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Measuring reader engagement by how often they copy and paste

Recent posts by Patricia Handschiegel, Amy Gahran, Dana Chinn, and Bill Grueskin have driven home a crucial point about online journalism: Traffic and page views are nice, but engaged readers and loyal audiences are more important. Here, I’d like to point out a new tool that builds on that notion.

Even on the infinitely measurable web, gauging engagement remains a tricky and largely elusive task. One popular measure is the bounce rate, or percentage of visitors who leave after seeing one page. The Huffington Post, despite its surging popularity, has said the site’s bounce rate is too high, which hurts the value of its advertising. Another metric is return readership. Talking Points Memo boasts that 60 percent of readers, in a TPM survey, said they visit the site more than once a day.

But those are imperfect measures, and tracking engagement within a website is even more difficult. This month, I’ve been playing with new software, already in use on some major news sites, that offers a partial solution by tracking an unusual metric: how many times users copy text and images from each page — and what they’re copying.

The software — well, really, it’s a feat of JavaScript — is called Tracer, and it’s the product of Tynt, a young, Canadian startup with $3.9 million in funding. For users, Tracer’s functionality is apparent when you copy and paste any significant chunk of text from a website that’s using the service. For instance, today Politico reports:

With his mashup of news, music and video called “Auto-Tune the News,” Michael Gregory is taking political satire into the digital era.

Read more: http://www.politico.com/news/stories/0709/25578.html#ixzz0MkCZy1hp

That link isn’t my doing, and it’s certainly not in Politico’s story. It’s the handiwork of Tracer, which quietly inserted itself between the article and my attempt to copy it. The code that’s appended to the end of the link, if I choose to preserve it, enables the tracking of copied text and any referral traffic it may produce. You can imagine why that would appeal to publishers, and though Tracer only launched on March 1, clients already include Politico, the New York Daily News, Hearst Corp., Time Inc., The Wall Street Journal, and the Pittsburgh Post-Gazette. Part of Tynt’s pitch is the following:

The automatically added link back ensures you get credit for content that you have created. You can’t stop users from copying from your site but you can improve the chances of getting credit for your content.

Read more: http://tracer.tynt.com/features-and-benefits-of-tracer#ixzz0MkFSticU
Under Creative Commons License: Attribution No Derivatives

Damn, that “read more” link again! In truth, it’s annoying, if not a dealbreaker, to find unwanted text attached to what you’ve copied. And the referral traffic from such links is, by all accounts, modest. But I’m much more impressed by Tracer’s backend, which allows publishers to see which pages — and, even better, which parts of those pages — are most frequently copied. In a creepy twist, Tracer also counts how many times text is highlighted on a page, even if the user never reaches for the ⌘ and C keys. (Or ctrl and C for PC types.)

I’m not sure precisely what that’s measuring, but it feels like engagement. Readers who are moved to copy a passage are likely sharing that content with friends — in an email as much as a blog. (I first discovered the “read more” link some weeks ago when a friend quoted a New York Daily News article in Gchat. “whoa,” I wrote. “that is weird! i could probably wring a post out of that. thank you!”) Dayton Foster, Tynt’s chief operating officer, told me that on news sites, widely viewed content like stories about Michael Jackson aren’t copied as much as less popular but more focused articles. “Niche stuff that’s really good quality will get copied the most,” he said. “Sports is a really great example.”

The venture capitalist and former Apple evangelist Guy Kawasaki is an adviser to Tynt, so I was able to try out the Tracer dashboard for his blog, which revealed that some posts, like “The Art of Executive Summary” and “The Art of Schmoozing,” have copy rates disproportionate to their page views. To me, that indicates material that readers found particularly useful, even if the post itself wasn’t as popular as others. In this heat map, which is my favorite Tracer feature, you can see the sentence in Kawasaki’s post on PowerPoint that readers found most important and confirm that lists do better than anything else on the Internet:

Here’s a cloud of the most commonly copied words on Kawasaki’s blog since he installed Tracer:

Anyone with a mild addiction to web analytics will love this stuff, as it reveals new data about how readers engage with content. I’m not as clear on how publishers might adjust to the information. When I spoke to Scott Cohen, executive editor of the Daily News online, he said the main benefit of Tracer was the ability to track links in sources such as email that might not show up in traditional analytics software. When a story on the anniversary of Woodstock enjoyed a second wave of traffic, Cohen said, he used Tracer to see where it was coming from and decided, as a result, to feature the piece again on the lifestyle page of the Daily News site.

“It had a wonderful, viral pop that was coming in all directions,” Cohen told me, “and people were copying it all over the place, it turned out.”

                                   
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  • http://www.hypercrit.net Michael Becker

    I had to try this after reading your article. I’ve got it installed on my blog right now and have already run into a couple of quirks — it doesn’t play particularly well with any hyphenation or typography plugins (for WordPress at least). And my Firefox “copy as plain text” add-on completely negates the script and only copies the selected text.

    I’m going to keep it running for a while though, just to see how it works on the backend, which is, as you say, pretty impressive.

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  • http://kthread.com Kristen

    Zach, this is interesting–I have a few friends who always highlight the paragraph on the page to keep their place while they are reading, I wonder if this is another sort of user behavior to track (like eye movements) not necessarily related to pasting.

    Also, they tend to click and highlight paragraphs randomly and not with any particular intention, which might make these clicks, um, just clicks.

  • http://www.tynt.com Derek

    Thanks Zachary for the great article about Tynt Tracer. I wanted to add a couple notes you might find interesting:

    - if a site/blog is concerned about users not appreciating the link, you can turn the attribution feature off and simply measure the engagement stats. A handful of our sites run this way today, although most use the attribution feature.
    - @Michael Becker – thanks for highlighting the glitches with the auto-hyphenation apps, I will have our QA team check into that. We are still in Beta and looking for any of these sorts of issues. And re the FF plain text plug in, Tynt Tracer should still record the copy action and relevant details in your dashboard, only the attribution link disappears. The percentage of users who use these plug ins is quite small and in aggregate don’t really impact the results significantly
    - @Kristen – in fact we do track ‘selects’ as well as ‘copies’ so you can see that in your user actions as well.

    Cheers!

    Derek

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  • http://onlinejournalismblog.com Paul Bradshaw

    As you know Zach, I wrote about this last week (http://onlinejournalismblog.com/2009/07/24/copying-text-from-a-daily-mail-article-youll-get-a-url-at-the-end/) and the most interesting elements came out in the comments and trackbacks. One user found he couldn’t copy and paste at all from one site using Tynt (or similar – I can’t imagine there are any competitors given how clever this is).

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  • http://www.site-seeker.com Levi

    We’ve always found it very difficult to help a Client understand that even though a metric, like bounce rate, looks high there might still be some value from the traffic. The heat map may be the best visual tool available to show what a visitor is doing on a page.

    To Kristen’s point that some people highlight as they read (I do it all the time) the data is still valuable. For example, if someone is highlighting the text without copying they’re still reading it. Derek’s reply was perfect.

    Overall, this is a definite tweet; great article!

  • Michelle

    Thanks for explaining what those annoying “read more” insertions in my copy-pastes are about. I’ve run into them a few times lately, and figured it was some kind of too-clever-by-half JavaScript work: what do I win? I can see the value from the content originator perspective, but from the perspective of this Twitter-using, trying-to-copy-120-characters-at-most end user, it’s *super* exasperating.

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  • http://www.amberhanneken.com Amber

    That is a genius concept. I don’t see how any journalist could be unhappy about this. I doubt many people would be too frustrated by the link, I found it to be helpful. Often I copy and paste something from an article to someone, then they immediately ask for the link to the whole story.

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  • http://robbmontgomery.com Robb Montgomery

    Maybe it does not work with Safari?
    I like to see heat map and eye tracking feedback but I suspect that there are a still great number of variables with the end-user’s browser usage to make this data unreliable at best.

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  • Darwin

    If someone else finds this page via google and is, like I was, trying to figure out how to disable this :

    a) install noscript addon for firefox.
    b) visit http://tcr.tynt.com/
    c) right click on the page, Noscript -> “mark tynt.com as untrusted”

    =darwin

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  • http://www.downtowndecorations.com Garrett

    interesting stuff. Would never have even crossed me mind to track something like that

  • http://www.bbgoyal.com/ Goyal

    does it work with other languages content such as hindi?

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  • Anonymous

    Thanks for explaining these information. nice to see and read this.
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  • http://pulse.yahoo.com/_VNFZALCZOJRDHTCFSRJ5ALBCCE Greg

    And this is why I have Tynt blocked in my hosts file and NEVER allow a “Read More” link to stay when copying text. Let them spy some other way.