It’s astonishing that, given the wealth of data we’re now able to collect from our digital marketing efforts, we’ve continued to create PDFs without complaint. With web content, we can track which pages someone has visited, how much time they spent, where they clicked, even where their eyes rested on the page. You know what you can track with PDFs? Downloads. That’s it. So why do we keep investing serious writing and design efforts to create assets that are a total black box when it comes to performance?
Luckily, we have a much better alternative available to us today—interactive content. Not only is interactive content a thousand times more engaging than a boring PDF, but it also provides robust analytics you can use to evaluate how your content is performing. To me, this second benefit is just as exciting as the first. I can now improve my concepting and writing based on real live data from real live viewers! Pretty sweet.
As with any web property, you can track a number of different metrics when it comes to interactive content. However, there are a few key ones that are most valuable in terms of optimization. In this article, I want to walk you through 7 metrics that matter for interactive content.