Top 10 Digital Content Analytics Tools in 2021
To optimize your website and content marketing ROI, it is essential to measure results. There are an infinite number of applications, but each one offers different metrics which are adapted to different objectives. An effective analysis must show the relationship between web performance and business goals. In this article, we describe the features of the top 10 tools for measuring and analyzing content. You will find paid and free applications which can be adapted to any budget. Evaluate the objectives to determine which tool is best for you and your needs.
Why is it important to measure and analyze content?
Every marketing action must respond to business objectives; digital content strategies are no exception to this. The only way to evaluate the effectiveness of a website is to measure its results. To do this, user behaviour must be analysed and the user journey must be tracked.
However, this information is useless if the causes are unknown. That is where content analysis comes in. The permanence of a website depends on the usability and relevance it offers to the visitor. Data on the number of visits, outbound clicks, dwell time and actions should be viewed in light of your business results. Linking business goals to key performance indicators (KPIs) will allow you to optimize your website’s conversion rates. Analytics tools will enable you to identify opportunities and improve your content marketing ROI.
What are the most relevant changes in content marketing?
Content marketing strategies must be aligned with evolving technology and social uses. The last year has seen a transformation in digital consumption habits that is most likely irreversible. To ensure relevance and continuity, it is essential to be aware of these trends and adapt websites to users. According to content writing experts, in 2021, the most significant changes relate to:
Thematic authority vs. keywords
It is a fact that search engines have modified their positioning criteria. From this year on, more emphasis will be placed on the relationship between content and context. The use of keywords will have a lower weighting to ensure a higher relevance of the results. Likewise, link building will become less significant than the quality of the experience.
This will particularly affect the treatment of YMYL (your money or your life) issues. That is, issues related to physical and mental health and finances. Google is expected to modify its algorithm to favour EAT (Experience, Authority and Trust) content. As a result, pillar pages could become the focus of your SEO content writing strategy.
The delivery of content to users will also impact the position in search results. Thus, page load speed and UX design will become more important. Responsive design will also be taken into account in response to the increasing connectivity from mobile devices.
Additionally, practices such as pop-ups and invasive marketing tactics will be penalized with reduced exposure. The aim is to offer users a safer and more respectful navigation experience.
Consolidating voice search
The popularization of voice search will also bring changes in marketing writing strategies. The conversational tone will be prioritized, in order to adapt to the language of the users. Virtual assistants are displacing keyboards on mobile devices, and this is reflected in search terms. To maintain your position and relevance, you should prioritize colloquial language when choosing your keywords.
Protagonism of audiovisual content
Today, 80% of Internet traffic is generated by video content. This is largely due to the overall increase in connection speed. Audiovisual resources have proven to be more effective for lead generation. In this sense, streaming or live video is emerging as the great protagonist of interactive digital marketing.
Top 10 tools to measure and analyze content
Web analytics involves many factors. Collecting unnecessary data only leads to wasted time and dispersion. In order to choose a tool, it is necessary to determine which indicators are most relevant at that moment. Generally, business objectives dictate the guidelines for which KPIs to investigate. Some platforms are more efficient at observing customer interactions while others focus on provenance and location.
1. Google Analytics
As expected, Google’s analytics platform is the most popular. It is a free and intuitive tool and is easy to link to an AdSense account. It focuses mainly on search engine optimization (SEO). It allows you to evaluate the effectiveness of messages and channels, both in organic search and paid ads. In addition, it is useful for tracking traffic origin and customer acquisition costs which are two valuable factors for e-commerce. These are its greatest strengths.
Regarding information about the visits, it shows the number of users and sessions in real time. Comparisons can also be made between two given periods. However, keep in mind that Google Analytics applies data sampling. That is to say, the analyses are based on a representative sample of the total number of visits. While this is useful for an overview, relevant information about the user and the segment is lost.
SEMrush numbers leave no room for doubt about its wide acceptance. Seven million users, 20 billion keywords and more than 200 million domains are monitored. Like Google Analytics, it is a tool with a strong focus on SEO analysis. Its unique feature is that it includes competitor data in its results. That is, it allows you to investigate the keywords used in your ads and organic rankings.
In fact, SEMrush provides all the information you need to identify relevant keywords. You will be able to design your content strategy with targeted, high-performing messages and manage them from a single platform. However, it will take some time to become familiar with the interface. From this perspective, the user experience needs improvement.
You can enjoy a seven-day free trial, but after that you will need to subscribe to use their services. The monthly fees range from $99.95 to $399.95 depending on the functionalities and features of the plan you choose.
3. Adobe Analytics
Another well-known tool is Adobe Analytics. It is a powerful application that collects multi-channel data and performs traffic analysis. It obtains real-time information from multiple sources, such as websites, voice searches and the Internet of things (IoT). With these, you can segment your audience and make comparisons about their behaviors.
Adobe Analytics excels at using robust machine learning and predictive algorithms. With these, you will be able to detect trends and apply them to your digital marketing plans. Professionals place great value on this tool for the advanced information it provides.
As an enterprise solution, Adobe Analytics rates are determined on demand. The customer can contact customer service and request a free demonstration. This gives you the opportunity to specify which functions you need and get a tailor-made quotation.
4. Open Web Analytics
Open Web Analytics (OWA) is a little less known but no less efficient. It is an open source software that tracks common metrics. Among other things, it tracks page views, referring sites, unique and frequent visitors as well as their journeys. Heatmaps and clickstream will allow you to detail the interaction of each visitor. You can utilize the results to adapt your strategy in order to obtain a higher conversion rate.
You can crawl WordPress websites, Mediawiki and applications. In addition, OWA has specific features for e-commerce tracking. It is a good option for anyone starting out with an online store. Even if your budget is very limited, you can benefit from the advantages of a complete traffic and conversion analysis.
We have mentioned the importance of user experience (UX), so you should refrain from neglecting this point in your web analytics. Amplitude focuses primarily on UX and user behaviors. It is a product intelligence tool that offers advanced features.
You will receive user profile data and observe the journeys and interactions on your page. This will allow you to segment your customers and analyze their lifecycle and conversion funnel. It is well known that having an effective presence on the network is not enough to attract visitors; it is necessary to retain them and make them loyal. With Amplitude, you can identify conversion points and boost them. Moreover, the tool allows you to run A/B tests and measure percentiles, moving averages and trend lines.
The use of the platform is free with up to ten million shares per month. For other plans, you should contact the company via their website.
6. Crazy Egg
The Crazy Egg tool helps you track and analyze the funnel to allow you to rationally and effectively address conversion rates. It facilitates a visualization of visitor interactions with your page content. It does this by tracking the cursors and recording the areas where visitors click. You will get heatmaps, recordings and A/B tests.
Knowing what your visitors are interested in will enable you to optimize your site and improve the user experience. These actions will result in higher conversion and engagement rates.
Crazy Egg is a paid tool. Their rates range from $24 to $249 a month, but they require an annual subscription.
Hotjar is a user behavior analysis tool used by more than 900,000 websites. It integrates with Google Analytics to collect session recordings and heatmaps. With this information, you can optimize your conversion rate by adjusting the UX of your website. In other words, Hotjar allows you to dig deeper into the data provided by Google Analytics.
Recorded sessions will allow you to observe your visitors’ actions on the page and analyze their interactions. You may also collect feedback from users through surveys. This gives you a clear guide on how to improve your site usability.
The tool offers a free service for personal use, but this has a limit of 2,000 page views per day. The Plus plan, designed for startups and sites with low traffic, costs $39 per month. Business rates range from $99 to $289 per month. However, if you want to subscribe to advanced features, you will have to pay between $389 and $989 per month.
Matomo, formerly known as Piwik, is a free tool that measures site traffic and user behavior. You can host it on your own server or on the WordPress platform or hire a cloud storage. In addition to tracking conversions and events, it allows you to perform A/B tests. Unlike other applications, Matomo does not use data sampling, so its analysis is very accurate. In addition, it also offers e-commerce reports to identify traffic sources and actions that result in successful sales.
Clicky also tracks individual visitors, rather than samples, and generates heatmaps. This is a rare feature in general analysis tools. It also provides data on the location, referral source, time spent on the page and interactions of each user. Moreover, it records the visitor’s journey through the website, allowing you to pinpoint bounce rates and relevant content. You will be able to make comparisons between periods to gain a broader understanding of visitor interests.
Clicky has a Yoast plugin, which allows it to easily integrate with WordPress. It guarantees the blocking of bots and data in real time. Free use of the tool is available although with certain limitations. The monthly payment plan costs $9.99 and records up to 1,000,000 page views. The price of an annual subscription is $79.99.
Kissmetrics is a centralized platform to analyze, engage and categorize your visitors. It enables data management, campaign reporting, event metrics, customer profiles and billing. It adapts very well to the needs of e-commerce. In addition, it allows you to automate email which facilitates customer conversion and retention. All of this information is combined to provide return on investment (ROI) analysis.
Kissmetrics offers real-time analytics, conversion tracking, customer journey reporting and data visualization and segmentation. The tool can be integrated with other apps, such as Facebook, Slack, Instagram, Shopify and WooCommerce.
The Kissmetrics Silver plan subscription costs $299 per month. The Gold plan is $499 per month. Custom plans are also available upon request. In any case, the turnover is annual.