Author: Kiera Wiatrak

Kiera is the founder of Dogeared Digital, a content, and digital marketing consultancy focused on breaking down silos between strategy, process, content creation, and attribution. In her 15 years in marketing and entrepreneurship, she has worked with global brands and mom-and-pop shops alike. She is passionate about making marketing tactics, tools, and strategies accessible to all. Connect with Kiera on LinkedIn.

By kiera-wiatrak published May 10, 2023

How To Use Your Website Data To See If Your Buyer’s Journey Really Works [New Template]

You craft a funnel to take visitors from an introduction to conversion. But does your content actually do that?

I created a template in Looker Studio (formerly Google Data Studio) you can use to visualize the full-funnel impact of your content marketing initiatives. By looking at awareness (page views), engagement (average time on page), and conversion metrics (unique purchases) together, you can more clearly see the impact of an increase or drop in numbers at any of the stages.

The dashboard works with both Google’s Universal Analytics and Google Analytics 4. But remember, Universal Analytics will stop processing data by July 1, 2023. You can learn about how to switch your analytics to GA4 here.

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