Metrics and Measurement

Metrics are important to measure the impact of your communications efforts.

Choose metrics that match the goals and objectives of your strategy.


Consider how much time you can devote to measuring the impact of your content. It’s okay to start small. Determine:

What questions to answer


  • Are videos worth the extra production cost?
  • How should we promote our next campaign?
  • What’s the best time of day to post?


Measurable performance indicators

Google analytics and most social networks provide some analytics for free. If you don’t have a budget, you can limit your indicators to these free analytics.


  • Engagement, engagement rate

Roles and responsibilities

Who will manage analysis and evaluation, collect data, analyze data, prepare and disseminate reports. Use a RACI for complex teams.


  • Communicator will collect and analyze data and assign members of content team to prepare a report


Determine the period over which you’ll collect results.


  • At the end of our current campaign, we’ll look to see what has been most effective over the past month

Next steps

How will you use the results of your analysis?


  • If our video engagement rate is 30% higher than posts with photos, we’ll make a video for our next campaign.

Step 2. Measure

Collect and document metrics as planned.

Step 3. Analyze

Look for trends in your metrics, both within a short time span and over weeks. Then, start to answer questions you laid out in your measurement plan.

Quantitative analysis might include:

  • Number of people involved
  • Number of posts overall, average number of posts, highest and lowest number of posts
  • Amount of time participants spend with the engagement

Qualitative interaction analysis might consider:

  • Demographic profile of your participants compared to your target audience
  • Discussion coherence on convening topic vs. focus on extraneous topics
  • Amount of exchange among participants rather than ‘monologue’ posts
  • Participant satisfaction and desire to stay involved
  • Extent to which project goals and outcomes were achieved 

Step 4. Adjust

Measuring isn’t useful if it doesn’t affect your communication strategy. Use your findings to adjust your strategy and measure again.

Analytics glossary

Google analytics

Bounce rate - Percentage of visitors who leave your site after only viewing one page

Sessions - Total number of visits

Pages/Session Average number of pages viewed per session

Average session duration - How long visitors stayed on your site on average

Conversion - A completed activity that’s important to the success of your department

Event type of hit used to track user interactions with content. Eg: download, ad click

Pageviews - total number of pages viewed

Segment - Subset of sessions or users that share common attributes

Learn more: Google Analytics Help Centre


Reach - number of people who saw your post

Likes (reactions) - number of people who hit the like button

Comments - number of people who commented

Shares - number of people who shared your post with their own friends or followers

Video views - number of people who have watched at least X seconds of your video

Engagement - number of likes, comments, and shares combined

Engagement rate - number interactions divided by the reach


Followers - number of people who follow your account

Impressions - number of people who saw your tweet

Retweets - number of people who shared your tweet

Engagement - number of interactions combined

Engagement rate - number of interactions divided by impressions


Likes - number of people who liked your post

Video views - number of people who viewed your video

Followers - number of people who follow your account