They may collect data, but they are still struggling with knowing exactly what, where and when to measure. That’s why many of us cling to very simple measurements of success like page views and “likes.”
She is one of a growing chorus advocating new measures of the effectiveness of content, putting less emphasis on the number of people who see content and more emphasis on how people engage with content.
Why is measuring engagement more important? Because it shows an actual level of impact with your readers. What is the point of creating content if it doesn’t move people?
That’s why page views are a false metric: it’s easy to get someone to click through to an article, but much harder for the piece to engage or inspire them. Similarly, what does a video view mean?
So how exactly can we measure engagement and inspiration? What engagement metrics should you measure?