Content Performance Dashboard

Introduction

The THRON Content Performance Dashboard analyses and measures the performance of all your content in relation to people's Call To Actions, such as the purchase of a product, the subscription to a newsletter, etc. You can understand which topics and formats your audience prefers without wasting resources on the production of those that produce the less conversions.

All you need to do is to link call-to-actions to Content Intelligence, which is done by simply including a line of code within the web page. The CTA connection is managed via Dashboard Settings in "the CTA Management" area. Here, users will have to create call-to-action identifiers, providing an explanatory name, and paste the provided code by hooking it to the execution of the relative call-to-action within the page, making sure that the THRON Tracking Library is present in the <head> section of the website; if not, include it using the following form:

<script src="//<clientId>-cdn.thron.com/shared/plugins/tracking/current/tracking-library-min.js"></script>

From that moment onwards, the call-to-action will be visible in the Content Performance Dashboard, through which you can analyze the statistics before or after its execution.

 

Call-To-Action (CTA) and target

We can distinguish between two different types of CTA. The first is an "editorial" type of CTA, whose execution is independent from the association with a specific object. A classic example is the subscription to a newsletter. The second type of CTA, on the other hand, is punctual. Its execution is directly referable to one or more objects, such as the purchase of a product or the downloading of a content.

In this second case, you can use the "target" parameter to quickly identify all the call-to-actions performed on a specific object within the Content Performance Dashboard.

 

var tracker = _ta.initCtaTracker('<clientId>','<ctaLabel>');
tracker.cta('<target>');

 

Example:

Let's suppose you want to track the event of a specific product put into the cart of your e-commerce, and you want to use the SKU to do that.

You are going to have to create a CTA in THRON, "hook" the provided script onto the "Purchase" button of your e-commerce and fill the target parameter with the SKU of the specific product.

Your page will look something like this:

 

<script>
   var trackCta = function(){
    var tracker = _ta.initCtaTracker('<Your clientId here>','<THRON cta label here>');
    tracker.cta('<put the SKU here>');
   }
</script>
<button onclick="trackCta()">Purchase</button>

 

What’s in it

From the Content Performance Dashboard you will be able to extract all the data related to the visualizations of your content in the period preceding or following the execution of each specific call to action.

 

The screen is organized with the following information:

  • At the top of the screen, select the call-to-action to be analyzed from those available. Once you have selected the call-to-action, you can filter extracted information by selecting a specific target. Targets can be identified quickly thanks to auto-completion. If you do not filter by target, all results for that specific call-to-action will be returned.
  • After selecting the call-to-action, select the time period to be analyzed. You can select from 1 to 180 days before or after call-to-action execution.

 

Once the selection has been made, the statistics will be extracted with the following subdivision:

  • Views by content topic: this chart shows the breakdown of total views according to the topics of content, which are the TAGS of the TOPIC classification linked to the content that has been viewed in the selected period. Make sure you do not misinterpret this information: the total sum of the percentages shown in this chart does not correspond to 100% of the views, and this because each content could be linked to more than one tag present on this list.
  • Views by content type: this is the breakdown of total views of content in the selected period according to their type.
  • Engagement: this is a representation of the content completion ratio, meaning that it illustrates the percentage of content viewed by your contacts.
  • Most visited content: this is a list of the most visited content in the selected period.
  • Views by contacts profile: this chart shows the breakdown of total views according to the profile of contacts, which are the TAGS of the PERSONAS classification linked to the contacts who performed views in the selected period. Make sure you do not misinterpret this information: the total sum of the percentages shown in this chart does not correspond to 100% of the views, and this is because each contact performing views in the selected period could be linked to more than one tag present in this list.
  • Downloads by content type: this is the breakdown of total downloads according to the type of content.
  • Context: this chart illustrates the breakdown of total views in the selected period according to the context defined for the specific shares from which contacts accessed your content. Please note that not setting a specific context for your shares will result in an entry on the "Context not available" for each performed view.
  • Domain: this chart illustrates the breakdown of total views in the selected period according to the domain used to access the content.
  • Referral: this is the breakdown of domains that pointed your users to make views of your content (e.g. the pages they were looking at before landing on your content).
  • Geographic distribution: this chart shows the geographical distribution of the total views in the selected period.

 

Any additional custom classification will be displayed at the bottom of the screen.

 

Filtering and drill-down

Each information presented in the charts can be combined with any other to filter global data and extract specific sub-sets of information. Just select the checkboxes and hit the "Filter" button. Another relevant available feature is drill-down. By clicking each chart you will be able to increase the level of detail on that specific information, extracting data up to the specific single tag or content.

Was this article helpful?
0 out of 0 found this helpful

Have any question?

Open a ticket
Comments