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.
For my largest client (a global tourism destination) we measured everything imaginable, but the two metrics that mattered most were organic search traffic and geographic source. How these two performed trickled down to everything else. Whenever organic search traffic was healthy, all the other meaningful metrics (engagement, bounce rate, time spent, etc.) were too. And geographic source mattered a lot because it reflected efforts taking place in different markets, and some of these efforts weren't very "measurable" in the traditional sense.
Page views:This is a good measure of how many people are seeing my content.
Unique visitors:This is a good measure of how many people are visiting my website or blog.
Time on page:This is a good measure of how long people are spending on my content.
Bounce rate:This is a good measure of how many people are leaving my website or blog after only viewing one page.
Conversion rate:This is a good measure of how many people are taking a desired action, such as signing up for my email list or making a purchase.
I track these metrics because they give me a good understanding of how my content is performing and whether it is meeting my goals. For example, if I want to increase my website traffic, I will track page views and unique visitors. If I want to increase my conversions, I will track conversion rate.
I also track these metrics because they can help me to improve my content promotion strategy. For example, if I see that my bounce rate is high, I might need to make changes to my content to make it more engaging.
The metrics that matter most to your business will vary depending on your goals. However, page views, unique visitors, time on page, bounce rate, and conversion rate are all good metrics to track.
Here are some additional metrics that you may want to track:
Social media engagement:This is a good measure of how people are interacting with your content on social media.
Email open rate:This is a good measure of how many people are opening your emails.
Click-through rate:This is a good measure of how many people are clicking on the links in your emails.
Leads generated:This is a good measure of how many people are signing up for your email list or taking other desired actions.
By tracking these metrics, you can get a better understanding of how your content is performing and make changes to your content promotion strategy as needed.
The metric that matters the most is the bounce rate as it represents how well your website page performs and how long customers spend on the page. The longer user stays on the product detail page the more likely they will make a purchase. The Analytics team in the company I work for often analyzes pages with low bounce rates to suggest feature improvements
Close rate. Whether organic or inorganic, that's the one metric that pays the bills. Click-throughs and open rates are reasonable measures, but the close rate is the one that matters.
For a real estate app company, we eventually measure results based on the number of app downloads. For measuring the effectivity of our content marketing, the most useful performance metrics would be website traffic and page visits, social media reach and engagements, and email subscribers.
Engagement Metrics: Metrics like time on page, bounce rate, or social media engagement provide insights into how well your content resonates with the audience. They indicate the level of interest, interaction, and overall user experience, helping you optimize and improve content effectiveness.
For a real estate app company, we eventually measure results based on the number of app downloads. For measuring the effectivity of our content marketing, the most useful performance metrics would be website traffic and page visits, social media reach and engagements, and email subscribers.
For my business as a startup, I will spend little or no money on paying for ads because I prefer to post my promotions organically on social media and track the social media analytics.
Since we are a tea business, we are heavily focused on generating leads, making conversions, and closing leads. We want to be a leader in the tea field, and we want to constantly achieve realistic and measurable growth.
I think page views and conversions matter the most. Page views mean that I am building more brand awareness and people will hopefully follow the page to keep up to date with our content. Conversions mean that I am building a solid customer base and hopefully building lasting customer relationships. This will keep people returning to my business instead of alternatives because they have already purchased and hopefully like what they received.
I would say organic metrics because as a startup, I will be spending less money on paying for ads and will be doing most of my promotions organically on social media and then tracking the social media analytics which will be the engagements on my posts and the leads as well.
