Get to know the 28 content marketing metrics you should follow! – WAU

Producing articles, videos and other content marketing pieces requires a lot of research, planning and, of course, measurement. Thanks to the new tools, it is becoming easier to measure the effectiveness of campaigns, but looking at all the existing metrics can still be a little frightening. And it is not for less: it is possible to measure practically everything when working in the digital market. […]

Producing articles, videos and other content marketing pieces requires a lot of research, planning and, of course, measurement.

Thanks to the new tools, it is increasingly easy to measure the effectiveness of campaigns, but looking at all the existing metrics can still be a little frightening.

And it is not for less: it is possible to measure practically everything when working in the digital market.

How to know what are the content marketing metrics most meaningful to your business?

Simple! For you, our reader, we have brought these most important metrics, separated into categories and according to the main channels you need to consider for measurements.

This way it is easier for you to identify which metrics you will use to strengthen your position and achieve your marketing goals!


Consumption Metrics

This type of metric shows when, where and what kind of content people are consuming. And who are these people.

Tracking these metrics allows you to know your audience’s behaviors and get closer to the business goals.

Blogs or websites

Page visits: with this metric you can see how many and which pages are most accessed from your website or blog. This makes it possible to identify the type of content that most interests your readers.

Unique visits: helps you discover the size of your audience, as it is possible to know the percentage of new visitors and visitors who are returning to your content.

Time spent on the page: shows, in minutes, the average time spent by each user on each of the pages on your site. It allows you to find out if readers just enter the page and close immediately, or if they stay longer to consume all the content.

You can measure all metrics using Google Analytics and if you still don’t know how to use it, check out our complete guide we’ve prepared on this tool!


Using your email marketing software (such as Mail Chimp, Aweber, Infusionsoft, etc.) you can measure all the options below.

Opening email: shows the number of people on your list who clicked to read the email you fired. Another important information is the opening time of the most common email among people who opened it. With these metrics you can discover the type of subject that most catches the attention of readers and trigger the email at the most convenient time for your list.

Clicks on email: in this option it is possible to check who clicked on the links you inserted in the message. From these insights you can sort your contact list by different interests.

ebook email marketing


It is the contents such as PDFs and eBooks that you make available for download, either as “digital bait” or as materials that you send to those who are already on your contact list.

Downloads or completed forms: you can measure content consumption simply by counting the number of downloads your material has had. For materials that require filling out a form, just analyze how many people have completed their data.

Retention Metrics (subscription)

They allow you to analyze your ability to hold the attention of anyone who comes in contact with your material.

Blogs or websites

Return rate: shows the percentage of visits from users who have already been in contact with some of your content, versus the rate of new visitors. It is important to keep a balance between these two rates and to know that the relationship with each one is different.

Bounce Rate: is based on clicks on and off your site. If the person closed the window on the same page they entered (without browsing or clicking on anything else on your site), this is counted in the bounce rate.

Pages per visit: counts the number of pages or other links that a single user visits while browsing your site.

Frequency of visits: measures how often users return to your site, or the average number of days that have passed since the last visit.


Unsubscribe rate: allows you to keep an eye on how many people unsubscribe from your list. It is also important to measure how many new registrations you have, so that the contact list keeps growing.

Social media

Followers (follow): it is nothing more than the number of people who follow your brand profiles and pages on social media. It is important to grow this number so that more people are directed to your main website.

Social Media Marketing Kit

Sharing metrics

With them, you can see if you are really producing content that your audience wants to receive. This is done by measuring how much people approve and share what you publish.

Social media

Shares: measures the number of shares (shares) of your posts. This metric allows you to understand what type of content most interests your followers, and can produce viral posts.

Likes: measures the number of likes of your pages and posts. The more likes a content has, the greater the chances of it appearing in the feed of other friends and followers.

Engagement metrics

Ideal for you to find out if your content is causing readers to take action. They also measure how often people engage with your materials.

Blogs or websites

Session length: lets you know how much time someone spends consuming your materials on different pages, in a single visit.

Pages per session: counts the number of pages that the same user visits, revealing if he is interested in different content on your site.

Blogs or websites + social media

comments: measures the interaction of people with your material, either through comments on the website or through discussions on social networks, providing a good idea of ​​the level of engagement of your content.

Prospects metrics (leads)

They help you keep track of funnel activities, so you can direct leads to specific parts of your content.

Blogs or sites + assets

New prospects generated: you can use your email marketing and CRM (Customer Relationship Management) tool to find out how many leads have entered your contact base after accessing your content.

Prospects achieved: is the number of leads that interact with your content when they are already on your list, showing the reach of your material.

Funnel conversion rate: allows you to see which of your content moves your contacts to the narrowest part of the sales funnel.

lead generation kit

Sales metrics

They are essential to know how your content is influencing the narrowest part of your funnel – that is, your sales!

Blogs or sites + assets

Sales generated from the funnel: this metric counts the amount of sales you generated from the lead’s contact with your content.

For example: a user arrives at your blog post, signs up for emails and later receives an offer from the sales team. This is what we show in this case study.

Funnel-influenced sales: shows the amount of sales that were influenced by the lead’s contact with your content.

Unlike the previous metric, it does not measure the first interaction, but any contact that has occurred between the prospect and the content marketing pieces.

Sales and Marketing Metrics

Production metrics

They measure your efficiency – that is, the use of time and money – in producing content. Consider that it is important to know how your resources are being spent.

Blogs or sites + assets

Time for publication: gives a measure of how long it takes you or your team to produce and publish content based on an idea they had. This metric reveals the efficiency of your content production.

Content production rate: it also measures your efficiency or that of your team. With this metric you have the amount of content that your team produces in a given period of time.

Reservation of content: demonstrates whether you produce content at the speed your readers consume.

To obtain this number, divide the average number of days between posts (production metric) by the average number of days since the reader’s last visit (retention metric).

If the number is close to 1, its content is sufficient for the reader’s ability to consume what you produce.

Cost metrics

Like production metrics, cost metrics help you control efficiency.

However, they are more focused on financial costs in the global context of content marketing.

Blogs or sites + assets

Production costs per post: calculates the costs of your team members or freelancers for each content produced. This metric can be very useful for your planning and budget.

Distribution costs per post: sometimes this cost can exceed the production costs per post, since there are more and more means of dissemination.

Some examples are promotion through social media, influential people and native ads.

ROI metrics

ROI metrics combine with other metrics mentioned above to give you a perspective on the costs and values ​​of your content marketing.

Return on investment: allows you to measure the ROI of each content produced. The account is made by taking the revenue generated by a certain content and dividing by the sum of the production costs with the distribution costs.

If the value is greater than 1, then its content is profitable from a sales point of view. This account can be made for certain content or for all of your content marketing.

ROI = Revenue Generated / (Production Costs + Distribution Costs)

Using the most relevant content marketing metrics for your brand will help you to position yourself strongly in the market and always be remembered as a reference.

Now that you have this list of the 28 most essential metrics, just separate the most interesting ones for your goals and start measuring!