Metrics and measurement

The American Press Institute offers publishers software tools and guidance to help them measure their content in new ways and form data-driven strategies. Read more about our Metrics for News program here, and see other recent insights about metrics and measurement below.

How to think about metrics: Clearly define your goals and decide which metrics are relevant

Slack’s former product manager Kenneth Berger says in order for metrics to be useful, you need to know what your goals are and what metrics you should pay attention to that are relevant to those goals. Berger recommends getting in the habit of regularly revisiting your goals, providing context for the data. Berger says: “Quantitative […]

‘How BuzzFeed won the Internet’: 27 percent of its traffic is native Facebook video and 21 percent is Snapchat views

In a conversation with Re/code’s Peter Kafka, Jonah Peretti explains how BuzzFeed “won the Internet” by breaking down its traffic, which he defines to include engagement with BuzzFeed’s content on platforms outside of its website and apps. Platforms are key to BuzzFeed’s success: Facebook native video is the biggest proportion with 27 percent, followed by […]

Trinity Mirror revamps its digital strategy to focus more on analytics and audience engagement

Trinity Mirror’s new digital strategy called Connected Newsroom is increasing the publisher’s focus on metrics. Editorial director for regionals Neil Benson says each newsroom will soon have its own “specialist trends analyst” who will work with the newsrooms to better utilize analytics. Connected Newsroom is an extension of Trinity Mirror’s digital-first strategy Newsroom 3.1 launched […]

Article tags may not matter much for traffic, but tags are helping publishers gain better insights

Many publishers use tags to try to direct readers to related stories, but analytics company found no statistical link between the use of tags and the amount of traffic a site received. However, did see publishers using tags to guide their strategies. Publishers are tagging by article format, paywall status and sponsored content. […]

LinkedIn’s referral traffic to publishers has dropped by as much as 44 percent this year

You might have heard: LinkedIn is building a publishing platform for professionals, and more than 130,000 posts are published with LinkedIn’s publishing tools every week But did you know: LinkedIn was once a steady source of referral traffic for many publishers, but that’s slowing as LinkedIn prioritizes its own publishing tools. In the first 8 […]

How The Globe and Mail uses article tagging to track its paid content

Many news organizations use article tagging for search keywords and topics within a story, but Abigail Edge writes that there are better ways to use article tagging. At Canada’s Globe and Mail, article tags are used to indicate whether a story is behind a paywall or not, as well as for tagging sponsored content. The […]

How The New York Times gets a 70 percent open rate on its newsletters by evaluating what its readers are interested in

With more and more newsletters available, The New York Times is taking a closer look at what their readers are looking for in NYT’s newsletters. NYT executive director of product Dork Alahydoian says they’re taking two approaches: the first goes beyond traditional sections to make newsletters around broad lifestyles and themes, and the second is […]

Why Periscope prioritizes its ‘time watched’ metric over its daily active users as a measure of success

Periscope hit 10 million users earlier this month and it now says overall its users are watching 40 years of video each day on the streaming platform. Periscope explains that its “time watched” metric is the metric it cares about the most, because it’s most reflective of success for broadcasters and value for users as […]

Why a London hyperlocal news site attributes its growth to analytics

London is considered to be one of the most poorly covered parts of the U.K. in terms of local news, but London24 is building an online-only publication for the city. Launched in 2012, the site generates revenue from a combination of display advertising, native advertising and promotions. Editor Kate Nelson says London24’s growth can be […]

Ad buyers are slow to embrace attention metrics because attention isn’t part of how they evaluate performance

You might have heard: Some publishers such as Upworthy are adopting “attention metrics” as an alternative to pageviews, but advertisers have been slow to use attention metrics in place of pageviews But did you know: While some publishers such as The Wall Street Journal and Financial Times have been pursuing attention metrics as a better […]