I don’t have to tell you that in PR timing is everything, and the same holds true when it comes to publishing social media content. The leading industry example may still be the famous Oreo ad tweeted during this past Super Bowl’s blackout. However, no matter how great your content is, your strategy must also include insights around when to publish, as well as what to communicate.
This second installation of our DIY Google Analytics Report series will help you create a “time of day/day of the week” report in order determine when a website receives its greatest, or least number of visitors. This data can help to inform the right time to launch a new homepage campaign, tweet a news announcement, or when it's safe to perform routine maintenance.
You might be surprised by just how much experimenting with your publishing schedule will improve website traffic, engagement and conversion rates.
How to Create a Time of Day/Day of Week GA Report
Go to “Custom Report” and click “new custom report”
Enter a title/name for your report such as “Time of Day Monitoring Report”
Select the “flat table” type
Click the “add dimension” button and select Other > Hour
- to monitor by day of the week, click the “add dimension” button and select Other > Day of week
Click the “add metric” button and select Visitors > Visits.
- You can include as many metrics as you would like. Some additional metrics to track would be pageviews, pages viewed/visit, bounce rate, and % of new visits.
Save your report and choose a date range to view the results.
If you’re new to Google Analytics, here’s a cheat sheet for help deciphering dimensions and metrics related to time-of-day monitoring.
The specific hour listed in the column furthest to the left, will be a number between 00-23, and will reflect the hour of day in the corresponding time zone for your account (regardless of where the visitor is).
Days of the week are numbered 01-07, 01 representing Sunday. When viewing analytics, we recommend that you look at date ranges that are multiple of 7 (spanning Sunday to Saturday) in order to avoid bias.
Is Time on Your Side?
Regardless of whether you choose to monitor by the hour of the day or the day of the week, time is an important consideration, particularly when creating live content. If you plan a Google Hangout, for example, it's important to host your event when the largest percentage of your community tends to be online. The more you know about your target audience the better informed your overall strategy.
For more information about how Tribe Dynamics helps PR professionals manage and monitor influencer outreach, take advantage of this exclusive offer for PR Couture readers.
Photo Credit: abnormalbeauty.