You won’t believe Upworthy’s new way of measuring audience engagement until you read it

Upworthy announced it would be using a new metric -- “attention minutes” -- as its primary tool to determine how they’re doing. The goal is to blend traditional eyeball-counting metrics with figures that more accurately measure engagement or how much the audience actually likes the content that they’re making. And they’ll be releasing their source code so other publishers can use it. Upworthy says they decided to build attention minutes in the fall out of frustration with available analytics, either because they measure the wrong things or because they measured them poorly.