#701: Content Marketing ROI: How to Measure Your Content Marketing Campaign Performance Episode 2
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You can use conversions to gauge your audience's interest in your content. You'll also want to measure the popularity of your content in ways that transcend traffic or conversions. Popularity can't be tied to an objective value, but it's an important qualitative measure. Engagement is a great way to gauge the health of your campaign. The next section will focus on the concept of SEO ROI), boiling complex data down to objective measurements. "ROI is an acronym that stands for "return on investment." If your ROI is positive, you're doing something right; keep working to improve it. Some content benefits are terribly difficult to quantify. It takes a long time to see the true benefits of content marketing. Google Analytics can help you track almost any data point related to your content or your site. It's free and easy to use, and it even integrates with third-party dashboards. This guide will explore the different areas of Google Analytics that you can use to evaluate your content marketing campaign.

If you're using content marketing as part of an SEO strategy, these are the most comprehensive measures you can use to gauge its effectiveness. Organic traffic is comprised of all the traffic your site has received from organic searches on search engines like Bing and Google. Referral traffic measures people who come to your site by clicking on an external link. Clicking a link from an email, chat software, or shortened URL will show up in Google Analytics as direct traffic. 

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