How to set up and track content performance analytics with Letterdrop

If you’re running content for a SaaS, agency, or any B2B business, you already know: “publish and pray” doesn’t cut it anymore. You need proof that your content brings real results—not just pageviews, but leads, signups, or whatever actually pays the bills. That’s where Letterdrop comes in. But if you’re fed up with vague dashboards, vanity metrics, or yet another tool you don’t really use, you’re in the right place.

Let’s walk through, step by step, how to set up and (actually) track content performance analytics in Letterdrop. I’ll call out what matters, what’s just noise, and a few things you can safely ignore.

Step 1: Get Your Letterdrop Account Ready

You can’t measure content if it’s not all in one place. Make sure you’ve got your Letterdrop account set up and your website connected.

Here’s what you need to do:

  • Sign up or log in: Obvious, but necessary. Head to Letterdrop and create your account if you haven’t already.
  • Connect your site: Letterdrop connects to most CMSes (WordPress, Webflow, HubSpot, etc.). You’ll need to authenticate and grant access so Letterdrop can pull in your content.
    • Pro tip: If you’re using a custom setup, Letterdrop has guides or you can reach out to their support. Don’t let a weird CMS stop you.
  • Import existing content: Pull in your published articles so you’re not starting from scratch. This usually takes a few minutes.

What to skip:
If you’re only interested in analytics, don’t get bogged down in Letterdrop’s content planning or AI writing features for now. You can always explore those later.

Step 2: Install the Letterdrop Tracking Script

Letterdrop can’t track what it can’t see. To get meaningful analytics, you’ll need to install their tracking script on your site. Yes, another script. No, you can’t skip it.

How to install:

  1. Find your tracking code:
  2. In Letterdrop, go to Settings > Analytics.

  3. Copy the JavaScript snippet they give you.

  4. Add it to your site:

  5. WordPress: Use a plugin like “Insert Headers and Footers” or paste it in your theme’s header.
  6. Webflow: Go to Project Settings > Custom Code > Head Code.

  7. Other CMS: Drop it into your global <head> tag.

  8. Test it’s working:

  9. Visit your site, then check Letterdrop’s analytics section for recent activity. If it’s blank after a few hours, something’s wrong—double-check your placement.

Honest take:
This is the least glamorous part, but it’s non-negotiable. If you skip this, everything else is just guesswork.

Step 3: Define Your Real Performance Metrics

Letterdrop tracks a ton of data—pageviews, time on page, scroll depth, conversions, lead captures, and more. But here’s the deal: most of it won’t matter to you.

What you should actually track:

  • Leads (form fills, demo requests, signups): If you care about business outcomes, this is where to focus.
  • Engagement (scroll depth, time on page): Useful for spotting if people actually read your stuff or bail after the intro.
  • Traffic sources: Helps you see which channels (search, social, email, etc.) are driving useful visitors.

What to ignore:

  • Raw pageviews: High numbers look nice, but they don’t pay the bills.
  • Bounce rate: It’s a vanity metric for most B2B content. If people get what they need and leave, that’s fine.

Setting up key events in Letterdrop:

  • In the analytics settings, define what counts as a “conversion” for you.
    • This could be a button click, form submit, or visiting a thank-you page.
  • Use Letterdrop’s event tracking—no code needed for most standard actions.
  • For custom stuff (e.g., a chatbot lead), you might need a developer to help fire the right event.

Pro tip:
Don’t overcomplicate it. Pick 1-2 metrics tied to actual revenue. You can always add more later.

Step 4: Set Up Goals and Dashboards

Now that Letterdrop is collecting the right data, set up dashboards and goals that reflect what you actually care about. The default dashboards are fine, but you’ll want to tweak them.

How to do it:

  1. Go to Analytics > Dashboards.
  2. Create a new dashboard or customize an existing one.
    • Add widgets for your main metrics: conversions, engagement, traffic sources.
    • Remove or hide anything you don’t care about (again, pageviews aren’t the goal).
  3. Set up goals:
  4. Letterdrop lets you define goals (like “Get 10 demo requests per month”).
  5. Track these over time to see trends—not just one-off spikes.

What works:
Custom dashboards keep you focused. You can share them with your team or boss without sending everyone down a rabbit hole of irrelevant stats.

What doesn’t:
Don’t try to impress anyone with a 20-widget dashboard. It’ll just get ignored.

Step 5: Connect Letterdrop to Other Tools (Optional, but Useful)

If you want to get fancy, Letterdrop can push data to other tools like Google Analytics, Salesforce, or HubSpot. This is helpful if you want to see content impact across your whole funnel.

Connect integrations:

  • Go to Settings > Integrations.
  • Pick the tool you want (CRM, analytics, Slack, etc.).
  • Follow the connection prompts—usually a few clicks and an API key.

Why bother?

  • See if content leads turn into real opportunities or customers.
  • Get alerts in Slack when key goals are hit.

Honest take:
Unless you already live in your CRM, don’t force this. If you’re just starting out, keep it simple in Letterdrop until you know what data you actually use.

Step 6: Review, Learn, and Iterate

Congrats, you’re set up—but the real work’s just starting. The value comes from actually looking at your data and making changes.

How to make sense of Letterdrop’s analytics:

  • Check weekly: Don’t obsess daily, but don’t disappear for a month either.
  • Look for patterns: Are certain topics, formats, or sources bringing more leads?
  • Kill underperformers: If something’s getting zero traction, pivot or stop wasting time on it.
  • Double down on wins: If a topic or channel is working, do more of it.

Pitfalls to avoid:

  • Don’t chase every dip or spike: One good or bad week means nothing. Trends matter, not outliers.
  • Don’t get stuck in analysis paralysis: Make small bets, see what works, and adjust.

Bonus: What Letterdrop Doesn’t Do (and What to Ignore)

Letterdrop’s analytics are solid for content, but let’s be honest about the limits:

  • It won’t magically tell you why something worked or flopped.
    You still need to talk to customers, check sales data, and use your brain.

  • It’s not a replacement for Google Analytics (yet).
    Letterdrop gives you content-focused insights, but isn’t as deep for technical web analytics.

  • Don’t bother tracking every single user action.
    If you measure everything, you’ll learn nothing. Stick to what moves the needle.

Keep It Simple, Iterate, Repeat

You don’t need a PhD in data science to get real value from Letterdrop. Set up the basics. Track what matters. Ignore the rest. Use your numbers to make decisions, not just fill out a deck.

Analytics should help you make better bets—not just prove you’re busy. Start simple, check in regularly, and tweak as you learn. That’s how you actually win with content.