!

AffiliMate tracks click data based on ad space or link and provides revenue reports by ad unit and program. This tool offers the flexibility to monetize on a page-by-page and category-based approach using your own data, rather than relying on a third party. I personally do not have a direct relationship with AffiliMate, but I truly appreciate the value they provide.

Understanding how users interact with your website is crucial in developing a strategy to make money from it. Once you have this insight, you can move on to creating a monetization plan.

If you notice that users frequently click on specific links or ad spaces without necessarily intending to make a purchase, consider incorporating a cost-per-click (CPC) ad block.

If a visitor shows strong interest in buying and clicks on a link, consider using affiliate links.

When there is no clear interest or action from the visitor, it is best to use CPM ads. Additionally, if there are more real views compared to impressions, you can consider increasing the price for that advertising space.

You can uncover all of this information by using the service providers listed earlier or any heatmapping tool available.

Pro tip: Impressions are still counted even if users don't actually see the ad, such as a banner at the bottom of your website. The ad may have loaded on the page, but the user might have only scrolled halfway down. In this case, it's better to use a CPM ad instead of affiliate or CPC, as CPM counts impressions while the others require a specific action to be taken.

And charge less money for the CPM because it will likely not get much engagement.

Tracking Parameters And Postback

If you're working with ad or affiliate networks, you may have the option to receive transaction reports for visitors who click from your site. This can be done by using unique parameters that are linked to the article and the specific position of the link within the content. Alternatively, you can gather data through a postback, which is just a fancy term for using parameters.

ShareASale, for instance, offers a convenient afftrack= parameter for tracking purposes.

If you are sending out a newsletter and the platform discloses the email linked to the lead or sale, you can easily obtain a report containing the email addresses.

Next, check in Excel to compare the columns from your data with the information you provided about who completed a form or bought something. This way, you can easily identify which subscribers clicked on links and made purchases.

Here's a helpful tip: If a subscriber interacts with multiple vendors, organize them based on their interests, characteristics, and past purchases. This will help you determine which promotions to send to them and which ones to exclude.

But make sure the level you’re tracking is allowed based on where you and they live, and please remember that only a licensed attorney can determine this. I am not one.

Ad Clicks By Topic

Certain topics and phrases can increase the value of ads on your website. Experiment with different headers and wording to see if it affects the ad blocks.

For example, if using the phrase “blue widgets” earns $0.02 per click, but “green widgets” earns $0.50 despite offering the same value to users, consider switching to the more profitable option.

When it comes to improving the value of the ads displayed on your website, there are a few key areas to focus on. This includes the brands you choose to feature, the modifiers used, as well as providing clear examples and demonstrations in your content.

Understanding how ad networks decide which ad units to show can help you in testing and optimizing for higher-value ads to be displayed on your site. By paying attention to these factors, you can potentially increase your ad revenue and create a better experience for your audience.

Increased Pageviews

One of the ways publishers make money is through CPM ads – or a cost per thousand views.

The more pageviews you receive, the more money you can make. There are various methods to boost your pageviews.

Clicking on internal links is one way to drive more traffic to your site. By providing links to related content, users are encouraged to explore further. For instance, a series of articles that lead to the next page can increase pageviews. Additionally, if a slideshow changes URLs causing the page to reload, this can also contribute to an increase in pageviews.

Start by analyzing which topics attract the most pageviews for each article using user journey data. Utilize heatmapping tools that provide this information. Categorize the data and examine the sources of traffic.

Next, develop a content strategy to produce related but non-competitive content that has the potential to draw in new visitors or engage current visitors to click and explore additional content.

Increased Social Media Shares

When you're sharing content on your website, it's important to make sure that it doesn't compete with other pages on your site, stray from your main themes, or fail to interest your regular readers. Be mindful of these factors to avoid any issues.

Adding value to your readership by staying on topic with your site's entities can boost SEO and attract social shares and more subscribers. This can lead to selling social media shares and sponsorships, as well as earning money through CPM, CPC, and affiliate links embedded in the content.

Keep an eye on when your audience shares content - whether it's daily, weekly, monthly, or seasonally. Also, take note of who shares from your email lists.

By knowing this information, you can tailor your content to engage those who are more likely to share and drive traffic to your website.

Social media algorithms prioritize engagement on the platform rather than focusing solely on clickbait, unlike SEO algorithms which prioritize page quality and quick answers. So, get ready to dive into the world of social media algorithms.

Even if you don't sell products or services, there are numerous ways to track the revenue generated from your content.

I hope this guide to how we do it with some of our clients and our affiliate partners helps you.

More resources: 

15 Digital Marketing ROI Metrics You Need To Know

Use These 3 SEO Metrics To Measure Your Content Marketing ROI

Content Marketing KPIs: Your Guide to Picking the Right KPIs for Content

Featured Image: NicoElNino/Shutterstock

Editor's P/S:

The article provides valuable insights into tracking the ROI of content that lacks a direct buying trigger, particularly for non-ecommerce brands. It highlights the importance of identifying conversions that can be linked to revenue, such as affiliate link clicks, newsletter opt-ins, and ad clicks. By defining these conversions, businesses can leverage tools and data to assess their impact on profitability.

Additionally, the article emphasizes the significance of understanding how users interact with content. Heatmapping tools can provide valuable data on user behavior, allowing businesses to develop strategies for monetization. By optimizing ad placements, using tracking parameters, and analyzing user journey data, businesses can increase pageviews, social media shares, and ultimately generate revenue from their content. their content marketing efforts.