We can probably all agree that living in the past turns out to be a little bit detrimental to progress. Most of us will also agree that 2005 has long and gone. That’s why 2005-era metrics pageviews, unique visitors, and other basic “insights” don’t cut it any more. At least, not on their own.
Lately, smarter companies prefer to use advanced metrics. For instance, at Medium, the most important metric is the time that a visitor spends reading an article. They call it Total Time Reading, or TTR. Upworthy uses a metric called total attention minutes instead of pageviews for their posts:
