Tracking and analyzing conversion rates as a content performance metric involves several steps:

1. Define Conversion Goals: First, you need to define what a ‘conversion’ means for your specific content. It could be a product purchase, a newsletter sign-up, a download of a white paper, or any other action that you want your audience to take¹.

2. Set Up Tracking: You can set up a system for tracking conversion rates with the help of tools like Google Analytics and AdWords². These tools collect large amounts of raw data, so it’s important to set filters so you can focus on specific data sets related to your goals².

3. Analyze Individual Content Pieces: Some of your articles are better at converting visitors than others. Calculate the conversion rate from visitor to subscriber for each of your articles to know exactly which posts to promote¹.

4. Track Social Media Performance: Digital marketers can also use conversion metrics to track content performance on social media. You can add social sharing buttons on your web pages and check their counters, or check your social media analytics pages for insights³.

5. Measure and Adjust: Regularly measure your conversion rates and adjust your content strategy accordingly. If a piece of content is not leading to conversions, it may need to be tweaked or replaced¹.

Remember, improving your lead conversion rate is no simple task, but your content can help get you there¹.

Tim Moseley