Introduction
Use this guide to gain a better understanding of how your blog is performing, including conversion, search engagement, shares on other platforms, and more.
In-app dashboard template: Blog performance
| Name | Description |
| Share blog | An event that captures when a user organically shares a blog post (e.g. by clicking a share button) |
| Subscribe to blog | An event that captures when a user successfully subscribes to a blog (e.g. to receive e-mail updates) |
| View any blog post | An event that captures all page views on blog content aimed at generating organic site traffic and/or sign-ups. |
| Conversion | An event that tracks completion of a goal event (purchase, sign up, etc.) |
| Execute blog search | An event that captures when a user searches for content within your blog |
| Blog search term | A property on the Execute Blog Search event that captures the text entered when searching on your blog |
| Click blog search result | An event that captures when a user clicks on a result from a blog search |
Chart 1: Blog Retention
What does it tell you?
How many users are continuing to return to your blog over time?
How to interpret?
If you see a large dip at the start of your chart, don’t panic! This is normal, especially as users are becoming acquainted with your blog. The key here is seeing improvement over time and to have an upwards trend after any initial fall off.
Chart 2: View Any Blog Post -> Marketing Conversion
What does it tell you?
Of users who have read a blog post, how many of those users have completed a conversion event within 30 days of reading a post?
How to interpret?
This will help you identify the impact your blog has on your desired conversion event. If there is a high drop-off, it might be time to revisit the CTA on your blog posts. If the drop-off rate is low, then great! Try running some additional A/B tests to continue optimizing this funnel.
Chart 3: Blog Shares
What does it tell you?
How many total shares and unique shares did you have on your blog site?
How to interpret?
Unique terms may help you to add tags to existing posts or to inspire new content ideas.
Chart 4: Most Shared Blog Content
What does it tell you?
Which posts are being shared most frequently by your readers?
How to interpret?
Sharing is a great indicator that a reader found value in what you wrote and is a great way to expand your audience. You may want to consider adding UTMs to your share action so that you can track which readers came to your site via these shared links.
Chart 5: Blog Subscriptions
What does it tell you?
How many visitors subscribed to your blog within a given week?
How to interpret?
Subscriptions are great indicators that readers found your content valuable.
Chart 6: Blog Subscriptions by Path
What does it tell you?
Which pages were readers on when they hit subscribe?
How to interpret?
This is another great indicator of value. You may want to consider giving some extra promotion to posts with the highest numbers here.
Chart 7: Blog Search Conversion Rate
What does it tell you?
What percentage of blog searches result in a user clicking on a search result?
How to interpret?
If this number is low, dig in to understand what is happening. What terms are they searching for that they aren't finding results for? This can help you improve your content tagging or help inform your content strategy.
Chart 8: Most Searched Terms on Blog
What does it tell you?
Shows you the top terms being searched for in the blog.
How to interpret?
Unique terms may help you to add tags to existing posts or to inspire new content ideas.
This series of reports can help you determine which parts of your blog are performing the best. Knowing what content is being shared and what content is leading to your key conversion event gives you an opportunity to double down on the most impactful content.
This simple series of queries in Heap can quickly give you the insights you need to allocate efforts to the content that actually leads to customer acquisition.