Web analytics are fundamental to content marketing as they allow us to evaluate the results of what we are doing and to know what’s working, what isn’t and of course, how to improve it. All this is done by setting some actionable metrics, or KPIs, based on the targets we’ve set. These KPIs will indicate whether or not the results we are seeing match up to these objectives. All startups ought to establish some actionable metrics, or KPIs, so they can take decisions that will improve their business.

“All startups ought to establish some actionable metrics or KPIs, so they can take decisions that will improve their business.”

What are metrics and KPIs?

Metric and KPIs are not the same thing. A KPI is a metric used to determine if targets are being achieved. So, we know that all KPIs are metrics of some kind, but that doesn’t mean the reverse is true. They can only be called that once we have selected those that are really necessary for proving the success of our activity.

“KPIs are the metrics that we have selected as being those that are really necessary for proving the success of our activity..”

Below we list a series of basic actionable metrics in content marketing, based on their type.

Range KPIs

Unique visitors.

This metric indicates the number of individual people who visited content over a given period of time. It’s very useful for indicating the content that is generating the most visits.


This KPI allows you to know the geographic location of users. With Google Analytics it’s possible to obtain very detailed information about the geographical location of website visitors, the city or country that is reading the content, that is spending the most time on the website or that has the highest ROI. One particularly excellent use of this data is being able to allocate a larger percentage of the budget to certain geographical locations.

Mobile visits

Knowing the percentage of mobile visits (through phones and tablets) is important in adapting both the site and its content to those devices.

Engagement KPIs

Rebound Rate

This metric indicates when a visitor leaves the website after visiting a single page on it. A high bounce rate may indicate that the visitor did not find what he/she was looking for.

Duration of visit

A KPI that indicates how much time is spent during their interaction with the content. Receiving plenty of visits but with each spending minimal time on the site should concern us, since it is a sign that engagement is poor.

Page views

A high number of page views, especially when it relates to the single-visitor metric, indicates that users are interested in the content.



These are two very useful metrics in content marketing. Startups should be looking for communication with clients more than anyone else, which is why we want them to make comments and interact with us. You often get very useful feedback through comments and mentions. It is also a sign of commitment to the brand.

Share content in social networks

By getting a user to share content in their social networks, its visibility can be boosted exponentially. That’s why you should make it nice and easy through widgets and social network buttons.

Posted by alfredo

Alfredo Gómez is a natural-born entrepreneur. He has a degree in both Audiovisual Communication & Tourism, and specialised in international consulting. His passion for discovering the world gave rise to BigTranslation and JuicyPosts, a translation agency and content marketing agency specialised in e-commerce, among other sectors.

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