News Tagging Guide – GNI Training

BRIAN ANDERSON: All right, welcome to today’s webinar Zach, if you want to go to the next slide So welcome to today’s webinar on utilizing the power of Google Analytics to capture better first-party data and optimize content performance That sounds like a mouthful In other words, we’re going to show you why and how to use some new free data tools from the Google News Initiative to help measure your content performance We are all content publishers From personal blog posts to national publications with millions of readers, we all want to know how our content is performing Should we write on a specific topic? Does length matter? How can we engage our readers more? At the end of this webinar, you will know where to get free content measurement tools from Google, how to use the News Tagging Guide, and how to measure your content performance with reporting tools Next slide So some housekeeping– you may have noticed you’re muted, but please put your comments and questions in the questions box At the end of our training session, we’ll have a question and answer period And any additional questions that we don’t cover can be emailed to wecanhelp@adswerve.com Next slide At Adswerve, we have the analytics and media experience from many different industries We have helped many organizations see the story in their data and glean insights from their marketing efforts We’re all obsessed with using Google tools to bring life to data Next slide The Google News Initiative partnered with Adswerve because we are an industry leader with analytics and media consulting We understand the challenges that marketers face and we are leaders at solving them Next slide Working with a team was fun and challenging to find a balance of easy and effective ways of helping content producers measure their success We have part of that amazing team here today to present Up first, we have Val from the Google News Initiative He’ll introduce the new Google measurement tools Then we’ll hear from Lily, who will cover the thought behind publisher-specific analytics And then we’ll have Zach that will show us how easy it is to implement video measurement on your website I’m Brian, by the way Next slide As I mentioned, we’re going to learn about some awesome new free tools that the Google News Initiative and Adswerve have partnered to create We have put a lot of thought and effort into how best to measure content performance and making it easy to implement At Adswerve, we are even a content publisher We have our own resource and insight library where we share our experts’ thoughts on industry topics We’re going to show you the News Tagging Guide and how we have implemented it with our own content to help us create better content for our readers And now I’ll pass it to Val to introduce the Google News Initiative tools VALENTIN CORNEZ: All right Hi, everyone, hope you all safe and well My name is Valentin Cornez and I’m the co-founder of the Google Insights tool that will be discussed today In this section, I give you a bit more context on the tools and the data frameworks that we’ve created But, first of all, let’s start with the following news business breakdown For a long time, news publishers had built their business model with revenue coming from the advertising partnership, like display and video ads on their sites Lately, we started to see more and more publishers then change video revenue models which include subscription, contribution, affiliation to diversify their revenue streams And to develop these models, they’ve been optimizing key areas, like their ad strategy, trying to maximize the value of each ad impressions, or their pricing and packaging offering for their subscription and membership business But when you think of it, to truly achieve long-term revenue growth, it all comes back to a few fundamental metrics Publishers need to grow their ad impressions and page views in order to get more advertising inventory, and build loyalty and [INAUDIBLE] to get their audiences to convert All these metrics are a result of one common topic, reader engagement And by reader engagement what I’m truly talking about is visit frequency and visit depth Reader engagement is the cornerstone of how our team is supporting news publishers So how do we help? Well, we build a series of free tools to help publishers grow reader engagement by turning data into actionable recommendation We built News Tagging Guide, NTG,

which allows publishers to maximize the revenue of analytics and optimize data collection We also built Realtime Content Insights, which helps newsroom make better decisions for their content creation and distribution strategies And finally, News Consumer Insights, NCI, which helps [INAUDIBLE] news and magazine publishers grow loyalty and subscription overall You can access our first offering on goo.gle/datatools Since we’ve launched our tool, we’ve gotten more than 600 ongoing partnerships with publishers all over the world We’ve covered many topics like page [? team, ?] news editor acquisition strategies, recirculation, subscription, video, et cetera, et cetera A lot of topics To learn more about the work and what we’ve been working on with our partners, I invite you to check out our case studies, once again, on the site goo.gle/datatools But let’s deep dive So what is News Tagging Guide? That’s our first tool NTG was created to help news publishers make the most of G Analytics by defining engagement metrics that matter for audience and revenue growth This free tool allows news organization to easily identify the most important audience engagement matrix to measure, simplify technical implementation– because NTG technically generates tags that you can just copy paste on your site– and unlock new audience insights from GA and from other tools We know that GA is a very powerful analytic tool, but it has not been customized for news and magazine publication, so News Tagging Guide solves that gap This is also a great opportunity to break down data silos and get your organization on the path to a more collaborative, data-driven culture With this tool, we expect marketing teams to be able to identify user behaviors to track based on their KPIs, for example, subscription and engagement We expect product teams to just be able to copy paste the pieces of code in the HTML to start collecting these data And finally, business intelligence team, where we focus on generating insights for marketing team with the new data collected in GA So how does News Tagging Guide work with the other solution? Well, it’s quite simple Once as a publisher, you could be placed a tag on your site, you start collecting these data in GA So what we do is we digest and transform this data into insights and business recommendation in other tools, News Consumer insights and Realtime Content Insights So later in this webinar, we’ll actually cover [INAUDIBLE],, how this data will look like in our other reports So since we launched all tools, we’ve seen many publishers who started to take advantage of NTG, News Tagging Guide, and all the data tools, including the enterprises Basically, we’re able to better understand reader engagements and prioritize business opportunities for video, engagement conversions, and on on-site subscriptions So I’ll let Lily take you from there to showcase the depth of the behaviors you’ll be able to measure with News Tagging Guide So over to Lily LILY NGUYEN: Awesome, thanks Val Awesome So our approach in building the News Tagging Guide, or NTG, is to make it as simple as possible to understand how users are interacting with your content, so that you can focus on giving the users what they want So next slide So the News Tagging Guide will provide you with a publisher’s specific analytic structure starting with an industry standard framework that comes with an almost effortless and technical lift for an easy and quick analytics implementation to get you started on your core data collection This Google Analytics data model is also focused on data integrity, so that ensures that you are measuring and reporting an accurate and correct data You’ll be seeing the data you want to see in Google Analytics to answer all of your core business questions You’ll also be able to access actionable insights and quickly make effective business decisions for your site and its content when you couple NTG with the News Consumer Insights, or NCI So next slide Awesome So we’ve broken up the content interactions into three main categories in NTG, the first being user engagement So the set of data points will measure how readers are engaging with your content and its marketing channels to generate insights on how to grow brand loyalty amongst your users The second set of data points is reader revenue So in tandem with understanding user engagement, we’ll want to measure and maximize the performance of your business goals and overall conversion strategy And lastly, of course we have video analytics So these data points will measure

the impact of your video content across the user consumption Next slide Now, we’ll demonstrate some of the events that we’ve implemented on our site using the News Tagging Guides instructions So for a blog page like this, I would like to see if the user shares my article, or this article, to any social platform So you’re seeing the social sharing event here as Zach is demoing You can see the hit sent out to Google Analytics using the ads for data inspector plus Chrome extension Or you can also see it firing from the Google Tag Manager preview mode at the bottom of the page I’d like to also know if the user completes this whole article So now we’ve also implemented the article scroll depth events, as you can see here in quartiles, measuring if the user actually completes the whole article And I want to measure when the user sees this newsletter sign-up prompt, as well as when the user actually signs up for the newsletter So now we’ve implemented the sign-up prompt impression as well as the newsletter sign-up Awesome Let’s pop over to Google Analytics to see these hits coming through in real time So we can see in real time reporting successfully populating the NTG event data Now I’ll pass it off to Zach to speak more on Analytics for video ZACH MITCHELL: Perfect Thank you, Lily Now on to the Video Analytics portion Today I’m going to show you what values really drive NTG’s video measurement tool I’m also going to talk about what platforms and events are covered by it And I’m also going to demo for you how quick it is to implement this tool on your website So what we’ve built here, what this tool does is it provides you key event metrics that give you insight into your user’s interests and engagement around video media So this way you can make better decisions about the content that you present Now what really drives this tool, our goals for the video analytics portion, those are in line with NTG as a whole Ultimately, we wanted to give you an analytics framework that provides the most amount of value with the least amount of effort, so that you can focus on doing what you do best and that’s offering great content to your users and keep them coming back again and again So when developing this tool, we wanted to provide something that, first and foremost, measured the engagement of your video content It’s obviously important to know what videos are really hooking people and keeping them coming back After that, we wanted to be able to see how your video content connects to your offering at large So by using this product, you get instant integration into Google’s News Consumer Insights and the Realtime Content Insights that provide you several dashboards where you can get a feel for how your users are looking at your offering on the whole So we’re actually going to take a look at those later We also wanted something that was versatile, so something that works in both mobile and desktop environments I remember when we were building this, I often came back to the analogy if this were a car, it would be a Jeep We wanted to be able to drive anywhere And then finally, we wanted this to be easy to implement As you’ll see here in the demo that I’m about to do, we wanted to get this as close to copy and paste as possible This is because we understand that programming resources aren’t widely available in every organization, so we wanted to make this as clear and simple as possible to get you up and running quickly So we did quite a bit of research before jumping in and we found the most popular video platforms on the internet We came up with a short list here of seven platforms that we estimate capture upwards of 90% of all videos on the internet We came up with that number from madewith.com in case you want to take a look at that Of course, you’re going to find our favorite Google brands, YouTube and Anvato, but you’re also going to see popular brands, Vimeo, JW Player, Video.JS, Brightcove, and HTML5 standard So consistently across all these platforms, you’re going to be able to measure events that give you an idea as to user engagement across your video media So you’ll see here in this demo that we have on our website, we have a player loaded event for every time a video loads on a page

And we have three different play events that will have the initial click to play, autoplay, and resume Initial click to play is obviously when a user initiates that first play Autoplay is when it starts by itself And resume is when users pause the video and then plays again, we get a resume So we also have pause events, we have seek events, we have quartile milestones, so when a user reaches the 25% mark watched through, 50%, and 75% We have mute and unmute events, we have full screen, and we have complete So using all those events, you can get a stronger feel for how your users are viewing your video content And you can ask yourself questions like, what videos are bringing people to our site? What are people actually watching all the way through? Should we put this on our front page? Should we be spending more or less on this type of content? So now I’m going to move on to the demo portion of our webinar today We’re going to go over to the GNI data tools here And this is on Google News Initiatives website, all tools here We have the News Tagging Guide, News Consumer Insights, and Realtime Content Insights I am going to go into the News Tagging Guide here And I’m presented with a spot here where I first initially need to choose the platform in which I am hosting my analytics implementation So today for the demo, we’re going to be doing this in Google Tag Manager And then I need to input my Google Analytics property ID here And then scrolling down, you’ll see that we have three options We have of course the Video Analytics, User Engagement, and Reader Revenue These two Lily just covered So I’m going to select Video Analytics And I’m presented with all the different types of video platforms here Today we’re going to be doing YouTube And all I need to do is click Copy Code I’m going to go over to my Google Tag Manager implementation over here I’m going to create a new tag And this is going to be a custom HTML tag All we need to do is paste And I’m going to set this to trigger on every page Now, this will look for videos on every page, but it will only send hits out if it detects a video on that page So it’s not going to be using resources if it does not detect a video on the page So I’ll save that And then we’ll go over to our practice session here So this is that blog page that Lily and I were just covering And now, when I play the video, I’m seeing the events here go through to Google Analytics So let’s just confirm that those are coming to our property And I can see here in TG video, initial click to play Oh, there they all are Cool So now you know how to set it up in Google Tag Manager You understand what we were thinking when we put this tool together, who it’s targeted for And hopefully now that you’re here, you can get started with this So I’m going to pass it off back to Val who is going to talk about NCI and RCI Val VALENTIN CORNEZ: Thanks a lot I should be able to put up my screen in a few seconds Wonderful Thanks again, Lily and Zach for showcasing our News Tagging Guide, especially the different components that you can track with this tool So coming back to that landing page for different product offerings, News Tagging Guide, once again, is all about optimizing your data collection, making sure that you’re tracking or measuring behaviors that matter as a news publisher Now, it’s the first step It’s the first step because now that you have the data, what do you do with that data? Obviously you can analyze the data in GA and do custom reports, but what we’ve done is, as I mentioned earlier, we’ve transformed that data into insight and business recommendations in our other tools I’m going to show you how those tools works and that hopefully will make even more sense when

I do the live demo So let’s start with News Consumer Insights So first thing I would say about News Consumer Insights, once again, it’s free It’s an intelligent dashboard that we’ve built for news publishers to be able to optimize that reader funnel, so bring more loyalty on their site, and transform basically those more engaged users into consumers, making sure that you can generate reader revenue from your most engaged audience So how does it work? Well, the first thing you need to do is you need to authorize the tool to access your [INAUDIBLE] data And the we need to select your G account, your specific G account Once it’s done, you will notice that on the top left hand corner, you have four sections– Actionable Recommendation, Reader Engagement, Reader Revenue, and Video Insights So let’s take a look at Actionable Recommendations, which is the home page, and really, the most important page of the report And on the top of the page, it introduces the concept of funnel It’s very important to us It shows news publishers need to be [INAUDIBLE] e-commerce players and they need to have that concept in mind So we define this [INAUDIBLE] as it is– casual readers, loyal readers, and brand lovers Your casual readers is someone who’s been once on the site over the last three days; your loyal readers, someone who’s been between two and 14 times on the sites over the last three days; and brand lovers, someone who’s been more than 15 times on the site over the last three days So that first section of the report will tell you exactly how many readers you get in each bucket, but more importantly, you will understand the value they are going to provide to your business in terms of page views and ad revenue So very quickly, you realize that the end of the funnel is where the value is For example, for that publisher [INAUDIBLE] data, the brand lovers represent only 1% of the audience And they generate 20% of the page views and 20% of the ad revenue So a very small fraction, but a lot of value So this reinforces a need that you need to optimize your [INAUDIBLE] to get users down the funnel So the question becomes, how to do so? How can you actually optimize your product? Well, this isn’t where we have a [INAUDIBLE] section The power of this tool is it’s an intelligent dashboard It has a decision engine that automatically digests your data, your [INAUDIBLE] data, and will identify opportunities to optimize that funnel So we’re going to pull a certain number of recommendation to optimize your reader engagement This number here is dynamic For that publisher, it’s going to be page recommendation If you scroll down, this is how it looks like So we have a certain number of recommendations So in this case 1, 2, 3, 4, 5, 6, 7,8 Each recommendation covers a specific topic to optimize reader engagement So for example here, newsletter So how can you actually use newsletters to bring more loyalty from your users? How can you engage in a better way with users via newsletter channel? And more importantly, how can you get your users to subscribe to your newsletter? So we’re not only telling you that you should focus on this topic, but we give you actually best practices and things that you can do tomorrow to optimize that specific channel So for example, for news editor, it’s going to be about the visibility and the position of your sign-up box on the page It has to be visible within your article or at the end of your article It’s very important It has to be there on all of your article pages It’s also making sure that you have a great user experience for that sign-up, so reducing friction by adding only one sign-up field And having the auto-field on, your users just need to click on that field and it’ll auto-populate and they would just click on sign up The look and feel is also important You need to create contrast to grab the user’s attention on the specific section Probably on the site and the new site, the newsletter sign-up section is the most important section on the page That’s what you really want the users to do since the [INAUDIBLE] channel is the most valuable channel in the industry from an acquisition point of view Personalizing the message– it’s not only about asking users to sign up for newsletter, it’s to tell them why they should sign up So what is the value proposition here? What are they going to get if they sign up to do the newsletter? Like getting the best updates in the local news, stay in touch with the news, et cetera Those are very interesting tagline to use Obviously, you will want to use your values and the tool of your sites with that tagline, that messaging For that type of recommendation, for each recommendation, we notice that we have a lot more buttons So all you have to do here if you’re interested in that specific topic, is to click on the button and it will redirect you directly to the specific playbook chapter for that section So newsletter will have a whole chapter on newsletter

with that following structure The reason why you should focus on that topic, again, the best practices If you go down, you will notice additional comments and observation, things that you should care about But more importantly, you will notice best in class examples, so very interesting optimization that you could implement on your site So coming back to the first page, this is how it works So we pool, again, those different recommendations automatically based on your GA data And this, by default, will help you optimize your reader funnel But that’s not it There are other things that we want to help you on The reader revenue So now that you have optimized your funnel, what do you do? How can you get more revenue from your readers? So it’s all about making sure that you’re optimizing or setting up the right reader revenue model And in that case, we also have a series of recommendations that would be interesting for you So for example, for subscription, you could check out our best practices to optimize your subscription end page There are a lot of things to consider to get users to actually click on your subscription packages And they are– most of them are there We don’t have all the solutions there, but they are good best practices that you should definitely test Finally, at the end of the page, you will notice the third section, which is our recommendation to collect better data, which brings me back to News Tagging Guide News Tagging Guide is all about making sure that you’re identifying the right behaviors to track And hearing NCI tell you, OK, so these other behaviors you really want to track if you want to maximize the value of News Consumer Insight report By default, the report will give you access to specific insights and recommendation based on your basic GA data But if you start implementing NTG tags, you will access more reports and more insights and recommendations So let’s take a look at examples of things that you will get if you implement NTG tags on your site So for this, I’m going to go on my second page, which is reader engagement In this page, what we do is we deep dive into your audiences We’re going to give you more information about how your readers are actually consuming content on your site, where are they coming from And you’ll be able to compare different audiences in the way they engage with your site So we’ll give you, for example, here, for each of your segments, the average profile of your readers So for example, for this site, looks like the average reader is a female, 25 to 35 years old, coming from mobile and Facebook– very simple information, but it’s interesting when you start comparing this with the last part of this dashboard You might notice that the device changes The age group changes as well So it might reflect some kind of, like, a marketing strategy that you have or that you should have If you go down, here’s where it gets interesting So again, by default, you will access those metrics But there are few metrics that you won’t be able to access if you don’t implement NTG tags I’m talking about, for example, the AdBlock rates You will need to implement the NTG AdBlock feature to be able to unlock that information Same for scroll depth Lily was mentioning this idea of making sure that you’re capturing the data when users are scrolling down the page We’ll give you the [INAUDIBLE] scroll depth for these segments if you do so Once again, because you will have implemented our own tags and will be able to recognize that data in your G account Same here– under the tab, another source of information, this module will appear if you implement the NTG tag for social If you start tracking social shares with NTG, we’ll give you an estimation of how many readers actually started sharing on social Very few examples like that in the dashboard One I really want to showcase today is the Video Insight report That specific page, that specific section will be very valuable, obviously, for publishers who have video content on their site It’s kind of the [INAUDIBLE] only if you implement the NTG video tag So remember what Zach mentioned earlier, there is that one tag that you can implement on your site As soon as you implement that tag, you’ll be able to unload that full report And this is what the report is about So again, this idea of funnel– casual readers, loyal readers, and brand lovers– this time, what we’ll do is we’ll showcase the consumption of videos on your site across these different audiences So we’ll tell you how many videos started for casual readers, how many video were completed from your brand lovers, the completion rate– more importantly, the drop-off, how users are actually completing those videos If you scroll down, we’ll tell you the impact of having a video content on your site on your user engagement You’ll notice that’s a big question from the industry,

like those video players, on the page, are they actually positive for the business? Are they getting their users to stay longer or come back more often? We’ll give you kind of like a snapshot of the compared vision between your different users, those who are consuming video– they’re click-to-play, they’re autoplay, or those are not consume any videos And you will notice that sometimes video strategy– and actually, most of the time– is having a positive impact on your user engagement overall, on loyalty If you scroll down, we’ll go even deeper We’ll tell you how your readers are actually starting your videos We’ll give you tips on how you can get your readers to start more videos because we’ve noticed that it’s a very important topic If they start more videos, you create more [INAUDIBLE] ads, and you need them to start them And on top of this, we have noticed that there is a better user engagement overall from those readers So you really need to start working on this There are a few components to get there It’s all about making sure that you’re optimizing your video player presence, the location of that video player, the type of start that you are pushing to users Is it click-to-play or auto-play? And more importantly, the number of videos consumed per user Based on the insights you will get from that report, you can actually visit the specific recommendation for that topic So all you have to do is to click on that button There are those kind of buttons all around the report And it will drive you back to the first page with the recommendation that is linked to the insights you will put in there So you will see, how can you get your users to start more videos and how to get your readers to complete more videos So we have a few best practices there to implement So that’s what’s NCI– sorry, it’s a lot to digest I would really invite you to take a look at this A lot of [INAUDIBLE] data you can get from here with the content and ask us question later on if you want News Consumer Insight has been built to have [INAUDIBLE] to once again, grow loyalty and increase profitability for readers And it’s to be able to turn that data into those recommendations automatically Now, coming back to our landing page, we’ve talked about News Tagging Guide We’ve talked about News Consumer Insights Now let’s talk about Realtime Content Insights This time, Realtime Content Insights is for journalists It’s technically for editorial teams who want to make better content distribution and creation decisions They’re transforming data into [INAUDIBLE] reported insights for audience in general So this is how it looks like Sorry, my screen’s a bit smaller Now I’m going to make it a bit bigger Here– here we go Oh, here we go So this is Realtime Content Insight Similar to NCI, RCI has been built with simplicity in mind The whole point here is to be able, just by one click, to access good reports So first thing you need to do is to authorize it to access your data as well, and then select your specific Google Analytics accounts you have access to Once it’s done, the whole report, all the report will populate based on your data On the top left-hand corner, you will notice four sections– Realtime Article Performance, Realtime Video Performance, Historic Performance, and Trends in Your Region So let’s take a look at Realtime Article Performance Here, what we do is we want to help you identify the top training articles in real time So we’ll automatically pull, from your Google Analytics account, data related to that specific topic At the top of the page, you will notice those visual Those are the top five articles that are trending right now We’ll automatically pull images for those article And even better, you can use the Newsroom View feature If you click on that feature, we will be able to display, in real time, your top articles on the big screen for your enjoyment It’s pretty cool Usually we’ve seen a lot of positive feedback there from publishers– gets journalists excited about the content and love the competition there So just take a look, and if you have black screens available, you should definitely give it a try If you go down on that page, you will notice a center of information, but this time, obviously, text to make easier to digest So you will notice the top trending articles in real time, based on real time readers We also share the number of page views over the last 30 minutes And here you will start recognizing those small items So at that point, we’re going to give you information about if those articles are bringing more casual readers or loyal readers, or if those articles are pushing users to stay on the site more than average on the site, and if the average page visit, is it higher or lower compared to the average on the site? So this going to be very valuable just to identify opportunities and if the content that you’ve created is resonating with your readers

and is actually following your content strategy So let’s take a look at one of those articles Just by clicking on that very simple line, you will see the details for that specific article As a journalist, I’ll be able to understand where those users are coming from, from the country, region, and city point of view And if you’re a local site, it’s interesting because you’ll be able to see that specificity is resonating with the– that specific article is resonating with a specific city You’ll also be able to see where those users are coming from, from the referral point Are those articles trending on social or via your newsletter? And this could impact, potentially, your distribution strategy If you see that an article is trending on Facebook, why not making some noise on Twitter, right? And something else more important is, once again, this idea of making sure that you understand the value of those article If those articles are being consumed on desktop or mobile, if those articles are pushing for recirculation or loyalty And in here, I want to drive your attention to that specific module, this project And similarly to NCI, this is the one thing that you want to get from scratch If you connect to the site, you will need to implement the NTG scroll depth tag to be able to see, for each article, the drop-down, And that’s pretty cool When you click on it, if you are able to see in real time [INAUDIBLE] for the day– for the daily– with the daily data, if you’re able to see how users are actually consuming the specific article and how they’re dropping down, that could be very helpful to actually adapt to product strategy on the group– for example, asking your editorial team to add a recirculation widget after a certain number of [INAUDIBLE] because people are actually leaving the articles anyway You could consider actually changing the structure of your article to make users stay a bit longer So this is kind of the value we try to identify here for journalists So this is the data for a specific article It gets even more interesting when you start comparing these data with the average on the site So on the right-hand side, you will see the data for the whole site, and you’ll be able to compare how your articles are performing, specific articles are performing compared to the average on the site So this is– by default, you will access to that report minus a few metrics This second section is Realtime Video Performance And I’m sure it’s not a surprise, it won’t be available by default You will need to implement this NTG video tag And since– as soon as you actually implement the tag, you’ll be able to see in real time, your Realtime Video Performance– so your top-trending videos on your site, on your [INAUDIBLE] So same approach here– we will tell you things like where your watchers are coming from, the referral sources, and if it’s driving more casual than loyal readers And things very related to video players, like unmute rate and the full-screen rate, those are very positive engagement metrics that we want to showcase here Technically, if you see a very good unmute rate compared to the average on the site here, usually it’s a good sign It means that users are engaged, and this content is very valuable It will get users to come back And here, see now the scroll-back You will see the completion rate and how the users are actually consuming the videos on the site, on that specific video Scrolling down, if you go to the next section, Historic Performance, this is much more like long-term strategy So the first few page were– it’s all about realtime and checking in realtime what’s trending on the site, whether it’s an article or a video This time, we look at historic performance We look at the last three days And the whole point of that report is to showcase, in the long-term, what articles actually brought value, who did bring value to your site overall We know that, by default, [INAUDIBLE] that actually get page views to showcase that they’re successful articles We all know it’s not the best metric, but it’s already a good metric from an advertising and a [INAUDIBLE] point of view Well, there are other things that you should consider And for that, we built a score or rank called the Content Engagement Rank What we do is we assign a rank for articles based on three metrics– page views, so we come back to this idea of page views because it’s still a good indicator; loyalty, so if this article is bringing more loyal readers; and finally, recirculation, so if that article is pushing users to stay a bit longer So technically, if you can get users to stay longer or come back more often, those are very good articles, and you should potentially look at what you’re doing there and if you can make more of these potentially So you would have that rank, that Content Engagement Rank based on those three simple metrics And you’ll be able to compare that rank with the page view rank When they’re saying that you should always forget page view

ranks, it’s a good indicator, but it’s interesting to compare, right? And you’ll see sometimes that some articles will be pushed higher on the ranking with the content engagement rate because your better engagement metrics there So that, by default, you will get access to that report Coming back to NTG, if you implement a few components from NTG– I’m talking about, let me show you I’m talking about, for example, newsletter So Lily was mentioning how you can track newsletter sign-up with NTG If you implement that specific feature, we’ll be able to showcase the newsletter sign-up rate for that article over the last 30 days– same for sharing rates, same for comment rates, same for affiliation click rates And we’ll take these into account to recalculate our Content Engagement Rank So we’re going to make this score more powerful and hopefully more valuable for you You’ll be able to take into account all those type of impacts and to re-showcase valuable articles for your business or for your publication Finally, we won’t spend too much time on that last section This is the Trends in Your– Trends in Your Region section, which is technically the page where we try to highlight what’s trending in the region as the data says We put, automatically, information from Google Trends, and we’ll showcase for your specific location, the interesting stories and trends available You’ll be able to [INAUDIBLE] a specific category of content that you are interested in, seeing here, for example, sports content, what’s trending there, seeing for entertainment, et cetera, et cetera And you’ll be able to compare with your top articles, right? So you’ll be able to actually identify potential coverage gaps If you see that there are some trending topics out there, and you aren’t actually covering those, potentially there are things that you might want to consider Same concept here This time, we automatically put in the US what’s trending on YouTube And you’ll be able to compare with your own videos if you’re actually creating content on those specific topic And that’s it That’s it for RCI Just to close on this, RCI is for journalists, or even beyond that, for teams as well The whole point here is to make sure that your journalists have access to [INAUDIBLE] reports both by default But once again, if you implement the tags for NTG, you can make those reports even more powerful So I think I’m done with RCI Hopefully that was not too much to digest, and I’ll hand it up to Brian so that you can actually share a bit more information BRIAN ANDERSON: Thank you, Val Thank you, Lily and Zach for all that info We hope that your takeaway is how your teams can leverage these new free tools today So these are available right now These tools have been created to help your team craft a successful content strategy Next slide And now, to our question and answer period Noticing there are no questions currently in the question box, so please enter those if you have any We could also go through some frequently asked questions, but please put your questions in the chat or the question box if you can figure that out in GoToWebinar And then next slide Say you have– so you have no questions, you can get started right now So how do you do that? Just head over to the News Tagging Guide at this goo.gle/datatools Or, say you don’t– or you have a custom thing that you want to implement, we know a team that can do that So contact us at Adswerve We can help at adswerve.com And we can help do a custom analytics or custom media kind of thing for your marketing efforts And now to Q&A, just one question in here So from Phil, do we need to use GTM, or can you use your own tag manager? You can use your own tag manager So depending on what that is, whether it’s Adobe or any other tag management, Tealium You can use these– there’s actually instructions in the tool So if you go to actually the News Tagging Guide, there’s kind of instructions that are general enough and generic enough We tried to design these to make sure that they can work across all platforms, all CMSs, and also tag management systems So this will just kind of give you structure to what kind of data layer

push to either send or just the data that you need to send So you can implement that The video tracking too was designed to be able to live anywhere, completely platform-agnostic That code that Zach showed can actually just live right directly on your website It can be in GTM or Tealium It’ll actually just send right to Google Analytics account So hopefully that answers your question This looks great, but all the examples were web Will this work for apps too? Some of the recommendations absolutely can work for apps The actual design of the video tracking is something that was JavaScript So that’s something that’s not going to be designed for that But the recommendations, you can try to mimic in an app environment And this is also not set up for the new app plus web environment, but you could use gtag in your dropdown and choose that, and it should likely work the same way For this, it’s something you can actually reach out to us We can offer more of how to help with that plus web at Adswerve That’s from David, by the way From Ajay, do I need to send this data into a property in order to be displayed on the dashboard? It doesn’t have to be a new property This can be the same property you’ve already had You can actually go and set up your– go to those reports, and then go and see what it will turn on today There’s actually some– some data will feed in there So you have your page views, you have your sessions, et cetera All that stuff will be in there And you can see what data show But to get the full effect, you’d have to tag it according to the instructions Then you’ll be able to see all of the info in the dashboard But the dashboard will be somewhat complete Val, correct me if I’m wrong VALENTINE CORNEZ: Yeah, I mean, I always say, you should definitely use your current G accounts to create those tags and collect data from it because afterwards, you will need to select that specific G account to make sense of the whole data, the default data and the data that you’re going to click from NTG Not sure it’s helping there, but yep, don’t create new properties for the data collected from those tags BRIAN ANDERSON: And just another question from Phil– can we add our own data points, like, say, propensity, to subscribe on a seven-day return [INAUDIBLE] metric and so on? From my understanding– and Val, correct if I’m wrong– so the reporting is standard right now There’s not a way to customize this That is something we at the team at Adswerve can help you standard, but it doesn’t go into that specific reporting tool But that could be a feature request for Val and team VALENTINE CORNEZ: Yeah, so we do have– like in News Consumer Insights, a Reader Revenue Report, which is a report that has been created to help publishers create existing sites for subscription, membership, et cetera Obviously, the component that you’ve mentioned is important, propensity, the propensity models The report is static, so you can only– you don’t have that much flexibility there It’s all based on the GA that you would have created You won’t be able to your own propensity model unfortunately But [INAUDIBLE],, that’s a custom project for Adswerve BRIAN ANDERSON: Another question from Stefan, can I access Realtime Analytics data through an API? So my understanding is actually, it is already– that’s how those reports are built It’s actually using the reporting API right now So what Val and team have done have actually built– behind the scenes, they’re pulling your data in, and then they’re actually doing those calculations for you So there’s no direct API But correct me if I’m wrong, Val, on that VALENTINE CORNEZ: Yeah, this is exactly what happened So as you know, there is an API for analytics There is an API for the Realtime Analytics And what we’ve done for NCI and RCI is we’ve been putting the data from those different APIs So you could directly use all tools because we are actually putting the data If you want to something custom, you can do it yourself as well You can pull all the data from those APIs and create your own dashboard, based on your custom needs I’m sure Adswerve would be happy to help out BRIAN ANDERSON: Mm-hmm Yeah, this tools basically were made to be as simple as possible, out-of-the-box, ready for everyone, but any customer needs come to us We can help you From Jason, can we get the raw data in BigQuery to make our own custom reports? So depending if you’re in a Google Analytics 360 account, you do have an export from your Google Analytics data right to BigQuery So this is using that similar data

The data set is actually the same It’s just using that reporting API And then on the actual reporting side, they’re doing that analysis So if you need to do your custom analysis, we can help you with the BigQuery side, and we have the same data set The data is aligned It’s the same from Google Analytics But there’s nothing unique here of saying like, that you’d have your custom or your raw data in BigQuery It’s no different It’s the same exact Google Analytics data VALENTINE CORNEZ: Yeah, I can’t imagine the [INAUDIBLE] I mean like, when you look at News Consumer Insight and Realtime Content Insights, the first thing that comes to our mind is ah, I want this, but I want to do it my own way, right? I want to have my own audiences You have your own [INAUDIBLE],, I’m sure You have your own casual readers, your own loyal readers based on different engagement metrics We’re not here to replace [INAUDIBLE] Once again, with it’s a complimentary funnel And once again, if you want to create something similar for your own application, you can do it But you will have to work with BigQuery, and we won’t be able to offer more there But at least, you should be able to use the recommendation BRIAN ANDERSON: Any other questions? Looks like that may be it But we do also have part of the– within the News Tagging Guide, there’s a playbook that was developed that Val kind of demonstrated It’s a PDF And there is actually a frequently asked question section We could go through some of that, or I can paste that into the chat here, just so eveyone’s aware and can find it Let me just send it So that’s in the chat now So this is actually the playbook PDF of just frequently asked questions, so kind of standard things I can go through some of these as well But otherwise, you can get started right now Just head on over to that google/datatools VALENTINE CORNEZ: Yeah, I think– I don’t know if we’d have time to go over all the FAQ question, but there are a few things that you really want to take out of this And you will find this in the FAQ You’ll find that that all those tools are free News Tagging Guide and NCI and RCI are tools that are being built for news publishers, but even if you’re not a news publisher, if you’re a content creator, you should definitely take a look at those because a lot of the concepts would apply to you And yeah, just the one thing is, you don’t need News Tagging Guide to use News Consumer Insight and Realtime Content Insight You can use it straight away But once again, News Tagging Guide is kind of the foundation for any kind of business strategy, data strategies there So you need to collect the right data to really amplify the insights and the recommendations from our report and on your own, right? If you want to do custom analysis, you need to access specific year of data, and that’s where NTG kicks in BRIAN ANDERSON: All right Any other questions? All right, well, we can give you some minutes back here So basically, that wraps up our question and answer period If you do have additional questions that come up, if you think of something after this, please reach out We can help at adswerve.com, and we’ll follow up and be able to answer any questions that you do have Or if there’s any custom solutions that you want us to look at, we can absolutely help you out So hopefully, you found benefit in these new free data tools And you can start using them to measure your content performance So good luck and happy marketing Thank you, everyone VALENTINE CORNEZ: Yeah, happy marketing SPEAKER: Thank you, everyone VALENTINE CORNEZ: Excellent