Millie Pham is an SEO content marketer at bymilliepham.com - where she explores all things marketing and is passionate about the unique ways businesses can leverage AI to improve, innovate and grow.
Are you looking for ways to optimize your website's video strategy to increase engagement and conversions, but struggling to understand how your video content is performing?
With Google Analytics 4 and its enhanced measurement capabilities, GA4 can automatically track video engagement events on your website or landing pages, giving you valuable insights into user behavior.
But how do you access and interpret this data? In this step-by-step guide, we'll show you exactly how to track video engagement with GA4 for both Vimeo and Youtube videos so you can use that data to optimize your video content strategy.
Log in to your Google Analytics account. Access your GA4 property where you want to track video engagement. Navigate to the Admin section by clicking the gear icon at the bottom left corner.
Inside the Admin section, click on "Data Streams" under the "Property" column. Then select the data stream associated with your website where you want to track video engagement.
Look for the "Enhanced Measurement" in the settings and ensure that it is turned on. By default, this section should be enabled, but in case it's not, switch on the toggle. Enabling this option will allow GA4 to automatically track video engagement events for embedded videos on your website.
To ensure that video engagement tracking is on, you can double-check by clicking on the gear icon (settings) to configure the settings, and verifying if the toggle for 'Video Engagement' is switched on.
In the GA4 dashboard, go to the "Reports" section on the left-side menu. Click on "Engagement" and then "Events" to access the event reporting.
Then you will see several video events that are tracked automatically by GA4 such as "video start", “video_complete”, and "video progress."
However, at this time, we only see how many people start the video and how many people complete the video. If you want to gain deeper insights into video engagement, such as which videos are actually being played, and where they are being played, you need to create custom dimensions.
Custom dimensions allow you to track additional data points beyond the standard dimensions and metrics provided by GA4, such as video length, video title, and video category. This will help you better understand how different types of video content perform on your website.
Click on the "Explore" section in the top navigation bar then create a new exploration by selecting "Blank”.
Next, choose the date range you want to analyze. It could be anything you prefer, such as the last 28 days or the last 7 days.
First, click the "+" sign next to"Dimensions." Then, select "Event Name" and import it. This will enable you to monitor the specific events related to video interactions. Next, add "Page Title" and "Video Title" to gain insights into where and which videos users are engaging with on your website. Import both of these dimensions to ensure you capture all the relevant data.
Next, navigate to the metrics section, and click the "+" sign located next to "Metrics." This will open up a list of available metrics you can use to analyze video engagement. From this list, choose "Event Count" which will allow you to see how often video starts have occurred. Once you've selected, simply import the chosen metric to integrate it into your analysis.
Additionally, you can import the "Total Users" metric to uncover the total number of unique members who have logged an event, providing a more holistic view of your audience's interactions.
Next, let's create a report showcasing the engagement of your videos. This involves tracking the video events in Google Analytics. To begin, add the video title to the rows by either dragging it or simply double-clicking it. After that, we'll incorporate the relevant metrics into the values section. Double-click "Event Count" and "Total Users" to include them in the report.
You will notice the names of the videos listed in the report. However, the report currently displays data for all events, not just video events. As a result, some events might not have video data associated with them.
To focus solely on video events, you need to apply a filter. In the "Filters" section of the tab settings column, click anywhere to add a filter. Then, select "Event Name" from the available filter options.
Once you've selected "Event Name," it's time to narrow down the events to include only your preferred ones. To do this, choose the "match type" as "exactly matches." Enter "video_start" in the filter input box to ensure that only events with the exact name "video start" will be included in the report. You can utilize the same method for other events, such as video_progress or video_complete.
After entering "video start" as the filter criteria, click on the "Apply" button to activate the filter. Now, the report will display only video start events, providing you with a clear view of the most popular videos based on the number of times each video has been played.
Here’s a step-by-step guide to effectively monitor the number of people watching Vimeo videos embedded on your website. This method is applicable to all plans of Vimeo users, including Free, Starter, Standard, and Advanced.
If you haven't already set up Google Tag Manager, create an account on tagmanager.google.com and follow the instructions to install the GTM code on your website. Then, connect your Google Tag Manager with Google Analytics 4.
To start, download a pre-configured container by Bounteous for tracking Vimeo-embedded videos. This file offers tracking solutions to monitor user interaction with Vimeo videos in Google Analytics.
Next, navigate to your Google Tag Manager account, go to "Admin," and then click on "Import Container."
Import the pre-configured container we downloaded into Google Tag Manager. Then, select the workspace as "Existing" and choose the option "Merge." Click "Confirm" to save.
Now we have imported two tags, a trigger, and two user-defined variables that will be utilized to monitor individuals watching our embedded videos.
As we want to send events to Google Analytics 4 (GA4) instead of Universal Analytics, let's select this tag and delete it.
Now, we'll make some adjustments to the tag responsible for tracking videos automatically. These modifications will streamline the setup process for GA4 tracking.
Click the “CU - Vimeo Tracking - LunaMetrics Plugin” tag and select the HTML file to edit it.
First, remove lines 68 and 69. Then, in line 70, change 'Watch To End' to '100' to set the value pushed to the data layer when someone finishes watching a video.
Edit line 75, remove "play" and "pause" and change ‘Watch To End’ to ‘100’.
Remove lines 119 and 120. Then, in line 121, change 'Watch To End' to '100'.
In line 161, remove the '+ '%' sign. This means that the data layer event will simply report the value without adding a percent sign after it. For example, the data layer will show 75 instead of 75%.
Remove lines 391 and 392. Then, in line 393, change 'Watch To End' to '100'.
Finally, change line 395 from "10, 90" to " 0, 10, 75". And then save the modified tag. This setup will trigger a data layer event when the video starts and at specific percentage points, such as 0%, 10%, and 75%. These percentages align with what Google Analytics automatically tracks for embedded YouTube videos.
Now, let’s create user-defined variables in Google Tag Manager to capture the details and send them to GA4. Navigate to "Variables" in Google Tag Manager. Create a new user-defined variable and name it 'Vimeo Event Name for Google Analytics 4'.
Select "Variable Configuration" and choose "RegX Table" as the type. Use "DLV - Video Action" as the “Input Variable”. Then define patterns and outputs to capture the percentage watched.
On the left, we need to enter what we want to look for in the variable. On the right, we need to enter what we want to output if the value on the left is found. So let's set up the rows as follows:
Row 1:
Value: ^0$
Output: video_start
Row 2:
Value: ^(10|25|50|75)$
Output: video_progress
Row 3:
Value: ^100$
Output: video_complete
Then save the variables.
Now, navigate to 'Tags' and create a new tag named 'GA4 | Vimeo Video'. Select 'Tag Configuration' and choose 'GA4 Event' as the 'Tag Type'. Next, select your existing GA4 Configuration Tag.
Next, click on the variable icon for the “Event Name” and choose 'Vimeo Event Name for Google Analytics 4'. This selection will automatically assign the event name as either 'video start', 'video progress', or 'video complete', based on the variable we configured.
Now, move to 'Event Parameters' and add a row with the name 'video_provider' and the value 'vimeo'. This will enable you to compare our embedded Vimeo videos with other videos on your website.
Next, add another row with the name 'video_percent' and click on the variable icon to select 'DLV - Video Action'. This will automatically pass the percentage watched, whether it's 10, 25, 50, 75, or 100.
Finally, add one more row with the name 'video_title', and click on the variable icon to choose 'DLV - Video Name'.
Now, proceed to 'Triggering' and select the 'Event - Vimeo Tracking' trigger. After that, save the tag, and click on 'Preview' to test out our video tracking.
Enter the URL of your website and click 'Connect'.
Now, play the video and open Tag Assistant. You will notice that your Vimeo event has been fired.
Let's head over to Google Analytics 4 and navigate to the 'DebugView.' You can access the 'Debug View' by going to "Admin" and selecting 'DebugView.'
From there, you can now see the 'video start' and 'video progress' events. Once the video has finished playing, the 'video complete' event will be displayed. If everything is functioning as expected and you're satisfied with the tracking, you can go back to Google Tag Manager and publish your changes.
This wraps up the process of effectively monitoring the engagement of videos embedded on your website using GA4. Let's now move on to tips to increase engagement on your videos.
It's essential to have a clear plan in mind from the beginning. Before you start filming, take a moment to define the purpose of your video.
Ask yourself what you want to achieve with it - whether it's to increase sales, raise awareness about your brand, or encourage viewers to take specific actions. Knowing your desired outcome will shape the video's message, structure, and call to action.
When it comes to boosting video engagement, clarity is key. Don't leave your audience guessing about what to do next. Clearly communicate the action you want them to take after watching the video. Whether it's to try your service or leave a comment, make sure your call-to-action is straightforward and easy to understand.
To ensure maximum impact, place your call to action early in the video. Viewers may not watch until the end, so it's essential to capture their attention right from the start. By making your call-to-action clear and prominent, you motivate your audience to take the desired steps and increase overall engagement with your video content. So, don't hesitate to guide your viewers and encourage them to take action as they watch your compelling videos.
Branding is crucial, but it's essential to strike a balance when it comes to video intros. Avoid long, drawn-out logo animations that might cause viewers to lose interest before your content even starts. Instead, aim to grab their attention within the first eight seconds. In this digital age, viewers' attention spans are short, and you need to captivate them quickly.
Boosting engagement in your videos is as simple as asking the right questions. Throughout your content, strategically pose thought-provoking questions that prompt viewers to think and respond. By inviting them to interact mentally, you keep their interest and involvement alive.
Questions can be a powerful tool to maintain viewers' attention and spark their curiosity. As they contemplate the answers, they become active participants in the video experience. So, don't hesitate to pepper your content with well-placed questions that keep your audience engaged and invested in your video journey.
Take your videos to the next level by adding on-screen text that complements your spoken words. This powerful combination engages viewers' sight and hearing, making your content more captivating. Keep the text short and sweet, highlighting key points and sharing quick information.
The text serves as a visual reinforcement, ensuring your message gets across even if viewers are just watching. By using this simple yet effective technique, you create dynamic and engaging videos that leave a lasting impact on your audience. So, give it a try and watch your video engagement soar!
To sum up, tracking video engagement with Google Analytics 4 is a powerful way to understand how your video marketing efforts are performing. By discovering how to track video engagement with Google Analytics 4, you can easily access and interpret video engagement data in GA4 re
Are you struggling to find the right keywords to optimize your website's content? Do you want to improve your search engine ranking by discovering the most relevant and effective keywords?
With the help of Google Analytics, you can gain valuable insights into the keywords that are already driving traffic to your website. By analyzing this data, you can optimize your content and target new keywords to attract even more visitors.
In this post, we'll guide you through the process of finding keywords in Google Analytics. Our step-by-step instructions will help you identify the most effective keywords to boost your website's SEO strategy.
So, if you want to improve your website's search engine ranking, keep reading to learn how to find keywords in Google Analytics and optimize your content for success.
In Google Analytics, you cannot directly find specific keyword information within the platform itself. Due to privacy reasons, Google Analytics does not provide keyword data. However, you can gain valuable insights about the keywords driving traffic to your website by utilizing integration with Google Search Console.
To connect Google Search Console with Google Analytics, follow these detailed instructions:
1. Access Google Analytics: Open your web browser and go to the Google Analytics website (https://analytics.google.com). Sign in with your Google account credentials.
2. Navigate to Admin Settings: In the bottom-left corner of the page, click on the "Admin" option. This will take you to Admin Settings.
3. In the "Property" column, click on "Search Console Links" at the bottom of the list. Then click on the "Link" button to link Google Search Console to GA4.
4. Click on the "Choose Accounts" button. You will see a list of websites that you have verified in the Google Search Console
5. Select the data stream that is used to collect data for the website and click "Submit". Click "Next" to proceed.
6. Select the data stream that is used to collect data for the website. If you have multiple data streams, ensure that you choose the one associated with the same website you are linking from Google Search Console. Hover over the stream and click "Select." Click "Next" to continue.
7. Review the details to ensure that you have selected the correct property from Search Console and the corresponding data stream. Then click "Submit" to finalize the linking process.
Note that it may take up to 48 hours before you start seeing data from Google Search Console in your Google Analytics reports.
Close the linking dialogue and navigate to the "Reports" section in Google Analytics. Select "Acquisition" and then "Acquisition Overview" from the menu. Scroll down to the bottom of the report, and you will notice two new cards added: "Google Organic Search Traffic" and "Google Organic Search Queries." These cards provide insights into your website's performance in organic search results on Google.
You can click on the links within each card to access dedicated reports for landing pages, organic impressions, search queries, and click-through data.
Additionally, you can customize the reporting menu by accessing the "Library" section in Google Analytics. There, you can locate the new "Search Console" collection and publish it to make the Search Console reports readily accessible from the main reporting menu.
Here’s how to customize the reporting menu in Google Analytics and publish the new "Search Console" collection:
In the "Library" section, you will find a new collection named "Search Console" that is not published yet. Click on “Edit collection” to edit it.
Inside the "Search Console" collection, click the "Save" button to save the changes you made.
Now, navigate back to the main reporting menu by clicking on the "Reports" link in the left-hand menu. In the reporting menu, click on the three vertical dots (more options) located at the top right corner of the page.
From the dropdown menu, select "Publish" to make the Search Console reports accessible in your GA4 property.
If you encounter any issues during the publishing process, wait for a few minutes and then refresh the page. This step can resolve any potential problems. Once the reports are published, you will see the Search Console reports available in the main reporting menu of your GA4 property. Now you can easily access your website's top-performing keywords right in Google Analytics.
While Google Analytics is a popular choice for tracking website metrics, there are several smooth alternatives available specifically designed for finding keywords and gaining valuable insights. These alternatives offer unique features and functionalities to help optimize your content and improve your organic search performance. Consider the following alternatives:
One option is to use Google Site Kit. This is a free plugin for WordPress that allows you to connect your website to various Google services, including Google Analytics, Google Search Console, and Google Ads. Once you have installed the plugin and connected it to your Google account, you can view your site's keyword data directly within your WordPress dashboard.
This includes information such as the keywords driving traffic to your site, the page ranking for those keywords, and how your site is performing in search results. Google Site Kit also provides insights into other areas of your site's performance, such as page speed and mobile usability.
This is a free tool provided by Google that allows you to monitor your site's performance in search results. Once you have verified ownership of your site, you can view data such as the keywords that are driving traffic to your site, the pages that are ranking for those keywords, and how your site is performing in search results.
You can also use Google Search Console to submit sitemaps, monitor crawl errors, and view other data related to your site's performance in search results.
There are many third-party tools available that allow you to research keywords and analyze your site's performance. Some popular options include Ahrefs, SEMrush, and Moz. These tools allow you to research keywords that are relevant to your site and your target audience, and provide insights into how your site is performing in search results.
They also offer features such as competitor analysis, backlink analysis, and site auditing, which can help you improve your site's performance and visibility in search results.
Here is an example of how you can use SEMrush to view your site’s ranking keywords:
1. Log in to your SEMrush account. Click on the "Domain Overview". Enter your domain name in the search bar and click "Search".
2. Scroll down to the "Organic Search Traffic " section and click on the number that indicates the number of keywords you’re ranking.
3. In the "Organic Search Traffic" report, you will see a list of all the keywords that your website is ranking for in search results. You can then sort the list by different metrics such as search volume, position, and traffic percentage by clicking on the relevant column header. You can also filter the list by various parameters such as keyword difficulty, search volume, and position by using the filters at the top of the page.
Google Analytics provides valuable keyword data that can help you improve your website's performance. By analyzing this data, you can optimize your existing content, create new content, and improve website navigation and user experience.
By using keyword data, you can easily identify which pages on your website are performing well and which ones need improvement. Once you've determined which pages require optimization, you can take several steps to improve their performance.
One way to optimize your pages is by adding relevant keywords to your content. Tools such as Page Optimizer Pro can help you identify which keywords to use and how to use them effectively. You can also improve the page's structure and update the existing content to make it more engaging and up-to-date, which can help attract more traffic to your website and improve your website's overall performance.
Optimizing your existing content not only improves its relevance to your target audience but also increases its visibility in search engine results pages (SERPs). This means that your website will rank higher in search engine results, making it more likely that people will find your website and engage with your content.
Tip: If you want to see faster results after updating content, consider republishing the article and submitting it to Search Console. By doing this, you can signal to search engines that your content has been updated and is worth revisiting.
Keyword data can also help you identify high-performing keywords and create content around those topics to complete the topic cluster.
For instance, suppose you run an online store that sells fitness equipment, and you notice that the keyword "best home gym equipment" is driving a lot of traffic to your website. In that case, you can create more blog posts or landing pages that target that keyword. You could create a blog post that provides a detailed review of the best home gym equipment available on the market, or you could create a landing page that showcases your store's selection of home gym equipment.
By creating more content around high-performing keywords, you can attract more traffic to your website and increase engagement with your audience. This can also help you establish your website as an authority in your industry, which can help generate more leads and revenue.
Keyword data can also help you improve the navigation and user experience of your website. By analyzing the keywords that people are using to find your website, you can identify areas where your website may be confusing or difficult to navigate.
For example, if you notice that people are using certain keywords to find a specific page on your website, but they're not finding it easily, you can improve the page's navigation to make it more user-friendly. This can help reduce bounce rates and improve the overall user experience of your website.
Knowing how to find keywords in Google Analytics is crucial for understanding your website's traffic and enhancing your SEO performance. By using the methods outlined in this article, you can gain valuable insights into which keywords are driving traffic to your website, and which ones you may need to focus on optimizing.
Keep in mind that keyword rankings can fluctuate over time, so it's important to regularly monitor and analyze your website's keyword performance. By doing so, you can make informed decisions about your SEO strategy and make adjustments as needed.
And don't forget to use a variety of tools and resources to supplement your keyword research. Google Site Kit and other third-party keyword research tools can provide additional insights into your website's keyword performance and help you identify new opportunities for optimization.
Overall, by taking a comprehensive approach to keyword research and analysis, you can improve your digital marketing strategy and drive more traffic to your site.
Millie Pham is a guest contributor to Marin Software.
In a world where traditional advertising methods abound but struggle to capture audiences, it becomes crucial for businesses to remain authentic and unique in their prospect-facing messaging. Native advertising offers a professional and authoritative approach to engage and convert your target audience. This article will delve into the 5 key benefits of native advertising for businesses, uncovering how this marketing tactic can revolutionize your approach and amplify your success.
Running native ads as a media buyer or entrepreneur brings significant benefits, and one standout advantage is their non-disruptive nature. Native ads smoothly blend in with the surrounding content, adopting similar visuals and context, resulting in a less intrusive and more natural advertising experience. This seamless integration makes it challenging for users to differentiate native ads from regular content, maintaining a cohesive and uninterrupted browsing experience.
The success of these ads lies in their ability to match the form and function of the platform on which they are displayed. By doing so, native ads become an organic part of the user's content consumption journey, providing valuable information and enhancing engagement.
One successful example of this approach is Spotify's partnership with Netflix to create playlists for every Stranger Things character. By integrating these playlists within its platform, Spotify effectively combines the worlds of music and entertainment, offering users a unique and immersive experience.
This collaboration not only enhances engagement for both companies but also demonstrates the power of native advertising to seamlessly blend content and advertising in a way that adds value to the user.
As a result, businesses that utilize native ads can expect improved click-through rates and increased time spent on content, leading to higher conversions and overall campaign success.
According to Meetanshi, native ads boast a click-through rate of 0.16% on desktop and 0.38% on mobile, which is a significant improvement compared to the 0.11% click-through rate for traditional banner ads.
You need a powerful solution that delivers exceptional results to drive brand awareness effectively. Native advertising, combined with market analysis, is precisely that solution. What sets native ads apart is their ability to target specific audience segments. With precise targeting options encompassing demographics, devices, geography, customer intent, etc., native ads empower you to enhance brand awareness or boost sales strategically.
According to a 2015 study, native ads generated 9% more brand affinity responses when compared to banner ads. This finding underscores the effectiveness of native ads in fostering positive brand connections.
You can utilize the flexibility of native ads to create upper-funnel content that educates your audience about your brand or lower-funnel content that drives action, seamlessly aligning with your marketing funnel.
By delivering tailored content that resonates with your customers' unique interests and identities, you can effectively reach them at the right moment with the right message.
One major advantage of native advertising is its scalability, which sets it apart from platforms like Facebook. Scaling campaigns on Facebook often comes with increased costs, making it challenging to maintain profitability. However, native ads offer a much smoother scaling experience without drastic cost increases.
You can significantly increase your daily budget, and the cost per action (CPA) remains consistent. Whether you spend $1,000 or $10,000 per day, the impact on CPA is minimal.
This scalability significantly transforms businesses. It allows you to expand your advertising efforts and reach a larger audience without sacrificing profitability. By leveraging native advertising's smooth scaling capabilities, you can effectively and efficiently achieve your growth objectives. It provides flexibility and cost-effectiveness that can significantly impact the success of your campaigns.
Ad-blockers have become increasingly popular as users are actively seeking ways to avoid intrusive and irrelevant ads. This poses a significant challenge for businesses trying to reach their target audience. In fact, globally, 42.7% of internet users use ad-blockers.
Fortunately, native ads offer a solution to this problem. By blending into the user experience, native ads bypass ad-blockers and ensure that brand messages successfully reach the intended audience.
Two highly effective native ad formats are in-feed ads and sponsored content. In-feed ads naturally fit into content feeds, looking like regular posts, while sponsored content provides valuable information with subtle brand promotion.
When it comes to online advertising, companies often turn to popular platforms like Facebook and Instagram. However, there's a growing frustration among users with the structure and controversies surrounding these platforms.
Many people are deleting their Facebook accounts or choosing not to create them in the first place. This is where native ads offer a significant advantage. Unlike Facebook or Instagram, native ads are not tied to a single dedicated traffic source. They encompass the entire internet, leveraging various players and traffic sources.
While you may be familiar with big players like Taboola, Outbrain, or Microsoft Advertising, there are numerous smaller and larger traffic sources scattered throughout the web. Let's take the example of a clothing brand that wants to reach fashion-forward millennials who are passionate about sustainable fashion.
While Facebook and Instagram are popular choices, the brand can also consider exploring alternative traffic sources such as fashion blogs, eco-conscious lifestyle websites, or niche fashion communities. By advertising on these platforms, the brand can effectively target a specific audience that aligns with their values and interests. This approach allows them to expand their reach beyond the major social media platforms and connect with individuals who are more likely to be interested in their sustainable fashion offerings.
While native advertising offers numerous benefits, it's important to be aware of its potential drawbacks. Here are three key disadvantages to consider:
Native advertising can sometimes blur the line between editorial content and advertising, causing confusion among consumers.
When there is a lack of clear labeling, it becomes difficult for users to differentiate between sponsored content and organic editorial content. This lack of transparency erodes trust and credibility. Failure to disclose sponsored content properly not only leads to negative brand perception but also carries potential legal consequences.
To avoid these issues, you must prioritize clear and conspicuous labeling, ensuring transparency and fostering trust with your audience. Transparent disclosure helps consumers make informed decisions and demonstrates a commitment to ethical advertising practices.
One significant risk associated with native advertising is the potential for biased or misleading information. When native ads prioritize brand messaging over objective reporting, publishers compromise their integrity and credibility.
This prioritization of brand promotion over providing unbiased information erodes the trust that consumers place in publishers as reliable sources of content. These ethical concerns highlight the importance of careful consideration and balance in native advertising practices.
Advertisers and publishers should prioritize maintaining the integrity of their content and ensure clear differentiation between promotional messages and editorial content. By doing so, businesses can preserve audience trust and uphold ethical standards in native advertising.
In native advertising, you often have limited control over where your ads are placed as publishers determine specific ad placements within their platforms. You may have little say in the exact placement of your ads, which can lead to unintended association with unrelated or controversial content.
This lack of control poses a risk to brand image and reputation. To mitigate these risks, you should carefully select publishers and platforms that align with your brand values and target audience, and maintain open communication regarding ad placements and content guidelines. By doing this, you can minimize the chances of unintended associations that may harm your brand.
In conclusion, the benefits of native advertising are abundant, offering businesses seamless integration, precise targeting, cost-effectiveness, ad-blocker resilience, and an alternative to traditional platforms.
Despite challenges such as disclosure and limited control, native advertising remains a powerful tool for engaging audiences, increasing brand visibility, and driving meaningful results in today's advertising landscape.
Millie Pham is a guest contributor to the Marin Software blog.
