How to Measure User Engagement With Your Content

Engagement has always been an elusive item to measure, mainly because the term tends to be difficult to define, but measuring engagement with content is entirely possible. Let’s say that you have a website as well as a blog, which is being used for the purposes of inspiring engagement. When trying to measure the level of user engagement with content, several investigative steps are necessary.

Blog Content Performance

Because the content of the blog will be the key driver of engagement, it’s important to measure its performance. This can be done using an analytics tool, such as the one offered by Google. Tools like this will allow you to easily see how your content performs. When you filter the results for blog content only, you can get a list of the most popular articles for any specified period. However, the level of engagement will be not in the most popular blog entries, but in the metrics of each. Things like exit rate will show whether or not a reader remained on your site, and for how long.

Analytics tools will also show metrics like average time spent on a particular page. Even though this may not be the most accurate metric, it will indicate the particular weakness or strength of content.


In addition to looking at blog content itself, it’s also important to determine the source of visitors to that content. For example, a blog entry can also be the way in which a user first visits a site. In other words, a blog post can, when it attracts visitors in this way, also serve as a landing page.

Where you Post your Links

The links to the content of your blog can be put anywhere. One good place is your Facebook page. This is because Facebook has its own analytical tool called Facebook Insights, which you can use to measure the reaction of Facebook users to your blog content. While the results may not be as positive as you may have hoped, there is still a lot of information you can glean from Insights which can provide you with clues about engagement level.

If you’ve also employed Twitter to market content, you can also benefit from their analytics tool, which will reveal which tweets caused the most interaction. Should your results be disappointing here, it might be time to look at who is following you, and whether or not they are the kind of follower who would be interested in the content of your blog posts.

Although the concept of user engagement measurement via content may remain largely undefined, the data that various tools can provide can offer a lot of clues as to what is working and what isn’t. And although it requires time and effort to get this information, the bottom line is that you will still have some guide to use for improving the content on your blog for better engagement.