I am a great believer in measuring progress through metrics.  With that in mind, this is the second part of my last blog on defining the right metrics to measure based on your business KPI’s.  Now, let’s take a look at some of the best tools (in my opinion) to actually measure your content’s effectiveness very well.  The following are some of my favorite digital marketing measurement tools.

Google Analytics

google analytics

Google Analytics is a “must have” tool in your arsenal that both measures your website performance, as well as your content effectiveness.  Hands down, it is the best analytics tool out there.  It provides not just the numbers, but more of a complete picture of what’s happening in terms of all aspects of customer engagement.

  • Who are these visitors (demographics)?
  • Where are they coming from?
  • How are they getting referred to you?
  • Where are they going to after your site?
  • What topics are they finding the most compelling?
  • How much time are they spending in one session?
  • How many pages are they viewing?
  • Which content are they downloading and sharing?


Google Search Console

google search console

This additional tool from Google allows you to do all sorts of interesting analytics.  For example, through using the Fetch feature you can accelerate the time to get your content indexed.  What used to take a week can now be accomplished in a day or even less.

Other greats uses include:

  • Tracking keywords that your website has been ranked for
  • Tracking the number of backlinks. as well as the quality
  • Identifying broken links and pages
  • Providing insight into error messages and how to fix them




Buffer is a planning and analytics tool for measuring your social media impact.  What’s particularly nice about Buffer is that even with the free version, you still get access to stats from Facebook, Twitter, Google Plus, and LinkedIn.  For deeper analytics, there is also a paid version.  The user interface is very intuitive and easy to use.  I like the fact that I can get a view of my social media efforts across platforms versus just one.  In addition, Buffer can post content automatically across all your social media outlets.



This is one of my absolute favorite tools.  Buzzsumo analyzes what content is performing best across social media.  When I am stuck for an article idea, I often go to Buzzsumo to get a feel for what’s trending and what is being shared.  It’s also a stellar tool to find out who the top influencers are on a particular topic.  What’s also nice about it is that it’s free!



This is the ultimate free business dashboard.  It literally connects all your programs and shows a holistic view of your effectiveness.  You can track your KPIs in one easy to interpret dashboard.  What I especially like about it is that Dasheroo integrates across all of my marketing platforms, including MailChimp.


I would like to conclude by sharing with you one of my favorite infographics from Curata.  This is one of the best overviews of content metrics that I have ever come across.  It’s a good framework to use and it has helped me emmensely when thinking about how to measure content marketing ROI.

Thanks for reading!

Ruth Young Group

Related Article: Are Your Content Marketing KPIs Aligned With the Right Metrics?