A new study is out, thank you eMarketer. According to the American National Advertising Association brands are measuring how their content marketing is working for them. That’s good news!

What’s interesting to us is the overwhelming amount of metrics that these brands track around “engagement.” Likes, clicks, RT’s and conversation volume are what’s important to them rather than pure sales and ROI. It must mean that those consumers in the “top of the funnel” are hopefully making their way through to the bottom at some point. Seems to be more awareness building than direct marketing but that’s what the brands seem to want when it comes to content marketing. It’s also easier to track the top of funnel metrics.

At Dasheroo we publish a ton of content too, you’re reading it now right? We also are big fans of tracking it. We want to see that people on Facebook are engaging with what we publish and click on our links. This enables us to see that clicks back to our website are really growing.

How are we doing this? We track it using our own business dashboards which gives us Insight as to what’s really working. Check out the graph below; using Dasheroo we selected Facebook’s Engaged Users (RED) and plotted it against our Google Analytics direct sessions (YELLOW.) You know what? Our content is driving traffic from Facebook to our blog. Nice!

RED: Facebook engaged users YELLOW: Direct traffic to our website. Posting content on Facebook, sending people back to our blog directly correlates to MORE TRAFFIC!

Let us know how you’re tracking across apps if you are!