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Using Metrics to Understand
O li News A
• Actions channels that indicate
• Key indicators
– Site, mobile or otherwise
– Social media
Engagement: Want it, need it
Advertisers can reach audiences directly, but they need…
…additional channels to reach other, specific audiences
…data that shows a targeted audience is part of a
community in which relevant advertisers belong, too
”..the true value of a network is measured
IAB site ad,
10/10 by the frequency of engagement of the
participants ” -- IAB Social Media Ad Metrics Definitions, 5/09
What’s it going to take?
What verbs indicate engagement?
Vi it , regularly
Read/view content, a l
R d/ i lot
-- rate, print, vote, take a poll, click on an ad
-- share, e-mail, comment, contribute
What needs to be measured:
All ways a person can engage with y
y p g g you*
* not “all the places you put content and hope everyone will come”
Audiences, actions, metrics differ by channel
SITES SOCIAL MEDIA
1. Who? How many?
In target audience? ? ? ? ? ? ? ?
2. No. f i i ?
2 N of visits?
How often? ? ? ? ? ? ? ?
3. What did they see? ? ? ? ? ? ? ?
Did they get want
4. Did they interact?
y ? ? ? ? ? ? ?
What did they do?
* Different metrics, methodologies for each channel!
Counts only indicate a person was there
t least once (and maybe only once)
t ( d b l )
Our site has 5,000 monthly unique visitors.
Last Tuesday that story got 20,000 page views.
y yg , p g
The average time spent on our site last week
was 24 minutes.
Our iPhone app was downloaded 10,000 times.
We have 2,000 fans on our Facebook page.
We have 5,000 Twitter followers.
An upside to pay walls!
Understanding, serving audiences and
advertisers better in all channels
Capture as much info as you can in registration
Who they are, where they live
What they’re interested in based on your unique content
(don’t assume interests from demographics, residency)
Explain why you need their info
Key Performance Indicator #1: Visits
A visit is counted
someone comes to a site
An increase in visits? Always good.
A decrease in visits? Always bad.
Visits from new visitors
Vi it f i it
Visits from returning visitors
How often are they visiting?
What, how much are they seeing?
Key Performance Indicator #2
Visits per unique visitor
Key Performance Indicator #3
Page views per visit
When audiences - new and returning -
Wh di d t i
come, are they staying?
Key Performance Indicator #5
Bounce rate percent
of the landing page
where most visits start
“I came. I saw. I puked.”
-- Avinash Kashik on bounce rate
A bounce: a visit with only one page view 11
Metrics needed for hyper-local, paying
di d ti
Percent of content, visits to each specific niche
Terms used in
engines – most,
Your site, as seen
By topic AND geography, e.g.,
y p g g p y, g , fewest, zero results
, by a user
editorials about Westside
…aren’t current audiences visiting and engaging with you more?
Get as much info as you can from every action taken on your site
An anonymous rating is the lowest level
indicator of engagement
Consider site surveys, but treat them like focus groups
“What was the purpose of your visit today? Did you find what you wanted?”
…aren’t new audiences visiting? ?
Old-fashioned but highly
surveys are the only way to
get data for crucial strategic
Interactivity is essential
f increasing traffic to your site
i t ffi t it
Facebook Insights – daily stats*
No of active users
No. of likes
No. of comments
Have different pages by topic
to increase community, make
Encourage lots of active users
analysis more insightful
to avoid dominant
commentators who might
t t h i ht
* Enter daily numbers in a spreadsheet for trending, rolling up into weekly/monthly totals
Track tweets, retweets, traffic
about a specific page/topic
b t ifi /t i
Advanced search by
keyword, Twitter handle
No. of tweets, retweets
Enter numbers in a spreadsheet for trending 16
Don’t settle for page views!
Use the right metrics that will
assess your full impact
1. Across all channels
2. By specific audience segment
3. By the small and large actions audiences took to indicate
, g g
USC Annenberg School for
Communications & Journalism