Giving new framework to old metrics
There is a hazy sense of certain metrics being more important than others, such as downloads, shares, click-throughs and purchases. But the lack of industry standards means some content creators struggle to keep up with this month’s favourite flavour of content platforms, tracking dashboard, and targeted audience behaviour.
As a panacea, content publishers often turn to volume metrics as a sign of their content’s success. ‘Vanity’ metrics, such as how often a piece is viewed or shared, are also used as evidence of a piece of content’s viability. But unless the metric is directly tied to a business goal, it remains vanity for the content creator and doesn’t add business value.
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