Pageviews are vanity. Pipeline is sanity. This chapter cuts through the noise and gives you the only 5 metrics you need to track to prove content ROI — plus a simple dashboard you can set up in 30 minutes. No more drowning in data that doesn't drive decisions.
The 5 metrics that actually matter (and why the rest are noise)
How to set up a content attribution dashboard in 30 minutes
Connecting content to pipeline: the UTM + CRM method
Benchmarks by industry so you know what 'good' looks like
How to present content ROI to your CEO in one slide
If you're tracking pageviews, time on page, and social shares as your primary content metrics, you're measuring the wrong things. These are activity metrics, not outcome metrics. They tell you what happened but not whether it mattered. The only question that matters is: did this content help us generate revenue?
“The only 5 metrics you need: traffic-to-lead rate, content-sourced pipeline, email capture rate, content-influenced deals, and cost per lead by channel.”
— Page 42
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