Recently, our team developed a proprietary formula to properly measure the level of engagement a web visitor has with any particular piece of web content.

By leveraging data found within Google Analytics, we build the following formulaic equation and named it the Aggregate Engagement Index™.

Here is the formula:

((AP x AT) x (1-AB)) + (0.1 x AP)

  • AP = Average Page Views
  • AT = Average Time on Site (measured in seconds)
  • AB = Average Bounce Rate

The Aggregate Engagement Index™ enables us to compare the relative engagement levels of each traffic source to The most engaged audience is the one that receives the highest rank value.

Notice that the formula doesn’t place emphasis upon the amount of traffic arriving at the particular page. We specifically made this decision to give all pages an “equal opportunity” against pages like the home page of a website, etc.

For a few examples of how this works, let’s take a look at some sample data below:

Referral Source Visitors Avg. Pages Avg. Time Avg. Bounce Engagement Rank
Blogs 68,849 3.14 264.32 49.72% 4.48
Facebook 16,579 1.93 146.52 70.67% 1.02
Other Social 4,159 2.99 266.29 54.79% 3.90
Twitter 6,158 1.65 98.71 74.02% 0.59
YouTube 584 4.21 355.48 38.18% 9.66

In this example, I am attempting to measure the engagement rank associated with visitors from a particular type of referral source (in this case, social networks).

As shown in the chart, visitors arriving at my website from Blogs represent the largest amount of visitors, but visitors arriving at my website from YouTube are 115.67% more engaged in my content.

Pretty cool, huh? This can tell me a number different things (I need to focus more attention on attracting visitors from YouTube, Facebook visitors are “overrated”, Twitter visitors are the least engaged, I need to focus on blog syndication, etc).

I hope you enjoyed.

— GC