Metrics for Smart Content Management – Metric #4 – Content Distribution Index (CDI)


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The Content Distribution Index (CDI) is another engagement measurement that you can use for benchmarking. The CDI gives you a sense whether visitors believe content is valuable and interesting enough to share through Facebook, Twitter, email and other sharing links that you have on your site, such as AddThis.This is an easy to calculate metric and one that can help you rate overall relevancy of your site.

Content Distribution Index: Measures whether content holds value and relevance based on visitor opinion.

Calculation: Content shares based on total number of sharing links usage divided by page views. A higher percentage of content shares indicates that content was distributed more successfully.

Calculation Note: Sharing events will need to be captured by tagging the article sharing links. As with the other metrics in this series, you’ll have more accurate results if you do not include navigation, search and index pages.

Example: During the month, there were 200,000 total page views and 12,000 article shares. This equals a content-distribution score of 6%. Here’s how a report looked for one of our clients.

Taking a look at the results, you need to account for the number and type of articles that are incorporating the share function. A further analysis is needed to understand whether the article content is relevant and whether the position and presentation of the share link is clear to the visitors. Conduct this with a visitor/visit segment and you’ll be able to see which of your audiences is really engaging with content and which ones aren’t.

Republished with author's permission from original post.

Phil Kemelor
In his role as Vice President of Strategic Consulting Services, Kemelor helps companies deploy and use web analytics successfully. Kemelor, a noted author and speaker on web analytics, is a former journalist, marketing executive and 14-year Internet veteran. He has 10 years of experience in web analytics and previously headed the web analytic program at Bell Atlantic. He co-founded and served as Principal Consultant for the web analytics consultancy at NetGenesis, one of the first web analytic software firms and led engagements with a number of Fortune 500 firms.


  1. Since you republished content, doesn’t Google skip indexing this post or at some point ‘penalize’ the site for duplicate content? Thanks for your insights.


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