Nudge has re-imagined how to measure content on the modern web. The way that we discover, share and consume content has changed, and in turn, so has our ability to measure. Read on for our metrics.

 

Unique Measures

Measures that the market needed to understand performance in a content world.

 

Attention Minutes

Active Time that a person is consuming the content.

Why it’s important:
This metric is important as some content is consumed but not shared, i.e. health topics, this helps give a balanced measure. Marketers need an objective way to compare the return on investment of different kinds of mediums, measuring active attention time is one way of doing that. Nudge also allows you to compare different traffic sources, by understanding their post-click performance you can see where money is best spent. For example in a recent campaign Facebook was driving 1.5 attention minutes vs 0.7 on Twitter, this does vary campaign to campaign.

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Time to scroll

Duration it takes, on average, to scroll a defined percentage down the page.

Why it’s important:
You can determine if there’s a particularly sticky part of the content by evaluating this metric. Identify where people are spending the most time, where they’re skipping over content and if they’re getting to your content at all.

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Where do people drop off

A visualization of, on average, how far people scrolled down the content.

Why it’s important:
It helps you to determine if you need to change the order of content. For example, on a campaign that included a video asset, people were dropping off before they reached the video. By moving it to the middle, they decreased drop off.

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Earned Impressions

Impressions that arise from a share.

Why it’s important:
Without this metric, you’re unable to track how valuable your shares are. Earned impressions show how hard your engagement with the content is working and whether people are coming back to the read the content that you’ve paid for, once shared. It also allows you to find trends in your data. For example, Twitter might be driving sharing, but not as much earned impressions as Facebook.

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Virality

The propensity of people that have come from a share, to share again.

Why it’s important:
And early indicator for how the content is performing. Along with sharing and earned impressions, virality gives you a complete picture of how social sharing impacted your campaign.

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Updated & Re-invented

Traditional metrics which needed updating for a content world.

 

People

The number of unique visitors.

Why it’s important:
This gives context to your campaigns so that you can say you reached X consumers. It also allows you to compare against other media sources to see which buys are bringing in the highest reach. Further, if someone reads twice in one day, we don’t count that as two People, just one. But it does trigger two impressions.

Nudge removes all bot/non human traffic that is otherwise counted in older systems.

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Bounce Rate

Ratio of people that didn’t engage with the content.

Why it’s important:
It’s a great way to review your different media sources driving traffic to the content and to understand which platforms are working the hardest for you. For example, Facebook might be driving lots of visitors but they aren’t engaging with the content. This is also useful in identifying potential fraudulent traffic to a campaign.

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Baseline

Metrics that you’d expect in a content campaign.

 

Shares

When the content is shared on a social network.

Why it’s important:
We measure this as it helps establish the conversion of a piece of content. If it has been properly targeted, crafted & understood, there should be a baseline level of sharing. It also allows you to find out which social platforms are working the hardest for you and where to focus attention and budget. Utilize our benchmarking to compare against other campaigns.

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Engagement

The ratio of social actions: sharing or liking a piece of content to people.

Why it’s important:
This is a baseline metric for reviewing how your campaign has performed when reviewing against other campaigns, content inside social networks and the Nudge network.

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Total Impressions

The total number of times people have viewed your content.

Why it’s important:
To understand repeat reading of the content and to compare against the unique audience on your content.

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Device

Physical device people viewed the content on, broken down to Desktop, Smart Phone or Tablet.

Why it’s important:
The purpose of this metric is to understand which devices the content is working best on. It can provide great insights for marketers.

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Location

The geographic location of the People consuming your content.

Why it’s important:
This is important for deriving insights as to where content works well and provides validation that campaigns are getting the results where they need it. Further, if you have target geographic areas, your Nudge Account Manager can expose how much geographic reach you had. This can also be matched up against DMAs.

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