📊 Measuring Content Performance the Right Way. Leading vs Lagging Indicators
Measuring marketing success isn't one-size-fits-all. To get meaningful insights, you need leading and lagging indicators, tailored metrics, and awareness of time horizons.

Key principles:
• Leading vs. Lagging Indicators: Don't just measure immediate results; track early signals and long-term impact.
• Tailor Your Metrics: Match the metric to your content's intent, format, and channel. Watch time works for videos, scroll depth works for articles-don't mix them up.
• Time Horizons: Consider seasonality, trends, and the length of your sales cycle. For example, B2B SaaS sales in Europe may drop in December-this isn't a failure, it's expected.

💡 Pro Tip: Trust and affinity metrics differ from "buy" or "use" metrics. Choose the right KPI for your goal, and don't panic over short-term dips.