Why publishers’ engagement metrics are all over the map

Publishers are increasingly relying on engagement measurements to show their ability to reach audiences on Facebook. But it’s getting harder to tell what engagement really means. Analytics firms all have slightly different ways of measuring engagement (do you count native content or just links? Just text or video and images, too?) With hundreds of different metrics available, publishers are engaging in "cherry-picking on steroids," Horizon Media's Maikel O'Hanlon said. And publishers aren't always open about the methodology behind their numbers, leaving agencies to have to parse them closely. The post Why publishers’ engagement metrics are all over the map appeared first on Digiday. Continue reading at 'Digiday'

[ Digiday | 2016-06-28 00:00:00 UTC ]
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