Analytics can be overwhelming, period. In the past, a big hurdle for marketers was not having enough data to make informed decisions. Today, there is so much data available, it’s hard to know where to begin. A comment I hear time and time again is “Where do I start?” It can be challenging diving head first into numbers, especially without having a clear understanding of what to look for and where to find the best insights.

The following tips will help guide you in the right direction and, dare I say, make you excited to take that leap into analytics. Once you get comfortable with the tool you’ll begin to feel like a detective, trying to get to the bottom of why content is performing a certain way and where improvements can be made. It’s empowering to know the ability to understand, adapt, and improve your content lies right there in your hands.

Where to begin

The first and most basic step is to know where to find your analytics. If you haven’t explored the Uberflip Analytics tab yet, take a look around our robust business intelligence suite to familiarize yourself and get comfy.

Uberflip Analytics provides you with data to answer all your burning questions. You’ll see we’ve helped to get you started by bucketing metrics into dashboards and standard reports based on common insights in the left menu. Each of these dashboards and reports has the option to adjust the filters at the top so you can hone in on data for a particular time frame, campaign, or asset type, for example.

Asking the right questions of your data

This data is powerful, but what makes it even more powerful is using it to gain insights and answer business questions to help guide your next move. The way to do this is by first determining what those questions are. I’ve compiled a list below of questions you may ask to help get the juices flowing:

Traffic

Visitor acquisition

• Where are visitors coming from most to my hub/XX stream?
• What source/medium is bringing the most engaged visitors?
• What is the performance of a specific UTM source/medium?
• What channels should I be putting more focus into? Less focus?

Geography

• Where in the world are my visitors coming from?
• What geography (country) is most engaged with my hub?
• What does this tell me about where I should be targeting? What content should I be creating?
• What languages should I be serving?
• Are my hubs/streams optimized for these geographies/languages?

Campaigns

• What are our top-performing campaigns?
• What is the performance of a specific UTM campaign?
• What item is getting the most engagement from this campaign?
• How many items were consumed on average from this campaign?
• What was the conversion from this campaign?

Content

Streams

• What streams are performing the best?
• Based on what key performance indicators (KPIs)?
• Visits, bounces, conversions? What streams aren’t performing well?
• If within a resource center, which streams are in the menu and how are they performing?
• Are the SEO settings optima?
• Are we getting more new visitors or return visitors?

Items

• What are our top-performing items? Based on what KPIs? Visits, bounce, conversion?
• What are our bottom items? Why?
• What tags are seeing the most activity? Is it because it’s used most often or people are more interested in that content?
• What items are seeing the most form conversions? Best conversion rate? Lowest bounces? Longest time on page? What do we want to do with these items? Can we use them in campaigns or featured somewhere to get even more visibility?
• What’s the top item type? What item type is not performing well? Is it because we’re not promoting it or is it because people prefer to consume content in another way?
• What content (topics, types) should we be making more of? (What are the best-performing assets?)

Flipbooks

• What flipbooks are performing the best?
• Which are converting the most? Can we use these as part of a nurture? Or is that why they’re performing so well?
• Which flipbooks are getting downloaded the most?
• How many pages are people consuming of our flipbooks?
• Are there flipbooks that are performing well and could be gated?

Sales Streams

• How many streams have been created and by which reps? (good if you’re trying to encourage adoption)
• What streams are getting views?
• What items in XX stream are getting looked at the most? (gage account/topic interest)
• Do we need to refresh a sales stream and send the updated stream to the account?

CTAs

Form CTAs

• What form CTAs are performing the best (getting the most submissions or best convert rate)? Are they used for gated assets?
• How are different CTA positions performing (stream level, show-beside, gate, embedded)?
• How do activations compare to submissions? If there are many activations and few submissions, why is that? Because there are too many form fields? Is the right piece gated?
• Are there items that are gated in some streams and not in others? Is that intentional?

Link CTAs

• Which link CTAs are getting the most clicks? Why? Because they are used most predominantly? Or because they’re in higher-traffic placements?
• Which link CTAs have the best click-through rate?
• Which have the worst click-through rate? Is this because it’s in a high-traffic position so it’s getting lots of impressions? Or is it because the copy or graphics need to be updated?
• What link CTA position is performing the best?
• How many show-beside CTAs are we using? Can we use more?

Visitors

Entry Page Performance

• Where are visitors landing first when they arrive to the hub?
• Is it more on the stream level or item level?
• What are the top entry streams?
• What are the top entry items?
• Can we use this information to curate a nurture path? Add show-beside CTAs to other high-performing pieces?
• Where are these visitors coming from and landing? Organic? Paid? Demand generation campaign? (need to pull this in Explore)
• What entry items result in the most items per session? Which have the lowest bounce rate? How can we create more items like this?

Session Overview

• Are we getting more new visitors or return visitors? How is this changing over time?
• How is general visitor engagement?

Company (if using Enrichment)

• What companies are visiting our hub?
• What industries are they in?
• How big are these companies (in size and revenue)?

Contacts (if using Enrichment)

• Who are the people visiting our hub?
• What are the most common job titles?
• What is their status and lead score?

Finding your answers and making data-driven insights

As you’ll see, these questions are grouped in alignment with the dashboards in Uberflip Analytics. Once you have your questions, you can begin diving into the data to get your answers.

Dashboards are great for easy-to-consume visual metric overviews.

Reports allow you to dive into more specific metrics on a line-by-line basis and are great for exporting into a spreadsheet for further manipulation and analysis.




Can your questions be answered with the existing dashboards and reports? In many cases, yes.

However, for deeper insights, the Explore tool can help get you there. Explore allows you to create and save custom reports and dashboards with the dimensions and measures (key performance indicators) you care about. By drilling in, you can glean specific insights to help understand your content’s performance even more fully.

If you don’t have the Explore tool and want to learn how it can help, speak with your CSM.

Once you begin diving in for your answers, you’ll likely start to have more questions that drive you closer to valuable insights and plans for future actions.

Let’s paint a scenario.

You see that your hub sessions are going up month over month but so is your bounce rate. Some questions you may ask as you start analyzing more deeply could include:

• What sources, mediums, and campaigns are driving that increase in traffic and which ones have a higher bounce rate?
• Is there a known reason for the increase in traffic? If it is, for example, from a campaign, is the landing experience in alignment with the ads and optimized for the visitor?
• If you’re running a campaign, are you directing visitors to a gated asset? If yes, perhaps send them first to an ungated asset and then lead them to a gated asset from there.
• Do you have show-beside CTAs on your entry items to help guide visitors to next items? If not, consider adding these so that there is a clear next action for the visitor.

Tip: When looking to optimize your content, a great place to start is with the top-viewed assets, assets you’re looking to drive traffic to, and pieces that have the most impact. I love to look at the top entry items and find ways to optimize them to encourage further content consumption.

More ways to get deeper insights

1. Have a solid tagging infrastructure in place so you can track activity by things like persona, industry, pain point, funnel stage, etc. Tags have a variety of important uses and analytics is one of them, as they allow for more detailed insights on important segmentation buckets. Use these tags to filter the existing dashboards and reports, or use the Explore tool to create your own tag analysis dashboard.
2. Use UTM parameters to get more granular insights into what sources, mediums, and campaigns are performing best. The best way to track and adjust your campaign is by understanding exactly where the traffic is coming from and what visitors are doing when they get to your hub. For example, if you are receiving more engaged visitors from LinkedIn than Twitter, perhaps you want to put more dollars into LinkedIn going forward.
3. Benchmark the numbers against yourself. We commonly get asked what’s a good benchmark to shoot for. Your CSM can help you get benchmarking data. However, the better approach here is to benchmark against your past performance. Look at how the metrics are changing over time (MoM, QoQ, YoY). The KPI Summary report is a great place to start in finding this comparative data.

Wrapping up

We’ve given you a lot to think about when it comes to using Uberflip Analytics and we hope this has helped you think through how you might approach data analysis for your business. I wish there were a one-size-fits-all solution to gathering insights but it really is dependent on your specific needs, use cases, and KPIs. For support on how to best approach analytics for your company, contact your CSM or ask to engage Uberflip Expert Services to take a deeper look together!