Overview
Many brands invest lots of time and energy in setting up and populating a blog. Understanding how your blog is performing, including viewership trends over time and best-performing content, is key to evaluating the investments made in blog content and coming up with a strategy to optimize the content that converts best.
In-app dashboard template: Blog overview
| Name | Description |
| View any blog post | An event that captures all page views on blog content aimed at generating organic site traffic and/or sign-ups. |
| Blog category | A property that groups together similar types of blog posts (by topic, campaign, etc.). |
| Marketing channel | A defined property that groups together similar marketing channels (e.g. Email, Display Ads) for a session. |
| 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. |
Chart 1: Total Blog Pageviews + Unique Blog Viewers
What does it tell you?
How many total views and unique views did you have on your blog site?
How to interpret?
If these are similar numbers then you have visitors who view a blog post but do not view many posts. If you see a higher number of blog views than unique users, your blog visitors are viewing multiple blog pages.
Chart 2: Average Daily Blog Posy Views per User
What does it tell you?
What is the average number of daily blog page views per user?
How to interpret?
This result should be closely paired with the previous chart to understand how often your users are coming back to view your blog. But rather than looking at unique views by unique users, this shows you your average number of blog post views. Coming back a second time to view the blog is fantastic, though ideally, your visitors are finding content that keeps them coming back again and again and again.
Chart 3: 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.
Chart 4: Top Viewed Blog Posts - Past Month
What does it tell you?
Which posts are being read most frequently by visitors? Your top posts can tell you a lot about the topics that your audience finds interesting.
How to interpret?
This is a great indicator of value. You may want to consider giving some extra promotion to posts with the highest numbers here.
Chart 5: Blog Views by Category
What does it tell you?
Which categories have the highest viewership?
How to interpret?
This can help to tell you what type of content your audience is drawn to. Be careful of misinterpreting the data here if you don't have an equal number of posts across categories.
Chart 6: Blog Views by Marketing Channel
What does it tell you?
What are the top marketing channels that are driving readers to your blog?
How to interpret?
Are there certain channels that are performing above the rest? Do you notice a difference between paid channels and organic channels? Is there any clear winner between email, search or social channels? Was there a spike in any of these? Before you jump to investing in the channels that are driving the most traffic you’ll also want to understand which Channels lead to highest number of repeat blog blog views.
This series of charts 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.