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Posted on February 23, 2007
RSS consumption and metrics
BY JAMES CLARK
From RSS stats you can demonstrate almost anything that you want to (like most any other statistics, but work with me people). You can highlight trends, show how another integrated marketing helped your feed at a specific time of day, try to gauge some ROI from your RSS feeds or tell what applications or bots hit your feed most often. And don't forget click-throughs. There's tons of information that can be pulled from feeds by tracking them. FYI, if you are not tracking your feeds you should be it will open your eyes to a new group of people standing right outside your door.
My buddy Rick Klau over at FeedBurner has released some great numbers and taken a conversation public, so to speak, that many podcasters and bloggers have had recently. The focus of that conversation has been just what are we measuring with these numbers? Which stems from a conversation that page views are dying as an accurate measure of success. Rick's take is that we are measuring engagement. I would agree.
"Your Content is Bigger Than Your FeedRSS has the ability to more adequately demonstrate engagement since a user actively decides to make your content part of their life. Think of it this way, what if you were able to get people to subscribe to banner ads? What would those statistics look like? You would measure click-throughs, time of day, conversion ratios, etc. Feeds are no different, though more benign. The ad just happens to be your content.
Today's key takeaway is that feeds represent only one aspect of a publisher's overall content consumption. We're living in a world of distributed media after all: people might be reading your content directly on your site, within a widget, via resyndicated headlines on another site, or on a social networking site."
As we creep toward standardization or something closer to a norm for interpreting RSS statistics this post may kick the creep up notch to a walk.
