Introduction

Attribution tells us if our content is working. But perfect tracking is a myth, so focus on useful, honest ways to measure impact.

What's the problem it solves?

Most content marketers struggle to show how their work helps the business. This article explains how to track content performance in a way that is practical, smart, and useful, even without fancy tools or big budgets.

Quick Summary

Trying to track how content leads to business results is messy. There’s no single tool or method that gives you a perfect answer. But there are smarter ways to think about it. Start by looking at the stakes: if your content has a big impact on sales or budget, use more detailed tracking. If it doesn’t, don’t overcomplicate things. Also, watch out for company politics or misunderstandings about marketing -they can make tracking feel impossible.

Instead of chasing perfect data, make sure every piece of content has a clear purpose. Some posts are meant to drive sales, others to build trust, and some to help your team. Measure them differently. Don’t get stuck on pageviews -focus on metrics that show people are actually reading, scrolling, or returning to your site. Pick a tracking method, like first-touch or last-touch, and use it consistently.

Finally, instead of dumping a lot of numbers into reports, turn your data into real insights. Use URL groups, measure repurposing, and even talk to Sales to learn what’s working. And sometimes, just talking to your customers gives you better info than any software ever could.

Key Takeaways from the article

• There’s no perfect tool for tracking content results - use what fits your situation
• The more money or pressure involved, the better your tracking should be
• Content should have a clear goal: drive action, build trust, or support a team
• Pageviews are shallow; focus on scrolls, engagement time, and repeat visits
• Choose one attribution method and stick with it
• Report by campaign, not just by channel
• Combine business goals with human behavior to find what’s working
• Insights matter more than dashboards -sometimes, just ask your customers directly

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