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"I hate engaging content!" said no one ever.

 


   
     It is well known that the ability to create engaging content for consumers is always in high demand. In return, tracking total engagement is a necessary evil in knowing how interesting your content is.     

    Suppose marketers were only to assume that their content was engaging and found interesting does not mean that consumers will. In that case, there is an overall bias when it comes to one’s creations, so the marketers will not judge how engaging their content is. An outside perspective is needed; this is where consumers come into play. Consumers provide the data required to decipher if the content is engaging.

 Engagement Metrics 


     • Page Exit Ratio- Number of times a page has been exited divided by the total number of page views of the same page

     • Single Page Visits Aka Bounces- when a consumer only visits one page, then automatically leaves the website. 

    • Bounce Rate- the number of visitors that leave a webpage without acting on the site/page

     • Page Views per visit- how many total pages did the visitor view before exiting the website. 
    
     Each of the metrics shown above helps represent consumers’ interactions with the overall website. These metrics will measure and describe the interactions that consumers/visitors have with the website and how much of the website is being explored and used, representing the weaker points within the website. 

     Data is ultimately the backbone of all successful marketing projects, and this success can be measured in several ways. One of those is how consumers engage with the website overall, mainly if specials are being run that have unique pages on the website as. This could monitor how many consumers are coming to see the web page and engage with the web page and products shown on the page. 

     Within Google, Analytics marketers can gauge engagement by tracking bounce rate, pages/visits, and avg. Visit duration according to Megalytic. While the data is being tracked, it is not the raw numbers, but it represents the information within averages overall, summarizing consumers’ engagement as a whole. With the meeting in the form of standards, it does not measure the size of the audience, which can lead to misrepresentation of data.
    
     While putting the data into an average format, it tells you about the behavior of the average consumer that fits into the mold of what everybody else is doing on the website; it leaves the question of what the outliers are doing. 

     Not every consumer will view three pages but leave within thirty seconds. If your website is getting spread throughout social media, you never know when it will suddenly blow up and get attention from consumers worldwide. These consumers might only view one page, but how long are they on that page? Are they engaging with the page? Are they scrolling through products that are listed? 

     There are numerous questions that a marketer needs to ask themselves when seeing how consumers are engaging and what patterns these consumers are forming within exploring the website and other forms of engagement within the company, such as social media.

References 

Staff, M. (n.d.). Measuring engagement with Google Analytics. Connect All Your Data for Client Reporting and Dashboards. Retrieved March 20, 2022, from https://www.megalytic.com/blog/measuring-engagement#:~:text=Out%20of%20the%20box%2C%20Google,audience%20and%20can%20be%20misleading. 

Comments

  1. AnonymousMarch 21, 2022 at 1:22 PM

    Hi Samantha! I enjoyed reading this blog post. I am curious, what do you think the most important metric for measuring engagement is? Looking at those four metrics, I think bounce rate is extremely important because it can tell you if you have a technical issue on your website. What is your opinion?

    ReplyDelete
  2. Taylor Hinkle March 23, 2022 at 7:52 PM

    Hey Sam,

    I enjoyed reading your take on the value of engagement metrics! I agree that for marketers in an efforts to avoid just assuming that their content is engaging enough for the brands target audience/users these metrics are apart of the backbone in a successful campaign. Thank you for sharing your insights!

    ReplyDelete

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