Why Measuring User Engagement Is Harder Than You Think

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If you’ve spent any time in a newsroom, traditional or otherwise, you know that publishers are obsessed with measuring where their Web traffic comes from. Whether it’s Google Analytics or Chartbeat, or comScore, or Omniture, or any one of a dozen other providers, tracking where readers come from is a crucial part of online media—mostly because publishers need to know which channels are worth focusing on, since there are so many to choose from. Is Twitter your biggest source? Then you should tweet more and optimize your content for Twitter. Is Facebook a big referrer of traffic? Then you need to be aware of changes to the newsfeed and how they affect you.

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