Promoting the site
Introduced| English | Meaning |
|---|---|
| content plan/ˈkɒntent plæn/ | An outline specifying what material will be produced, for whom, and how it will be organised or delivered. |
| reach/riːtʃ/ | reach |
| metrics/ˈmetrɪks/ | metrics |
| engagement/enˈɡeɪdʒmənt/ | engagement |
| click-through/klɪk θruː/ | A rate: link clicks divided by impressions, times 100%. |
| conversion/kənˈvɜːʃn/ | The defined desired action. |
Five hundred views produce two registrations
- Views, visits and registrations describe different outcomes. Choose the outcome you want before selecting a channel or judging a post.
- For a club, an objective could be “20 new registrations by Friday”. Awareness can also be an objective if you define how it will be measured.
Which objective includes a clear outcome and deadline?
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A stated action, count and time allow a defined outcome to be compared with the objective.
Plan a message the audience can use
- A content plan 内容计划 names the audience, message, channel, time and responsible person. Choose a schedule the team can maintain and check whether the channel reaches the intended people.
- A useful post can state the activity, time, place and next step. Do not claim that a particular image or posting frequency always produces better results.
Write a club post that gives a new member useful information and a clear next step.
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Example: “Try building a robot with us Thursday at 4 pm in room 12; open the joining page for details.”
Define what each number counts
- Metrics 指标 need stated definitions: reach 触达 often estimates distinct people; impressions count displays; engagement 互动 may count reactions, comments or other actions according to the platform.
- Click-through 点击率 is a rate: link clicks divided by impressions, times 100%. A conversion 转化 is the defined desired action. A link click does not guarantee a recorded visit or a registration.
Match each measure to its definition in this lesson.
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Exposure, clicks, rates and desired outcomes are distinct measures. Definitions may vary by platform.
Calculate the rate using the right denominator
- Fictional post A: 800 impressions, 2 link clicks, 1 registration. Post B: 300 impressions, 55 link clicks, 3 registrations. Their click-through rates are 0.25% and about 18.33%.
- B has more recorded clicks and registrations here. This does not prove its wording caused the difference: audience, timing and repeated exposure may also differ.
If the objective is registrations, report the 1 and 3 registrations alongside the exposure and click figures. State how registrations were attributed; do not quietly substitute likes for the agreed outcome.
A has 800 impressions, 2 link clicks and 1 registration; B has 300 impressions, 55 link clicks and 3 registrations. The goal is registrations. Which has the larger recorded outcome?
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Use the registrations for that objective. Attribution and differing conditions still limit the comparison.
A post records 2 link clicks from 800 impressions. What is its click-through rate as a percentage?
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(2 / 800) × 100% = 0.25%. The denominator is impressions, not reach or registrations.
Make comparisons that teach you something
- Changing one feature makes a comparison easier to interpret, but does not establish causation by itself. Compare similar groups and conditions; random assignment can strengthen a carefully designed test.
- Use enough observations for the decision and report uncertainty. Avoid counting a small difference as a reliable improvement without considering ordinary variation.
Do not invent engagement, buy fake activity or publish another person's photograph without appropriate permission. Define tracking responsibly and collect only information you need.
Changing one feature proves that feature caused the difference, even when the audience and time also differ.
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Other conditions can explain the difference. A single changed feature helps interpretation but is not proof of causation.
Which limits should be considered before attributing the posts’ difference to wording? Select all that apply.
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Audience, timing and variation can affect outcomes. The observed difference alone does not isolate a cause.
Connect the result to your next decision
- Write one objective, a short post, the measurement definitions and a plan for comparing results. If the post informs readers without sending them to the site, judge it against that purpose.
- After the campaign, report the actual outcomes and one limitation. Choose the next change from the evidence rather than from the most flattering number.
Objective → useful message → defined measures → honest comparison. Distinguish exposure, clicks, visits and conversions, and label every rate's denominator.
Source: Google's clicks, impressions and click-through definitions.
55 recorded link clicks guarantees 55 measured website visits.
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Repeated clicks, failed loads and measurement differences can make clicks and recorded visits differ.