Why do you need to know that?

People often struggle to create new KPIs for things. For example, how do we measure how “engaged” readers are with longform stories?

Here’s the problem: What would you change with that information? What does that number tell you? That most people don’t read to the end? You already know that.

99% of the time, it doesn’t matter what the answer is, because the organization will continue to do the same thing. That’s a-ok, to be honest. But if that’s the most likely outcome, why spend time trying to figure out a complicated — or even impossible — measurement?

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