5 Best Content Analytics Tool for your Business: Parse.ly, Chartbeat, Google Analytics 360 Suite

In this article, you will find which one is the best content analytics tool for your business. For any successful digital marketing campaign, delivering valuable content that your intended audience wants to receive, when they want to receive it, is very possible now, thanks to sophisticated content analytic software.

There is a bewildering amount of content marketing return on investment tools out there online, let’s delve into some of the best-known tools, and see what each of them can offer your business, so you can make an informed decision.

Your first aim should be to Define Your Goals and Metrics

A content audit is a looooong and involved process.

So, when planning how to perform a content audit it is important to start out with clear-cut, well-defined goals to run it effectively (and profitably!)

The first stage is to think about KPI for social media and your business aims. What benefits can you draw from a content audit? Which outcomes do you want to accomplish?

Here are some examples of goals you can set for your web content audit campaign.

Aim 1: Improve Your SEO Results

Pinpoint your website pages with high SEO potential to rank in the top 5.

Comprehend which content you should amend, update or remove entirely from your website.

Check and optimize your internal linking.

Aim 2: Increase Audience Engagement

Discover the most engaging and interesting sorts of content for your audience.

Find out topics your users are most interested in.

Ascertain what type of content produces the highest engagement.

Aim 3: Improve Conversion Rates

Understand which pages offer the best user experience for your visitors.

Get the best-performing content in terms of generating leads.

Define the most efficient content types for each stage of the visitor website journey.

Once these aims have been determined clearly, you can then go ahead and match them up with the relevant metrics for content.

Content Marketing metrics can normally be split into four groups:

1. User Behaviour Metrics

This section includes: page views, average session length, and bounce rate

2. Engagement Metrics

This section includes likes, shares, comments, and mentions

3. SEO Metrics

Included within this section are: organic traffic, backlinks, and keyword rankings

4. Sales Metrics

For sales, this section looks at the number of leads, conversion, and return on investment.

This will very much depend on your unique business goals, but, for example, if you want to identify which areas are the most popular among your visitors, you should analyze user behavior and engagement metrics.

However, for the SEO performance, you can test will the number of backlinks and analyze your ranking in different search engines.

All of this data research analysis work assists your business with coming up with smarter content marketing campaigns that are going to give you more for your money and time. So let’s investigate which tools are the best to work to your advantage when it comes to discovering this data information.

First up, is the unusual-sounding name – Parse.ly.

1. Parse.ly

Parse.ly content analytic tool

Boasting statistics on their website such as a 400% increase in subscribers by their customers, Parse.ly is definitely a contender if you’re considering investing in a service to analyze your content marketing efforts.

Parse.ly offers a simple dashboard to analyze the performance of your content over multiple platforms and channels. Gives you valuable insights as to how to interact with your website visitors, and therefore create content they are interested in seeing when they want to see it.

Integrating Parse.ly

Integration with this particular tool is straightforward, offering a plug-and-play setup, and Parse.ly is compatible with apps such as IoS and Android. If you have a custom-built website, this is catered for too – Parse.ly can be integrated with all CMS systems, including custom CMSes with simple code integration. 

Serving up real-time and historical data analysis at the touch of a button, you will be able to ascertain:

  • Where your users are arriving from
  • How to increase users
  • How to interact with your audience

All very valuable insights, which are sure to drive any marketing campaign you can conjure up in exactly the right direction.

Content Analysis on all Platforms

It’s not good enough to be able to analyze your website content.

To remain relevant as a business, you need to be able to analyze your content delivered across all your social platforms.

Parse.ly can analyze your data on Facebook, Twitter, Pinterest, Instagram, and more. Not to mention data analysis of search engines (Google, Bing, Yahoo, etc).

All your content is available for analysis purposes. Be it articles, blogs, website landing pages, home pages, image galleries, Podcasts, Video content, the lot.

This data interrogation enables your business to really drill down into which of your content is working for you, and which isn’t, so you can focus your attention on best-performing channels that are delivering the best return on your investment.

The Powerful insights you will be able to garner gives you complete control over engaging and converting your users into customers.

Brian Dean

Parse.ly Social Media Channels Engagement and Activities

Using the user-friendly Parse.ly dashboard, sources of traffic to your website are displayed, with the inclusion of traffic from your social platforms.

Social referrers are defined by any traffic that comes to your site(s) from:

  • Facebook
  • Twitter
  • LinkedIn
  • Pinterest
  • Instagram
  • Reddit
  • StumbleUpon

By collecting data through the social media platform’s API, Parse.ly delivers you this detailed data for these social channels:

1. Pinterest

Pinterest allows you to view the pin that originated the traffic to your website. Follow these steps:

  1. From the Referrers page, scroll down to Pinterest and click on it. 
  2. Once on the Pinterest referrers page, click on the Referring Urls tab to see the individual links to each pin. 
  3. By clicking on the magnifying glass to the left of each link, you can see the title of each pin. 
  4. When on a detailed post page, you can also see the pins for that post by moving down to the Social Referrers section and then clicking on pinterest.com.
  5. The links to the pins will then be shown below this.

2. Twitter

Any place you see referral information, clicking Twitter will show the tweets that drove traffic.

The information you can receive from Parse.ly is the Twitter handle (user) that tweeted it, how many times it was retweeted, and how many page views each tweet drove. 

To see the tweets that originated traffic to a particular tweet:

  1. Go to the detailed post page and then scroll down to referrers. 
  2. Click on twitter.com under the Social Referrers section, and a list of tweets will be shown.
  3. This data is only available for 7 days after the tweet is tweeted.

3. LinkedIn

Parse.ly can tell you the section on LinkedIn that sent the traffic to your website.

As so:

  1. From the Referrers page, scroll down to LinkedIn and click on it.
  2. Once you are on the LinkedIn referrer page, click on the Referring Urls tab to see the different sections.

4. Facebook

Facebook likes, shares, and reactions are grouped as a group as “Facebook interactions.”

You can filter these listings by Facebook interactions.


  1. You can view the links that sent the users’ data traffic to your website from Reddit by clicking on Reddit in the Social area.
  2. Once on the Reddit referrer page, click on the Referring URLs tab and you will be able to view the URLs that drove the traffic, plus certain posts and subreddits.
  3. To see all the links that brought traffic to a particular post, visit the detailed post page, and then scroll down to referrers. Click on reddit.com under the Social Referrers section and a list of the URLs will be shown.

Personalized Interaction

The latest phrase in marketing – personalized experience.

Parse.ly gives you the tools to personalise your newsletter, website and app content for your users, offering a personalised experience chock-full of value for them. This is done by predictive analysis, and recommends content accordingly, experiences tailored to each individual reader.

This platform boasts an impressive claim that Parse.ly’s content recommendations can be available to your business within minutes after integration. Nifty!

Get Ahead of your Competition

It could well be that your competitors are already using Parse.ly. Using the features available to harness the power of their content to potentially sneak off with your customers!

This is all well and good, but how much is Parse.ly going to set you back? Three options are available to you.

Starter (recommended for teams of 5 and under) $500/month

  • Up to 250k MUVs (Monthly Unique Visitors)
  • Web Analytics
  • 5 Seats
  • 3 Months’ Data Retention
  • 1 Website
  • 30-day free trial


  • Real-time Analysis
  • Customized Historical Analysis
  • Campaign Tracking
  • Emailed Reports
  • Content Grouping
  • Referrer Analysis
  • CMS Integration
  • Support Portal Access

Growth (recommended for teams of 5-20) $1500/month

  • Up to 500k MUVs (Monthly Unique Visitors)
  • Web Analytics
  • 20 Seats
  • 6 Months’ Data Retention
  • 1 Website
  • Priority Support


  • Real-time Analysis
  • Customized Historical Analysis
  • Campaign Tracking
  • Emailed Reports
  • Content Grouping
  • Referrer Analysis
  • CMS Integration
  • Support Portal Access
  • Email Support
  • Dedicated Success Manager
  • Basic Data Exports

Enterprise (recommended for Premium brands) Price on Application

  • Unlimited MUVs (Monthly Unique Visitors)
  • Multi-channel Analytics
  • 100+ Seats
  • 1 Year Data Retention
  • Multiple Apps and Websites
  • Premium Support


  • Real-time Analysis
  • Customized Historical Analysis
  • Campaign Tracking
  • Emailed Reports
  • Content Grouping
  • Referrer Analysis
  • CMS Integration
  • Support Portal Access
  • Distributed Content Integration
  • Twitter Integration
  • Native Mobile Integration
  • Video, OTT, and Podcast Integration
  • Homepage Overlay
  • Site Benchmarks
  • Conversions
  • Dedicated Success Manager
  • Basic Data Exports
  • Server-side Analytics
  • Data Auditing

The Enterprise plan comes with extra features too, specific to your needs, such as:

·       Email and phone support

·       Dedicated success manager

·       Single-sign-on (SSO) and SAML

·       Raw data warehousing and API access

·       Premium solutions like conversions and segmentation

Fancy Feature

Parse.ly is staying ahead of the curve with its new feature: Currents.

Currents help you understand which of your content is being actually read, not just searched for or shared. Parse.ly understand that searches only tell part of the story, and they want to give you the full picture.

Picture this. Your business can gain knowledge from news sites around the globe. The knowledge to understand the biggest sources of traffic for those specific news stories, and also how this type of topic has performed in the past.

You can therefore capitalize on this data and choose the most meaningful channels in which to deliver your content, the ones which are going to give you the best return on investment.

Choose your ad campaigns accordingly, and invest your money in a much more targeted way.

Currents are an add-on feature to Parse.ly’s main gig, pricing as follows:

Starter – Free

·       One Seat

·       Access to yesterday’s data

·       Updated data every 24 hours

·       Top 10 Rows

·       High-traffic news alerts for 1 item

Pro – $99/month

·       Two Seats

·       Access to last 30 days of data

·       Updated data every 15 mins

·       Top 500 Rows

·       High-traffic news alerts for 10 items

·       Geographic segmentation

·       Sort by demand

·       CSV Exports

Unlimited – Price on Application

·       Unlimited Seats

·       Unlimited News Story Alerts

·       Combination Queries

·       Access to last year of data

·       Updated data every 15 mins

·       Unlimited Rows

·       Unlimited Alerts

·       Geographic Segmentation

·       Sort by demand

·       CSV Exports

·       Site Comparisons

Parse.ly – Cons

It wouldn’t be much of a review if we didn’t also delve into some bad points of this content ROI tool.

A disadvantage of Parse.ly that we have found is that you can’t analyze what users search for on Google to reach stories. This however partially solved by their addition of currents.

The archive data only goes back as far as one year, which could pose a problem for businesses that require more historical content data analysis.

Who is Parse.ly ideally suited to?

Due to the variety of price plans available, Parse.ly has an easy entry point for any small start-up entrepreneur or business, and levels available to huge corporations to scale up to.

Parse.ly is best suited to media-based companies, as it offers an expanse of detailed analytics on which of your readers are reading what, and when. And what they are likely to want to read in the future.

It may be that for eCommerce businesses, Google Analytics or Chartbeat could be a better bet, as these services offer detailed tracking of users through your sales funnel.

With this in mind, let’s take a look at Chartbeat next, as a comparison to Parse.ly.

2. Chartbeat

Chartbeat content analytic tool

Chartbeat enables businesses to understand which elements of their content are keeping their audience engaged. Concentrating on analyzing content now, rather than the method Google Analytics uses, which focuses on data and decisions predominantly founded on the past history of your website.

Chartbeat’s dashboard shows you your analysis in different sections, such as location, authors, and more.

Scrutinize data over all your platforms – your AMP (Accelerated Mobile) pages, articles, and native pages. 

Use this dashboard to know how brand-new visitors engage in a different way to your most loyal visitors.

Top Chartbeat Features

·       Quick snapshots of real-time activity

·       Premium data based on your Facebook and Twitter activity

·       Video dashboard

·       Real-time user-friendly dashboard

·       In-depth headline analysis

·       In-page optimization tools

·       Multi-platform analysis

·       Article search functionality

·       Multi-touch conversion

·       Funnel visualization

·       Custom reports

·       Weekly audience perspective

·       Daily reports – sent directly to your inbox

Chartbeat – Pros

Chartbeat’s Real-Time Dashboard is super user-friendly and makes it simple to see how your potential customers are engaging with your content at this moment in time. And that’s over different devices, channels, and platforms.

This enables you as a marketeer to react and optimize your content for maximum audience engagement at peak times, which will make the most difference.

The video dashboard features allow you to easily see how many visitors are viewing each one of your videos, right now. You can also see which web pages are generating a lot of traffic, but don’t include a video, so you can take action to integrate videos on these particular pages to increase engagement even more.

Chartbeat’s sophisticated video dashboard can even inform you how much of each video is actually being viewed (to the second!), when that particular video is being abandoned, including data on ads, so you can see the effect of your ads on your visitors’ viewing patterns.

Chartbeat – The Cons

Due to the higher price point of Chartbeat, it may be better suited for larger businesses, dealing with larger volumes of search traffic and data.

Chartbeat – The Price

Choose between three plans – Basic, Plus, and Premium.

The cost varies depending on the plan you choose from $9.95/month – $149.95/month.

Here’s what you get with each plan, in order to make an informed decision:


·       Audience insights + visitor frequency

·       Browser overlay heatmap

·       Content analytics

·       Dedicated support & training

·       Historical and real-time analysis

·       Slack integration

·       Editorial reporting

·       Historical report building

·       In-page analytics

·       Mobile app

·       Multivariate headline testing

·       Multi­platform tracking

·       Real­time audience attention data

·       Referral sources

·       Robust APIs

·       Section & author tagging

·       Video analytics


·       Audience insights + visitor frequency

·       Historical and real-time analysis

·       Slack integration

·       Browser overlay heatmap

·       Content analytics

·       Dedicated support & training

·       Editorial reporting

·       Historical report building

·       In-page analytics

·       Mobile app

·       Multivariate headline testing

·       Multi­platform tracking

·       Real­time audience attention data

·       Referral sources

·       Robust APIs

·       Section & author tagging

·       Video analytics


·       Historical and real-time analysis

·       Slack integration

·       Audience insights + visitor frequency

·       Browser overlay heatmap

·       Content analytics

·       Dedicated support & training

·       Editorial reporting

·       Historical report building

·       In-page analytics

·       Mobile app

·       Multivariate headline testing

·       Multi­platform tracking

·       Real­time audience attention data

·       Referral sources

·       Robust APIs

·       Section & author tagging

·       Video analytics

·        Headline testing analysis

·        Advanced in-depth queries

·        Multi-site analysis

Who is Chartbeat ideally suited to?

Chartbeat is aimed at middle to large businesses with upwards of 5 million page views on a monthly basis and may be better suited for businesses aiming at eCommerce.

3. Google Analytics

Google Analytics

Probably the best-known, and most universally-used free analytics tool, Google Analytics delivers a thorough, in-depth choice of analytical features, both for standard and mobile-optimized websites.

Google Analytics enables your business to monitor your advertising return on investment, as well as track your social networking platforms and applications.

Top Google Analytics Features

  • ·       Campaign success measuring tools
  • ·        Advanced site and app reporting and segmentation
  • ·        Mobile app reporting
  • ·        Google tag manager
  • ·        Cross-device data
  • ·        Conversion Tracking
  • ·        Custom Dashboards
  • ·        Product integrations
  • ·        Acquisition reporting
  • ·        Audience reporting
  • ·        Benchmarking reports
  • ·       Performance reporting
  • ·       Alerts and intelligence
  • ·       Real Time Data
  • ·       Custom Reporting
  • ·       Advanced Segmentation
  • ·       Flow Visualisation
  • ·       Social Reporting
  • ·       Mobile Device Tracking
  • ·       Video Performance Measurement
  • ·       Multi-Channel Reporting
  • ·       Integration with AdWords
  • ·       Data Export & Tracking API

Google Analytics – Pros

Using the dashboard, you can quickly discover how your visitors are navigating your website, and what they are searching for. Use this data to decide on content additions to your website, and where the best place for it is.

Google Analytics’ content menu shows you in a simple format – which of your pages enjoy the lowest bounce rate, and which have the highest.

Work out why your visitors are bouncing more on some pages than others, and consider if your content answers your potential customer’s queries and concerns.

Google Analytics – Cons

Deploying Google Analytics leaves training mostly in your hands, so it’s a learn on the job type of situation. Which is well justified, as it’s a free service, however worth bearing in mind if you have a large number of employees who require training.

The standard analytics package, it’s free of charge. Hurrah

A Premium service option is available to upgrade to. This gives you more advanced data analytics, unsampled reporting, and advanced, customized funnel reporting.

Who is Google Analytics best for?

From individual entrepreneurs and start-ups to small/medium-sized businesses, Google Analytics does the job very nicely and is a great first port of call when it comes to entry-level content analysis.

4. Google Analytics 360 Suite

Google Analytics 360 Suite

So for larger enterprise businesses, you may want to consider turning to Google Analytics 360.

Features of this premium all bells and whistles package include:

·       Media Planning

·       Reach Forecasting

·       Automated Bidding

·       Enterprise Data Solutions

·       Creative Workspace

·       Creative User Role

·       Ad Canvas

·       Format Gallery

·       Storytelling & Sequential Messaging

·       Google Web Designer Integrations

·       Audience Discovery & Management

·       Fraud Prevention and Reporting

·       Viewability and Verification

·       Reach and Frequency Measurement

·       TV Ad Explorer

·       Third-Party Measurement Provider Integrations

·       Integration with YouTube, Google Cloud & Partner Exchange

Google Analytics 360 – Price

You’ll need to enquire with Google Analytics directly for a price for their service, as they offer bespoke packages, tailored to your unique business requirements.

What Is The Best Content Analytics Tool?

Each one of these content analytics tools we’ve looked at in this article requires investment. If not in monetary value, then in time.

Whichever tools you use, ensure you are taking the next steps to translate this valuable new-found data to make improvements to your online content, increasing the happiness of your users, and making your analytics meaningful. 


2 thoughts on “5 Best Content Analytics Tool for your Business: Parse.ly, Chartbeat, Google Analytics 360 Suite”

  1. Thank for your best article and recommendation. Previously I have stucked to search and find best content analytic tools. I will recommend this website to my colleague.


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