Digital Publishing Dilemma: Which Metrics Can You Trust?


Oh, the dilemma! What digital metrics will best measure your audience engagement?

Niche friend and publisher Cecily Hastings of Inside Publications tipped us off recently about an interesting Newsosaur blog post. It explains well the dilemma of analyzing digital audience engagement. What numbers can you really trust?

The blog post points out some of the issues with the current metrics:

  • Unique visitors: Some experts say these stats can be 5x too high!
  • Pageviews: A page served to a viewer doesn’t necessarily mean it’s been viewed/read.
  • Social media shares: Sure, all publishers want their readers to do this on FB, Twitter, by video, etc, because word-of-mouth recommendations are very valuable. But are the sharers scanning only the top or are they actually reading down to the bottom? Hard to know.
  • Ad clickthrough: Clicks by mistake on mobile devices happen all the time. Plus there’s the bandits…

We asked our digital ad sales expert, Ryan Dohrnwhat niche publishers can do now to more accurately measure their audience engagement. Here’s what he told us: [Read more…]