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What common analytics best measure engagement?

What does "engagement" mean? It’s not how many times readers click “like” on a Facebook post. It’s not how many people are being driven to a page. Engagement is about how involved people are with the content you create and promote to them.

In the quest to track engagement, not raw traffic, you’ll need to empower your newsroom with the right data. This resource suggests different analytics you can monitor — like conversions, scroll depth and comments — to determine how well your website’s content is engaging your audience. This piece is written about content marketing, not news, but the same principles apply.