Measuring Content Performance
If you cannot measure content, you cannot improve it or justify the investment to anyone holding the budget. The trick is choosing metrics that reflect your actual goals rather than vanity numbers that look impressive but mean little.
Different content has different jobs, so the right measure for a top-of-funnel blog post differs from that for a product page meant to drive sales directly.
Metrics Worth Watching
Match the metric to the purpose of the piece rather than tracking everything and acting on nothing.
- Organic traffic and which queries bring it.
- Engagement, such as time on page and scroll depth.
- Conversions — enquiries, sign-ups or sales.
- Assisted conversions where content played a part.
From Numbers to Decisions
Data is only useful if it changes what you do. Review regularly, look for patterns rather than single spikes, and let the findings shape your next round of planning. A report nobody acts on is just a tidier way of guessing.
| Goal | Metric to watch |
|---|---|
| Awareness | Organic traffic, impressions |
| Engagement | Time on page, scroll depth |
| Conversion | Enquiries, sign-ups, sales |
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.