Averi + Google Analytics: Data-Driven Content Strategy

Google Analytics 4 is one of the most powerful free tools available to content marketers — but most teams use less than 20% of what it can tell them. They check pageviews and bounce rates, nod at the numbers, and go back to publishing whatever they planned to publish anyway.

The Averi + Google Analytics integration changes this. By connecting your content performance data directly to your content planning and strategy workflow, you close the loop between what's working and what you create next. Content strategy driven by your own performance data beats guesswork every time.

Why Performance Data Should Drive Content Decisions

The old content marketing model: publish content, hope it works, check traffic occasionally.

The data-driven model: publish content, measure performance against specific metrics, use that data to inform your next content decisions, iterate.

The difference isn't just philosophical. Teams that build performance data into their content planning process see consistently better results — because they're learning from every piece they publish and applying those lessons systematically.

Specific examples of data-driven content decisions:

• "Our posts about [topic A] get 3x the organic traffic of posts about [topic B] — we should publish more on topic A"
• "Posts over 1,800 words are ranking significantly better than our shorter posts — let's increase our depth standard"
• "Our content generates great traffic but very few email signups — we need to revisit our CTAs and lead capture"
• "Posts published on Tuesday get higher initial traffic than posts published Thursday — let's shift our schedule"

None of these insights require advanced analytics. They require connecting your GA4 data to your content planning in a deliberate way.

Setting Up the Averi + Google Analytics Integration

Prerequisites

• Averi account (https://app.averi.ai/sign-up)
• Google Analytics 4 property (not Universal Analytics — GA4 is required)
• Admin or Editor access to your GA4 property
• Your GA4 Property ID

Step 1: Get Your GA4 Property ID

1. In Google Analytics, go to Admin (gear icon at the bottom left)
2. In the Property column, click "Property Settings"
3. Copy your Property ID (format: G-XXXXXXXXXX)

Step 2: Enable the Google Analytics API

1. Go to the Google Analytics Data API in Google Cloud Console
2. Enable the API for your project (or create a new project)
3. Create a Service Account credential
4. Download the JSON credentials file
5. Grant the Service Account "Viewer" access to your GA4 property (in GA4 Admin → Account Access Management)

Step 3: Connect in Averi

1. In Averi, go to Settings → Integrations → Analytics
2. Select Google Analytics 4
3. Enter your GA4 Property ID
4. Upload your Service Account credentials JSON file (or paste the credentials)
5. Click Connect — Averi verifies access and pulls your data structure
6. Configure which metrics and dimensions to import

Step 4: Map Your Content to GA4 Data

Averi needs to connect your content pieces (in the Library) to their corresponding pages in GA4. This mapping is done through the URL slug:

• Averi content piece URL slug → GA4 page path

For most setups, this mapping is automatic if your published content URLs match the slugs in Averi. If your URL structure is different (e.g., you have a /blog/ prefix), configure the URL pattern in Averi's integration settings.

What Averi Pulls From GA4

Once connected, Averi imports the following data for each content piece:

Traffic metrics:

• Sessions and unique users
• Organic search sessions (traffic from Google)
• Direct sessions
• Referral sessions
• Social sessions

Engagement metrics:

• Engagement rate (GA4's replacement for bounce rate)
• Average engagement time per session
• Scroll depth (if configured in GA4)
• Events completed on the page

Conversion metrics:

• Goal completions tied to content pages (if you've set up GA4 conversions)
• Email captures from content pages
• Demo requests originating from content

SEO signals (via Search Console integration):

• Impressions and clicks from Google Search
• Average ranking position
• Click-through rate

This data appears inside Averi's Library for each content piece, connected to your editorial view — so you can see how each post is performing without leaving your content management workflow.

Content Strategy Workflows Powered by Analytics

Workflow 1: Monthly Content Performance Review

Schedule a monthly 60-minute session to review content performance data in Averi and make your next month's content decisions from it.

The review framework:

Top performers (top 20% by traffic and engagement):

• What topics are these about?
• What's their format (how-to, list, deep dive, comparison)?
• What length are they?
• Use this to identify patterns worth repeating

Middle performers (60%):

• Could these be improved to join the top 20%?
• Are they ranking for any keywords? Could better optimization move them up?
• Do they have clear conversion paths? Are they capturing the traffic they're getting?

Underperformers (bottom 20%):

• Why are they underperforming? Wrong topic? Poor quality? Targeting terms with no traffic?
• Are any worth refreshing, or should they be consolidated or redirected?

Content gaps:

• What topics are bringing traffic but don't have dedicated content?
• What are your best-performing posts' internal links pointing to — do those destination pages exist and are they optimized?

This monthly review takes 60 minutes and produces better content decisions than months of intuition-based planning.

Workflow 2: Content Refresh Prioritization

Content refresh — improving and re-publishing existing posts — is consistently the highest-ROI content activity for established sites. GA4 data tells you exactly which posts to prioritize.

The refresh prioritization matrix:

| High traffic + Low conversion | High priority: Fix the conversion path | | Low traffic + High ranking potential | High priority: Improve for SEO to capture available traffic | | High traffic + High conversion | Maintain: Don't break what's working | | Low traffic + Low ranking potential | Low priority: Consolidate or redirect |

In Averi, filter your Library by these criteria using the connected GA4 data. This tells you immediately where to invest refresh effort for the highest impact.

Workflow 3: SEO Content Planning From Search Data

GA4 connected with Search Console data (Google Search Console → GA4 → Averi) tells you what people are searching for, clicking on, and doing once they arrive.

Content planning from search data:

1. Identify queries driving impressions but not clicks: You're ranking for the topic but your title/meta isn't compelling enough to win the click. Rewrite the title and meta description.

2. Identify queries where you rank 4-10: You're close to page one positions that would significantly increase traffic. Improve the post — add depth, better match search intent, improve internal linking.

3. Identify queries with high CTR but low impressions: Google is showing your result to a small audience that clicks enthusiastically. More content in this topic area could capture more impressions.

4. Identify new query opportunities: Queries you're getting impressions for that you don't have dedicated content targeting. Each is a brief for a new post.

Pull this data from Search Console into Averi's content planning session. Each insight translates directly into an action: new content, content update, or title/meta optimization.

Workflow 4: Attribution Analysis for Content Investment

Use GA4's attribution reports to understand which content pieces are contributing to your business goals — not just generating traffic.

Setting up content attribution in GA4:

1. Create goals (conversions) in GA4 for your key business actions: email signup, demo request, trial signup, purchase
2. Configure GA4 attribution settings (Data-Driven attribution is most accurate for established sites)
3. Use the Conversion Paths report to see which content pages appear in the path before a conversion
4. Use the Assisted Conversions report to see which pages assist conversions without being the final step

This data tells you which content is actually contributing to business outcomes — not just traffic. It's the difference between "our blog drove 50,000 sessions" and "our blog touched 35% of trial signups before they converted."

Bring this attribution data into your Averi content strategy. Content pieces with high conversion influence deserve more investment and more promotion. Content that drives traffic but zero conversions needs to either be improved (better CTAs, more relevant topic) or deprioritized.

Setting Up GA4 for Maximum Content Insight

Before the integration can give you full value, your GA4 setup needs to be right.

Essential GA4 configurations for content teams:

Scroll depth events: Enable scroll depth tracking in GA4 to see how far readers get through your posts. If average scroll depth is 40% on your long-form posts, you have a readability or content quality problem, not a traffic problem.

Time-on-page segments: GA4 reports "engagement time" — segments of users with high vs. low engagement time tell you about content quality. A post with 8 minutes average engagement time is doing its job; a post with 40 seconds isn't.

Conversion events for content goals: Set up GA4 events for your key content conversions: email signup clicks, CTA button clicks, form submissions originating from content pages.

Internal search tracking: If your site has a search function, GA4 can tell you what people are searching for on your site — often the topics they can't find. This is pure content planning data.

Audience segments for content personas: Create GA4 audience segments based on behavior (read 3+ blog posts, visited resources section, returned to the site) and use these segments in your Averi content planning to understand what your most engaged readers are interested in.

Further Reading

• how to measure marketing success with the right KPIs
• content marketing ROI benchmarks for startups
• calculate your content marketing ROI with Averi
• Averi's Strategy Map to connect Google Analytics data to content strategy decisions

Frequently Asked Questions

How long does it take to see meaningful data for new content?

For brand new posts, you'll see initial traffic data within days. SEO data takes longer — meaningful search ranking data typically takes 3-6 months for a new piece on a competitive topic. For content refresh (updating existing posts), you should see ranking movement within 4-8 weeks if your changes were substantive. Use the first month of data for engagement signals; use longer timeframes for SEO performance analysis.

How does the Averi + GA4 integration differ from just using GA4 directly?

The integration brings GA4 performance data into the context of your content planning workflow. Rather than switching between GA4 and Averi, you see performance data alongside your content briefs, editorial calendar, and content strategy. This contextual access makes it more likely that data actually influences your content decisions — you're seeing the data when you're making the decisions, not in a separate analytics review session.

Should I use GA4 or a third-party analytics tool with Averi?

Use the analytics tool your team is already relying on. GA4 is free, widely used, and deeply integrated with Google Search Console, which makes it the most data-rich option for SEO-focused content teams. If your team uses a third-party tool (Fathom, Plausible, Mixpanel), Averi has integrations for those as well. Using GA4 and a privacy-first alternative together (GA4 for depth, Fathom for reliability) is increasingly common.

How do we set up content attribution in GA4 to show the impact on pipeline?

Configure GA4 goals for each step in your pipeline: trial signup, demo request, paid conversion. Then use GA4's Attribution → Conversion Paths report to see which content pages appear before these conversions. For more precise attribution, integrate GA4 with your CRM (HubSpot, Salesforce) — this lets you match content touchpoints with actual pipeline opportunities and closed revenue.

What's the minimum GA4 setup needed before the Averi integration is useful?

At minimum: pageview tracking (automatic in GA4), at least one conversion event configured (even just a form submission), and 30+ days of data. With this baseline, you can immediately see which pages are driving traffic and which are converting. The more sophisticated configurations (scroll depth, attribution modeling, audience segments) add value incrementally as your analytics maturity grows.