To determine the success of your content, you have to set goals and track the metrics that make the most sense for your business. This could be page views, conversions, and so on. Keeping this in mind, which metrics matter most to your business and why? Tell us in the comments below.
I think the answer can evolve over time, depending on the business' goals and maturity. Right now, one of the clients I work with is definitely going to be most intersted in page views (creating awareness stage).
Since I have a blog, the most important for me is the page view so I can direct visitors to download the ebook or read other articles and consequently decrease the bounce rate.
The metrics that matter most to a business will depend on the goals of that business and the target audience of its content. Some common metrics businesses might track include page views, time on page, bounce rate, and conversions. These metrics can give businesses an idea of how well their content is performing and help them identify improvement areas.
It's important to note that only some metrics can give a complete picture of content performance, and different metrics may be more or less relevant depending on a business's specific goals and target audience. For example, a business that is focused on generating leads might place a higher emphasis on conversion rates, while a business that is focused on increasing brand awareness might prioritize metrics such as page views and time on page. Ultimately, the key is to identify the metrics most closely aligned with your business goals and track those consistently over time to understand how your content is performing.
Jan 2, 202311:50 AM - edited Jan 2, 202311:51 AM
Contributor
Which metrics matter most to your business?
Based on business goals of increasing student numbers and quality, the organic metrics that matter the most to my business are (unique) page views to track how many visits the application page gains from our website, traffic sources to see how visitors hear about us and bounce rate to see how our page performs. I'd be interested in using the HotJar tool to see the best and worst performing sections of the webpage.
We have not yet implemented a paid campaign to achieve these goals, but it definitely seems worth looking into. To reach business goals of increasing student numbers and diversity, paid social media campaigns (particularly LinkedIn to target professionals with years of relevant work experience) could be evaluated through tracking paid metrics such as CPC/CPM to track spend on ads over time, and ROAS to compare the revenue gained through application and tuition fees to the amount spent on ads.
Right now, it's just plain old traffic as I'm still building my launch pad website, but I have learned so much between this certification and the last one I took that I'm looking forward to paying attention to a bunch of different metrics and learning about the ones that will make the most impact.
As social media content writer and stragetist, for the metrics i will be choosing is social media engagement, clickviews, share and reposting as well the views. I find this to very definitive in helping my client create a brand base on the niche and audience engagement.
My organization is Performance Based so we primarily look at more lower funnel metrics that ultimately drive sales of our products in the CPG health category including conversions, leads, ROAS, and ROI. While we are tapping into more video and social media channels, we do still look at upper funnel tactics as we undersatnd the consumer behavior differs by channel.
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