Content Insights Hub

Browse through the most frequently asked questions.

What is CPI and what does it stand for?

Simply put, CPI is the heart and soul of Content Insights. It’s what runs our application.

CPI is a unique algorithm that gathers all the data from your website and referral traffic sources and studies the relations between a great number of performance metrics to inform you precisely how well your published content has performed across time. CPI is what separates our content analytics platform from the competition, and it’s also the key to revealing the biggest issue facing publishers today: how to effectively and accurately measure the performance of your content. There’s more on this in the following article:


Page Views Versus Article Reads: What’s the Difference?

Unlike Page views which count simple browser events, Article reads is a metric that looks at the number of times a real person opened an article, spent at least 10 seconds on it, and actually started consuming the content. Unlike page views, it requires tab-in focus and human interaction with the page (e.g. mouse clicking, scrolling, etc.)

How is CPI calculated for author/section/topic?

The CPI for authors, sections or topics basically represents the “middle value” of CPIs for each of these categories, published in a selected time period. The author/section/topic CPI changes when you select different time ranges because different articles play a part in the calculation. For instance, the content you had 30 days from now is not the same as the content you currently have on your site. New articles got published.

How do you track impressions? (And what’s the difference between a page view and an article read?)

We don’t count page openings as article reads because we know we need to allow readers sufficient time to actually open the article and start reading. So we look at the number of times readers actually started reading the article.

How do you measure social engagement?

We calculate the total number of social actions, which is the combined number of Facebook likes, comments and shares, Google+ shares, Pinterest pins, LinkedIn shares, likes and comments, vKontakte actions and OK actions.

You’ll notice that Twitter is absent from this list. That’s because all the data we use to calculate this is collected via a public API, and since Twitter shut down their public API, the data from Twitter is available only via the Referrers part of the application.

How do you measure Long-tail content? (And, what is Everlasting content?)

Long-tail content​​ is any article which is still receiving traffic more than 3 days after publication.

Because we know that long-lived content is exceptionally valuable, we’ve made a further distinction with the category ​Everlasting Content​​. To calculate this we compare the content performance of a given article with the average performance of articles published within the last month. If it is higher, it’s given the coveted label of Everlasting. This process is automatically repeated each month until the content ceases to outperform its more recently published counterparts.

What if an article is in more than one section?

This partly depends on how you configure CPI. If the sections are merged then there will be only one CPI, which is calculated by comparing the article against all other articles site-wide.

If the CPI is calculated per section, then the article will display a separate CPI in each. The overall CPI calculation in that case will come from the section with the most articles.


Referrers are traffic sources that bring readers to your website. Content Insights recognizes five different groups of referrer traffic sources: Internal (traffic that comes from within the site), Direct (traffic directly from the URL, that has no disclosed referrer), Search (traffic that comes from the search engines), Social (traffic that comes from major social networks), and Other (traffic that’s not categorized in any of the before-mentioned sources). We analyze all the data coming from these sources within a specific – or specified – period of time. The main goal of analyzing and reporting on segmented referrer traffic is to provide publishers and editors with a deeper understanding from which channels audiences are coming from (and how are they interacting with their content across multiple platforms).

How do I build a report? Report Builder​​ (​ How can I create a report?)

If you have Editor-level access (or above), you’ll be able to create your own bespoke reports, delivered straight to your inbox, increasing your efficiency and saving you time – especially in those frantic daily meetings.

The reports function allows you to mix and match the various parts of the tool to create reports specific to you and your organization.

Once you’ve set up the parameters of your reports, these can be scheduled to be sent to you regularly (daily, weekly, bi-weekly etc) Reports can be published in PDF format and accessed directly from the application.

Why do I need CPI?

Your readers are people, not computers, so it stands to reason that if you’re trying to assess how your content is performing it makes sense to look at behavioral-centred metrics, not browser events. CPI was designed – and continues to evolve – with this in mind: to enable editors in all sectors to see how their content is being read by actual humans. If you’re relying on single metrics, you’re not getting the whole picture – or even a particularly good sketch.

Is Time on Page/ Session duration (as you see in GA) the same as Attention time?

In a word, no. Google Analytics counts time on page as the time calculated between the first and last pages opened. That’s obviously a problem if you only read one article and leave the site: in that example, the session duration would be counted as zero. Instead, Attention Time measures the actual time spent actively reading an article. We monitor user activity through things like scroll activity and clicks to determine whether there’s an actual human behind the screen, or if someone has accidentally left the browser open (again).

Still a bit confused? We don’t blame you. Read this:

Now I have CPI what do I do with it?

CPI is ready to go pretty much straight out of the box, but we don’t expect you to sever ties with us once you’ve purchased the application. Give the Success team a call (or email them – whatever floats your boat) and they’ll walk you through the first steps needed to get you up and running – and fully conversant – in the application. If you run certain applications or scripts, you may need to take extra steps – ask us or check below.

What about my personal Data? Are you GDPR Compliant?

Absolutely we are. Your data is held in accordance with the GDPR regulations and we have all the necessary protocols in place.

Where do you store the data?

Our clients’ data is stored in the EU and United States of America (in accordance with the EU-US Privacy Shield). If for any reason this data should be transferred to another country, our clients would be notified in accordance with the requirements of GDPR.

Clients’ website visitors’ data is stored on Amazon Web Service, in accordance with the EU-US Privacy Shield

Where is your tracking code stored?

Our tracker code (JavaScript) is served through the CDN, so the closest location to the visitor will be used.

How does the CI tracking code influence page loading time?

It doesn’t affect the loading speed of your page – and third-party scripts aren’t affected either.

(This is because the CI tracking code is loaded asynchronously, so it doesn’t affect the normal page loading procedure in any way. Our JS is outside the normal queue of the page load and third party scripts, so it can’t block anything)

What if I have AJAX powered site?

If your site uses AJAX to load content dynamically (through things like infinite scroll, sliders etc) you’ll need to take a couple of extra steps. There’s nothing to panic about if this is the case – it’s a simple case of updating the data which is sent to the tracking code. More details are ​here​ and, of course, if you’re still stuck, our team can help. Send out a distress call here.

What about the API integration?

Yup. That’s all there. The Content Insights REST API provides access to selected data from the CI platform It’s read only and you can find your API key within the application by clicking on your name on the bottom left hand corner of the screen and selecting ‘edit account’.

To access API, you need to have an account in the Content Insights platform. Each user is given an API key (which doesn’t expire) and is valid for all domain the user has access to. This API key needs to be sent with each request.

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