Content Marketing Metrics: What to Track and Why
By EmoryDay
October 7, 2025
9 Minutes Read
Content marketing is one of the most powerful ways to connect with your audience, build trust, and drive business growth. But, creating great content is only half the battle.
You also need to know if your content is working. That’s where content marketing metrics come in.
Tracking the right metrics helps you understand what resonates with your audience, where to focus your content marketing efforts, and what you might need to do to improve your overall strategy.
In this post, we’ll cover the most important content marketing metrics to track and why they are important.
Website Traffic and Sources
Website traffic gives you an overview of how many people are checking out your content. High traffic means your content is getting found through SEO, social media, or other channels.
Monitoring traffic helps you see how many people you’re reaching. If people aren’t visiting your site, they can’t engage with your content, share it, or convert. And, knowing where your traffic is coming from can help you see where you might be falling short, so you can beef up strategies for getting traffic from other sources.
For instance, let’s say that you are getting a bunch of site visitors from social media, but not a ton from the SERPs. Then, you’ll want to start focusing on improving your SEO.
How to Track Website Traffic and Sources:
HubSpot suggests using Google Analytics to monitor total traffic, traffic sources (organic, referral, social, direct), and landing page performance.
Website Engagement Metrics
Engagement metrics show how visitors are interacting with your content once they land on your site.
These include:
- Bounce Rate: Percentage of users who leave after viewing just one page.
- Pageviews: The total number of times certain pages have been viewed.
- Average Session Duration: How long users stay on your site.
- Time on Page: How long users stay on specific pages.
- Pages per Session: How many pages they visit.
Measuring website engagement helps you to see if your content is relevant and useful. Strong engagement indicates your content is interesting to your site visitors. And, a high bounce rate or low time on page could mean your content isn’t delivering what the audience expected or wanted.
How to Track Website Engagement Metrics:
Google Analytics can help you track these metrics as well.
Email Marketing Metrics
Email marketing metrics show you how your audience is engaging with your campaigns. Key metrics include:
- Open Rate: The percentage of recipients who open your email.
- Click-Through Rate (CTR): How many people clicked on a link in your email.
- Conversion Rate: How many recipients completed your desired action (like filling out a form or making a purchase).
Tracking email metrics helps you understand if your subject lines are grabbing attention, your content is resonating, and your calls to action are effective. They also show you how much traffic your email campaigns are driving to your website or landing pages.
How to Track Email Marketing Metrics:
Most email marketing platforms (like Mailchimp, HubSpot, or Constant Contact) provide detailed dashboards with open rates, click rates, and conversion data.
Social Media Metrics
According to Digital Marketing Institute: “Social media is one of the most effective channels at a marketer’s disposal. With over 5 billion users, there are a number of social media networks to choose from and they all rely on good content to drive engagement.”
Social media metrics measure how your content performs on social platforms. You’ll want to look at things like:
- Engagement
- Clicks
- Follower growth
- impressions
Track social media metrics to gauge audience interest and reach. High social engagement shows that your content is resonating with your audience enough to be shared and discussed. It also increases reach and drives more traffic back to your website.
How to Track Social Media Metrics:
Most platforms (LinkedIn, X/Twitter, Facebook, Instagram) offer analytics dashboards. You can also use tools like Hootsuite or Sprout Social for reporting.
Lead Generation
Lead metrics measure how well your content converts visitors into potential customers. This might include form fills, email or newsletter list sign-ups, and content downloads.
Lead generation metrics can show you if your content supports conversions. Leads are where content begins to tie directly to revenue.
According to HubSpot, when your content is working, people will sign up for your email or newsletter list because they “will be comfortable sharing their contact information with you and eager to hear more of what you have to say.”
How to Track Lead Generation:
Set up conversion tracking in Google Analytics, or monitor submissions through your CRM or email marketing platform.
SEO Performance
SEO metrics measure how well your content ranks in search engines and attracts organic traffic. Important metrics include keyword rankings, organic impressions, and click-through rates.
Content that performs well in search drives steady, long-term traffic, which means more opportunities to convert visitors into leads and customers. But, HubSpot wants us to remember that “keywords change over time,” so it’s important to check how they are doing and make tweaks if necessary.
How to Track SEO Performance:
Use tools like Google Search Console, Ahrefs, or SEMrush to monitor rankings, keyword performance, and technical SEO issues.
ROI (Return on Investment)
ROI measures the effectiveness of your content marketing efforts in terms of revenue versus cost. According to Digital Marketing Institute, “understanding which content delivers the best results helps maximize the impact of marketing budgets.”
Calculate ROI to prove the value of your efforts. If your content isn’t driving revenue, it’s not supporting business growth. Calculating ROI helps you justify your content budget and focus on what’s most profitable.
How to Track ROI:
Tie revenue from leads or conversions back to the content that generated them. Use UTM tracking, CRM attribution, and campaign reporting.
Track the Metrics That Matter
Content marketing metrics that prove ROI.
EmoryDay Can Help You Track What Matters
Tracking the right content marketing metrics helps you focus on what drives real business results.
By paying attention to these metrics, you can refine your strategy, double down on what works, and stop wasting time on what doesn’t.
At EmoryDay, we don’t just create content — we measure its impact. Our team helps businesses identify the right metrics, analyze performance, and adjust their strategy to maximize results.
Get Your Free Account Today!
If you have any questions about our digital marketing services, just fill out our contact form or give us a call at (888) 494-3810.
Resources:
https://blog.hubspot.com/marketing/content-marketing-metrics
https://digitalmarketinginstitute.com/blog/understand-effectiveness-guide-content-marketing-metric
Frequently Asked Questions
They are measurements that show how your content is performing—covering traffic, engagement, conversions, and ROI.
Tracking helps you understand what’s working, improve weak spots, and prove the value of your content to business growth.
It depends on your goals. For awareness, focus on traffic and impressions. For conversions, look at leads and ROI.
Most businesses benefit from reviewing metrics monthly to spot trends and adjust strategies quickly.
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