The ecstasy of digital publishing is that it enables the granular measurement of everything from traffic to ad clicks. The agony is trying to figure out which metrics matter. That’s the vexing issue we’re going to tackle today, but, first, let’s get real:
There are more questions than answers and more opinions than facts. Given ongoing advances in technology and analytics, best practices for audience measurement not only will continue to evolve but also to provoke ongoing and vigorous debate. The latest thinking on audience measurement is described below, but you can be sure it won’t be the last word.