How To Use Google Analytics Data To Secure Better Brand Partnerships

Influencer marketing, once the best-kept industry secret, is now an art that needs to be mastered as both brands and bloggers get behind this steady, non-sleazy way to grow effective brand awareness for the former and generate income from your blog for the latter.

But how exactly do you get chosen as a brand ambassador? What do marketing executives look for in an online publisher? Does your social following matter, or is it more than that?

In today’s post, we’ll spill the details on top stats from Google Analytics you should track, analyze and present to a potential sponsor. Read on!

Understanding The Most Important Google Analytics Metrics

So, you may still be a bit intimidated with your Google analytics data. When a brand approaches you, you start feeling a bit anxious about the numbers to send out – pageviews, unique visitors, something else?

Here’s the answer to that: all your data can roughly be grouped into the next categories that most brands will be interested in.

Reach a.k.a. how many people visit your blog over a certain time period. Tap into your Google Analytics account – Audience – Overview and choose the requested time frame, for instance 3 months. Copy and send to your potential partners your figures on users and pageviews.

Additionally, most brands also take your social following and newsletter subscribers into account when asking about your blog reach, so it’s always worth mentioning those.

Don’t feel discouraged if you are still far from hitting thousands of users per month, as you have some other data to win over those sponsors. More particularly…

Engagement. This criterion is often just as important for brands nowadays as it shows how interested and loyal your readers are. If you still have a growing blog, but have a highly engaged audience according to your Google Analytics, you can play that card to secure lucrative partnerships.

Numbers to jot down:

  • Average session duration: the longer – the better.
  • Average time on page: same. Gives brands an impression that your readers actually read your content and not just scan it and bounce off.
  • Pages/Session: higher figures means that your readers tend to hop from one page to another within your site, which is a potentially good sign for long-term partnerships.
  • Returning visitors – another good sign of a highly-engaged blog suitable for long term campaigns.

When reaching out to brands, outline these numbers with comments like: “My audience is highly engaged as the average time on page is just under 3 minutes and new users tend to view 2-3 pages per one session, demonstrating their interest in a variety of content when they discover the site”. This type of in-depth reading into your audience sends a good impression to the brand both of your professionalism, and of the potential benefits they can get from working with you long term.

Additionally, you can showcase featured testimonials from your readers e.g. comments or email screenshots showing how they appreciate your advice or made purchase decisions based on your recommendations.

Demographic stats. Most brands are eager to pursue a very particular consumer segment e.g. 19-25 year old females from the UK, interested in organic skin care products – yet very few paid digital advertising channels allow them to set up such specific targeting. For brands, finding and securing a partnership with a blogger who connects with their target audience can bring them razor sharp results. Prove you are the best match by highlighting the next stats from the Audience tab:

  • Demographics: Age and Gender.
  • Geo: Location of the majority of your users. In general terms, an Australia-based brand will be interested in a blogger with the same kind of audience, who can easily access the brand being promoted.

Gathering and presenting the following data in your reply to a potential sponsor (or when approaching one yourself) can drastically improve your chances of being chosen for a campaign! ☺

Back to you! Which metrics do you find most useful to communicate your influencer value to a brand?

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