What Digital Edition Engagement Reports Can Tell Us
Better data leads to better sales opportunities.
As we find ways to get our digital editions opened by our audience on any platform, we also need to understand the level of engagement we have within the digital editions. Below I’ll discuss the various levels of data that you’ll need to compile into one report to understand your digital readers and to help your publisher sell the digital edition banners and different ad spots more effectively.
What Data Should You Compile?
Our digital edition reporting is done via Comscore. It’s not very user friendly, but with some basic training and patience you should be able to get all the information you need to compile this report. First, start by collecting the number of emails that are deployed with the digital edition link to your subscribers. This includes sents, opens, and click-throughs. Then, download your issue data from Comscore (or whichever reporting system that is linked to your editions). This will include traffic report, platform report, clicks on links by page, page view summary, editorial page report, sponsor banner ad report, plus other data depending whether you have videos or other rich media in the digital edition. Here are some examples:
Email Deployment Stats
This is the report from your email deployment system.
Traffic Report: Comscore
This report comes from the Comscore reporting system. It provides information that is similar to what we are used to seeing from Google Analytics for our Web pages, but for our digital editions. This is one of the most important reports because it gives you an overall picture of how many unique readers are interacting with the digital edition by issue, as well as page views and average time spent per open.
Platform Report: Comscore
The platform report provides data the traffic report has, but it separates the audience by the platform that they used to access the digital editions. This report will tell you the level of interactions you have on different smart devices versus those accessing the issues via desktop browsers.
These are just a few of the reports or engagement information that you can compile for your digital editions. The most important thing to keep in mind is that you need to compile what you need to make smarter/better branding or promotional decisions as well as what your publisher needs.
It takes a lot of time and effort to keep these reports up-to-date on a monthly basis, especially if you handle multiple brands. At New Bay, we have been able to help our publishers gain more information about our digital audience engagement with these reports which they in turn can use to sell ads. (Many brands have been able to successfully sell digital ads due to this data). On the audience development side, we’re able to understand what impacts our increase in unique readers and we’re working hard to increase our engagement with every issue.