Google: Tools for Publishers Focused on Digital Growth
The web analytics tools from Google are well known. Still, many do not know that this company also offers solutions specially designed for publishers interested in growing in the digital environment. In particular, these tools are focused on helping the media expand their audience and increase the medium’s profitability.
Google has been offering specific data for publishers working in the digital environment for years, through News Consumer Insights and Realtime Content Insights. Not long ago, they just bolstered them with a new collection of digital growth tools for the news industry. We tell you all the details.
Google’s previous tools for publishers
News Consumer Insights (NCI)
NCI was launched in 2018 to solve the problem of excess data in newsrooms. The media found that they had too much information to analyze and could not identify the parameters significant for their business, so Google set out to launch a tool designed to help them solve this problem and take advantage of existing data to make practical decisions.
NCI is an audience analysis tool designed by Google Analytics. Since it’s launch, it has been used by thousands of newspapers in almost 130 countries to make decisions aimed at building audience loyalty and increasing the profitability of their media in the digital environment.
Realtime Content Insights (RCI)
RCI was launched in 2019 to strengthen NCI’s capabilities and help journalists decide based on the most popular content on their website and online trends. Given the fast pace at which news is produced and consumed today, it is more important than ever to react to news as it happens.
RCI is integrated with Google Analytics and serves to visualize the audience’s behavior and their interaction with the published content in realtime. The result is a snapshot “snapshot” of what is happening on your news site, allowing you to have more reliable and up-to-date data on which to make decisions. For example, with RCI, you can monitor the topics and content that generate the most interest in repositioning them on your page, highlighting them, or updating them in realtime.
Google’s new digital growth tools for publishers
Not content with the functionality offered through NCI and RCI, in September 2020, Google announced a new set of tools designed to facilitate data-driven decision making for publishers. All of them are already available in Spanish.
News Tagging Guide (NTG)
This tool is intended to help publishers get the most out of Google Analytics. It is focused on identifying the most relevant engagement data for the media audience and to improve profitability. The data is grouped into three categories: video analytics, reader engagement, and reader profitability.
On a technical level, the news tagging guide generates Google Analytics tags so publishers can copy and paste them directly onto their website. It isn’t intended to be used independently but to unlock new best practices in other Google tools for publishers.
News Consumer Insights 2.0: Personalized Recommendations
The new version of NCI leverages new engagement data from the news tagging guide and collaboration with new partners like Jagran, Time Inc, and Village Media to provide publishers with personalized recommendations.
The strength of News Consumer Insights 2.0 is the decision-making engine, which offers personalized advice to publishers based on their Google Analytics data. Thus, this tool can identify possible areas for improvement on a website and provide specific recommendations to solve them. The goal is that publishers can spend less time analyzing data and more time improving their site.
Another outstanding feature is that version 2.0 includes more data on audience and profitability, thanks to the tagging guide’s information. The new data is included in the reader engagement section (which already existed in the previous version) and incorporates information to increase video consumption and digital subscriptions.
Content Insights 2.0: more digital growth with Realtime
Realtime Content Insights has also been revamped and incorporates new sections to help publishers make more useful content creation decisions and distribution decisions. These are its main novelties:
- Information on video content in real-time l. Realtime Content Insights allowed to know the real-time performance of written articles, but now it has extended this functionality to audiovisual content. In this way, editors can see their videos’ reactions in real-time and adapt their action plan accordingly.
- A new historical performance section. Here you can find an analysis of the content during a specific period so that publishers can better analyze what is happening with engagement and the types of stories that help them expand their audience and improve profitability.
- “Today’s Performance Dashboard,” which collects the most important data of the day on articles, videos, and the historical performance of the content. This new way of organizing data makes it possible to continuously monitor what is happening on your website and facilitate decision-making.
- A set of new measurements (in addition to those incorporated with the news tagging guide) helps publishers better understand content performance, for example, whether readers are sharing certain news or subscribing to the newsletter.