3 Top Metrics for Tracking Content Success (+ 2 Curveballs)

Content is a powerful branding tool. In fact, brand recall is 59% higher for readers of sponsored content than for those who see traditional display ads, Forbes reports.

But measuring success can be tricky. Unlike other digital marketing, the goal isn’t just clicks — it’s trust-building. How do you know if enough of the right people are engaging with your article?

At Zoe Marketing & Communications, we’ve tracked thousands of campaigns. Here’s how to assess your core content’s impact, from key engagement metrics to unexpected variables that can skew results.

Ready to Reach More Customers?

Connect with your best prospects — and drive more conversions — with a custom mix of digital ads, content, email, streaming ads, SEO, creative services and more.

3 content marketing metrics to track

1. How many views did the article get?

This is a pure volume metric: How many views did your article draw? It can be a clue about topics that are resonating.

To find it: Start with total views and unique views — both available in Google Analytics under Behavior > Site Content > All Pages.

• Total views: Every time a page loads, reloads or is revisited, it counts as a view. This helps gauge reach and visibility.
• Unique views: This counts individual readers, eliminating repeat visits. If this number is 5%-10% lower than total views, it suggests repeat engagement — a sign of strong interest.

Zoe campaigns typically see 1,000-2,000 views per month, with viral articles exceeding 5,000 views. Tracking this helps identify what’s resonating.

2. How much time did people spend on the article?

High views are great, but did people actually read the content? Look at “Avg. Time on Page” (next to pageviews in Google Analytics).

• Compare read time to article length: Readers average 200 words per minute. So, if your article is 800 words, expect a 4-minute read time.
• Use a Read-O-Meter: Skip the math — tools like Read-O-Meter estimate reading time instantly.

If your “Avg. Time on Page” matches or exceeds the expected read time, your content is holding attention.

Bonus: Scroll depth tracking

Want to know how far readers actually scrolled? Use Google Tag Manager to track engagement at 25%, 50%, 75% and 100% depth.

(Tip: Some people skim to the bottom for the recap — so “100%” doesn’t always mean they read everything.)

3. Where is traffic coming from?

Find out who’s driving traffic to your article. In Google Analytics > Secondary Dimensions, select “Source/Medium” for insights on:

• Referrals: See if traffic is coming from Google (paid or organic), email campaigns, social media (Facebook, LinkedIn, etc.), or your website.
• Geography: Under Secondary Dimensions > City, check if traffic aligns with your target market (e.g., metro Detroit or Chicago).

2 curveballs to watch for

Even strong metrics can be misleading. Keep these factors in mind.

1. Be realistic about clicks

Clicks aren’t the main goal of sponsored content — trust-building is. Sponsored articles often have CTR rates of ~0.6%, but those who do click tend to be highly engaged.

2. Viral traffic isn’t always valuable

If an article gets 5,000+ views, it might be performing well on Google Search — but are those visitors in your market? High out-of-state traffic may not directly translate to customers, for instance, though it still boosts credibility.

Next steps for tracking content success

Tracking views, time on page and traffic sources helps measure your content’s impact. As you refine your tracking, patterns will emerge, revealing what works and where to invest next.

Need some support? Talk to us at Zoe Marketing & Communications. We have deep content roots and can help build your content and support your tracking.

Or, to learn more about content, explore:

• Why content is a long-term strategy
  How much sponsored content costs