Yesterday, on November 23rd, 2021, the Google Analytics Twitter page had a tweet that linked to an article on the importance of copywriting metrics.
The tweet linked to an article by Adam Singer, titled, Why Copywriters Need to Get Data...or Get Out of the Business.
In that article, Singer gives some compelling reasons as to why copywriters should develop an appreciation--and loyalty to--data.
For me, this is very interesting, because I’m a former direct-response copywriter, and while I did know about split-testing, Singer takes things to a deeper level.
And with the increasing development of data platforms, such as Google Analytics, Google Data Studio, and Google Search Console, it’s critical that each member of a marketing team know exactly how their inputs affect the ROI of a marketing effort.
The basic copywriting metrics, such as A/B split testing and conversion rate, are key components of increasingly-successful advertising campaigns.
But are there more?
And this is where we have to navigate the available types of data that are available to us, and decide which ones copywriters should measure.
Typically, copywriters create content that are generally aimed toward engagement and then, hopefully, a conversion.
So, in this case, engagement (which, in this context, is an umbrella metric that encompasses about 5 others) is a metric of interest.
If you’d like to know more about these 5, visit the Analytics Help page titled, Build Awareness and Engagement.
(You can read about engagement in my article, titled, One Way to Use Google Analytics…Especially if You Don’t Want to Sell. Don’t let the title mislead you: it can also apply to endeavors with a monetary goal.)
But, what if engagement isn’t a metric for you? What if you suspect that there are others, but are just not sure they’re even accessible?
Well, I would think that there are metrics for most of what you’d like to measure. You may just have to find it, and if it’s not available, you can probably use some machine-learning solution or combine a couple of metrics to try to discover what you want to measure.
I hope you now understand that copywriting metrics can play a role in your overall efforts to measure your successes.
Source: Google Analytics Twitter channel