跳至主要內容
前往資訊主頁
不確定該從哪裡著手嗎?歡迎進行簡短測驗,以便取得個人化建議。
News Corp Australia

Account linking improves engagement and retention

News Corp Australia subscribers with Google-linked accounts have better engagement and retention

Measuring the impact of Reader Revenue Manager Account Linking

Since implementing Reader Revenue Manager 2022, News Corp Australia has experimented with different features to optimise performance and meet their subscriber acquisition and retention goals. The Account Linking feature in Reader Revenue Manager enables subscribers to connect their subscriptions to their Google Accounts, which highlights content from their paid subscriptions across Google Search, News and Discover, and keeps readers logged into their subscriptions across devices.

Over a six month period, News Corp Australia measured the impact of linking subscriber accounts with Google on driving favorable subscriber activities and outcomes such as engagement, breadth of content consumed, active days on the site, and cancellations.

Two cohorts were analysed to determine the impact of Google account linking:

Cohort 1: Subscribers who had linked their accounts with Google.

Cohort 2: Subscribers who had not linked their accounts with Google.

"Reader Revenue Manager Account Linking makes our content more visible to our subscribers across Google Search, News and Discover, helping our subscribers get more value and utility from their subscriptions, resulting in increased engagement and reduced cancellations."

Impact of Google Account Linking on Subscriber Engagement and Cancellations Rate

Analysis revealed that News Corp Australia subscribers with Google-linked accounts had better engagement and retention levels compared to subscribers who hadn’t linked accounts. This included lower cancellation rates, more frequent engagement, broader content consumption, and increased Google referrals.

Key Findings:

Cancellation Rate: Subscribers with Google-linked accounts (Cohort 1) showed a cancellation rate improvement of 3 percentage points compared to those who did not link their accounts.

Content Engagement: Subscribers with Google-linked accounts demonstrated greater engagement in terms of page and article views. Engagement per subscriber in the Google-linked cohort was approximately 56% higher than that of the non-linked cohort.

Breadth of Content Consumed: Subscribers with linked accounts consumed a broader range of content, visiting more site sections compared to those who did not link their accounts.

Active Days on the Site: Subscribers with Google-linked accounts visited News Corp Australia sites on more days across a month than unlinked subscribers. The number of active days per subscriber in the Google-linked cohort was approximately 2 days higher per month than the non-linked cohort.

Google as a Referral Channel: Subscribers with Google-linked accounts visited News Corp Australia sites more than those who did not link their accounts. The number of Google referrals per subscriber in the Google-linked cohort was approximately 3.57 percentage points higher than the non-linked cohort.

Conclusion: Google account linking enhances subscriber engagement, breadth of content consumed, active days on the site, and reduces cancellations. These findings demonstrate the value of integrating Google account linking to improve overall subscriber experience and retention.

  • 3% improvement in cancellation rate
  • 56% improvement in engagement
  • 2 day improvement in active days on site
Untitled design (81)
Existing News Corp Australia subscribers can link their accounts with RRME
Untitled design (80)
Subscribe with Google offers a low friction buy flow
Untitled design (81)
Existing News Corp Australia subscribers can link their accounts with RRME
Untitled design (80)
Subscribe with Google offers a low friction buy flow
Untitled design (79)
With RRME, subscribers can see relevant content from their subscription on Google Search
要離開並失去進度嗎?
如果離開這個頁面,你將失去當前所完成的所有課程進度。確定要繼續並失去已完成的課程進度嗎?