Don't write off direct traffic entirely; it's usually not as closely related to your content strategy as these other channels. Custom reports can show you which external assets or media are generating the most traffic. If you're looking to increase your conversion rate, it's important to know how many visitors you're getting and how much they're worth. Google Analytics has a useful section called Goals that can help you track almost any kind of conversion you can imagine. Your site may have a feature in the backend to measure and analyze your conversion opportunities.
You can use it to estimate the approximate value of each new visitor, lead, or conversion. It can also help you determine how effective your content is at generating new conversions. Most of these factors aren't measurable through a dashboard or analytics platform, so you'll need to rely on your company's own internal financial data. It may also be beneficial to work on conversion optimization as a strategy separate from content marketing, though the quality of your content can affect your conversion rates.
If your ROI is positive, you're doing a fine job; if it's negative, you need to keep working on it. There are less measurable, qualitative benefits to your content marketing campaign as well. These are just as effective for promoting your brand, but not as numerically or directly measurable. How effective is your brand presence on-site and off-site? Answering this question can help you find weak or strong points in your campaign.
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