DIGITAL MEDIA KPI EXAMPLES

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Learn from your best-

reading pieces
As an online publisher, or a blogger, you need
to know which content is bringing a lot of traffic
so as to reproduce a potentially successful
topic. This is why you need to track your top
articles and rank them by number of readers.
Of course, the raw traffic figure doesn’t speak
for itself, and you should analyze it along other
metrics – like the time on page, bounce rate,
conversion rates – so as to make sure that it is
not “accidental” or that the title was not
misleading. A high traffic with an equally high
bounce rate might tell you that the tagline was
catchy but that in the end, visitors didn’t find
what they wanted there.

Performance Indicators

Use these pages to your advantage by understanding the success factors behind it: is it the topic, the format, the writing style?
And reproduce these best practices for future articles.

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● Online Publisher Dashboard (/dashboard-examples-and-templates/digital-media#online-publisher-dashboard)

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TOP CONTENT CATEGORIES

Circle the type of articles that attract the most readers on your platform
You may or may not have a niche market newspaper, you still have specific categories in which your articles are classified.
Evaluating the number of readers each category receives on a daily, monthly or annual basis will give you an idea of where
people find quality content on your website, or what people look for when going on your website. It is interesting to read this
digital media KPI in parallel with the percentage of articles actually published per category. If you realize that the category with
the most users has the fewest number of articles, you may think about changing your strategy, or find the reasons behind such a
success with less material.

Performance Indicators

If you find a type of articles that has few publications but a lot of readers, you might want to reproduce this content so as to
attract more visitors.

Relevant Showcase Dashboard

● Online Publisher Dashboard (/dashboard-examples-and-templates/digital-media#online-publisher-dashboard)

SUBSCRIBER BY AGE AND GENDER

Analyze the profile of your readership
Just like any online business, you want to know who visits your website. Subscribers are the very readers you want to pamper,
as they pay to get premium access to your material: having an insight on who they are and their demographics – age, gender,
location, but also their interests – will give you a lot of material to adapt and customize your content for them. You cannot
address a 50+ year-old readership the same
way you would engage millennials. The
referential is different, and so is the
relationship to technology. The topics you want
to talk about – even if you already have an
editorial line, as an already existing print
publisher – will not be the same nor will be the
writing style, tone, and interactivity level.

Performance Indicators

Determine the profile of your readers so as to

understand who they are and personalize the
content the best way possible: where they are
from, what time of the day they are active and
can engage with your content, etc.
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● Online Publisher Dashboard (/dashboard-
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media#online-publisher-dashboard)

ANALYZE AND VISUALIZE YOUR DIGITAL MEDIA KPIS WITH A FEW CLICKS

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AVERAGE CLICKS PER POST

Calculate how many clicks your content gets
After the publication of an article, you want to monitor a couple of metrics to learn more on how readers react and interact with
your content, especially on social platforms. Just like the first digital media KPI of this page counting the top articles per
readers, the average clicks per post is a metric you want to analyze along other indicators: the bounce rate, time on page,
scrolling behaviour, etc. A decreasing trend doesn’t mean that you are doing worse, as it may indicate a better targeted
headline, especially if people stay on the page and actually read after clicking. Catchy taglines can sometimes tend to be
“clickbait”, which is highly disregarded by readership who may take your business less seriously afterwards.

Performance Indicators

Evaluate the click efficiency hand in hand with the bounce rate and time on page, so as to have a better understanding of your
performance.

Relevant Showcase Dashboard

● Social Media Engangement Dashboard (/dashboard-examples-and-templates/digital-media#social-media-engangement-

dashboard)

AVERAGE SHARES PER POST

Evaluate how many times your content is shared on different social media
platforms
The average shares per post is one of the digital media KPIs that tells a lot about the reception of your content by your audience.
This is an important aspect of your online presence, because it says if your fans or followers are interested in what you say, and
it increases your name’s recognition. Indeed, not only do they reflect how popular a post is, but they do increase the total reach.
The more shares you get, the more likely your
content is to be read; not just because
someone else than you shares it to his/her own
audience, but because algorithms place it on
top of the newsfeeds of that person’s followers.
Social shares are part of the general
engagement rate, i.e. the interactions users
have on your page.

Performance Indicators

The more shares you get, the better it is for

your content – unless it is highly polemical and
tarnishes your reputation.

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● Social Media Engangement Dashboard
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templates/digital-media#social-media-
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NEW VS LOST FOLLOWERS

How many followers did you gain in total?
Your followers’ growth measures the number of followers you have gained compared to the ones you lost over a certain time
period. We may think that the more followers, the better, but that highly depends on your company size, industry, and on the
platform you are counting these followers. As a publishing business, you want your content to reach as many people as possible,
but if you are specialized in engineering heart nanotechnologies content, that may definitely lessen your scope. In any case, you
need to analyze the changes in growth to spot any spike – good or bad – and understand the reasons behind it to reproduce the
good work, or avoid redoing the bad one.

Performance Indicators

Make sure you know how different platform work and which audience you can reach there, then set your goals and objectives
respectively.

Relevant Showcase Dashboard

● Social Media Engangement Dashboard (/dashboard-examples-and-templates/digital-media#social-media-engangement-

dashboard)

FLESCH READING EASE

Adapt your writing style and measure its complexity
For SEO writers, this is a score that is not unknown. Indeed, many content analysis tools feature a plugin that goes through your
text and evaluates how difficult it is to read, according to certain criteria and coefficients. It is a readability test developed in the
U.S following this formula: 206.835 – 1.015 (total words/total sentences) – 84.6 (total syllables/total words). The higher the score
is, the easier the text. On Wikipedia, article
about sportspeople are the easiest to read with
a Flesch score of 58.68 on average, while the
philosophers’ pages have the lowest score with
44,62. Benchmark your articles to measure the
average Flesch Reading Ease score and see
where your magazine is situated.

Performance Indicators

You can perform A/B tests with articles dealing

with the same topic, and see if a lower or
higher Flesch score impacts your audience
engagement with your content.

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● Content Quality Control Dashboard
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AVERAGE COMMENTS PER ARTICLE

Track the comments your articles receive on your platform as a quality
indicator
The number of comments you receive on your posts belongs to the same category as the shares: engagement level. However,
comments are often considered as the likes – a vanity metric. If one only relies on such metric to evaluate performance, there
are high chances that indeed, one may be fooled. But comments have a real engagement and quality aspect: they show how
good your content is by having people actively
writing and posting their opinion. It is not as
'passive' as a click on a like button for instance,
because the reader takes the time to think
about the article and write something.
Encouraging your audience to share their
thoughts and participate in the conversation
also makes them more likely to come back and
read the reactions.

Performance Indicators

Involving yourself in the comments section

makes you more “human” and brings your
closer to your audience, which is widely
appreciated.
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● Content Quality Control Dashboard
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STORY TURNAROUND TIME

How long does it take an article to get published?
The story turnaround time is nothing specific to digital media metrics, and exists since printing press is out and running. In the
publishing business, the timeline for an article to be out varies greatly – depending on the author, the type of news, the project,
the nature of the newspaper or magazine (daily, monthly, quarterly?). It represents the time a topic is approved in creative or
budget meeting, to the moment it is published, going through several phases: conception, editing, revisions, publication and
finally archiving. This turnaround time doesn’t have a particular timetable to follow but you should have an idea of the average
time each stage requires for your type of publications.

Performance Indicators

Measure each stage of the publishing funnel and set specific time-targets.

Relevant Showcase Dashboard

● Content Quality Control Dashboard (/dashboard-examples-and-templates/digital-media#content-quality-control-dashboard)

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