On the other hand, prolonged-time spent on detailed articles or white papers is a positive reflection of user engagement. When deciding what to measure, be specific about your content goals. What should you measure against the purpose of your content? Here are some ideas: Exposure - content views, impressions, backlinks Engagement - time spent on page, clicks, ratings, comments Conversions – Purchases, Closed Content Signups, Returns, Clicks Redistribution - Share, Pin After industry mailing list have determined your quantitative criteria, you need to determine a benchmark. What are you measuring? Industry Standard? Internal standards? A little bit of both? A good starting point for research on general user behavior standards is the Nielsen Norman Group. If you want to focus on your industry, check out your industry marketing group or even enter something like "web metrics for the best user experience in [INDUSTRY]." Find general web user behavior standards from