Fan Engagement Metrics in Sports: KPIs That Matter and How to Benchmark Them
Having inflated views and likes metrics looks great on paper, but does it really drive results? Perhaps it used to some years ago, but things have changed a lot. Call it apathy or just the tide of the times, but the truth is users are not engaging with content in the same way, and even the same metrics can carry a very different meaning.
One like, for instance, used to carry a lot of weight. It was a clear engagement metric, but the attention span of the average user has dropped dramatically in the recent years. Nowadays, one like can be just a semi-automatic tap on a smartphone screen, just a fraction of a second before moving to the next thing. After that, your content is forgotten, and that like meant nothing even remotely close to engagement. If it meant anything, it was simply reach.
What Fan Engagement Really Looks Like Today
So what does engagement look like? Or, to put it in numbers, what are the metrics that actually measure it? Well, that of course depends on your content, your goals, and your platforms, so there’s not a single answer, but there are definitely plenty of signs that can help you find your metrics. If there’s a common thread, you may call it ‘attention’, or even better, ‘involvement’.
Before getting into the metrics that really matter, take a moment to think about your goals, because that’s what will define them. You probably want loyal users who stick to your content from top to bottom, and even more, who identify with it, who recommend it, who make it part of their routine — an indispensable part, ideally. Conversions will take place naturally once you get this, but how to do it? Well, that takes you back to the metrics… that matter.
The Fan Engagement Metrics That Matter Most
Metrics give you all the data you need to grow, but you need to know how to read them, and where to focus. Not all metrics were born the same, and while it ultimately depends on the specifics of your project, here’s some advice you could use:
On your website
Forget clicks — you probably know by now they matter very little unless they come with something else. You want your fans to stay, interact, and enjoy. Time on Page and Pages per Session are essential, but they just cover the basics. Your Returning Users Rate can be a better guide. Are you offering something that makes your fans come for more? Now, that’s building loyalty, growing an interest, and creating a habit that will lead to conversions.
To get there, you’ll need to funnel as many users as possible from the start. That’s why you need the lowest Bounce Rate possible — let’s aim for something below 50%, or even lower. Every landing page and every blog post should be designed to make sure everything works like a funneling symphony. A great title to catch the attention, a great introduction promising more, and just rich, engaging content where every keyword is placed right where it should be.
On your app
Apps are another story. To begin with, make sure they don’t delete it too quickly. After that, make sure it stays forever. Retention Rate is your main goal — without it, you simply can’t grow, can’t convert, and can’t collect more data that would eventually make you improve. Once that app stays, it’s time to make it work like it should.
Basic engagement metrics like Sessions per User and Average Session Duration will measure how addictive your app is. Forget Daily Active Users for now — it is an engagement metric, but it is falling towards the reach side. Make sure the users you have are worth more. Your goal is boosting your In-App Conversion Rate, selling tickets, selling merchandise, pushing those subscription numbers up. But to get there, you need fans coming back for more.
On your social media
Remember the core idea: One like doesn’t mean much nowadays. Of course, more is better, but that’s not the main goal. If you want engagement, take a look at the Comments and the Shares. One like is almost a passive reaction. Commenting and sharing is way more active — they have something to say, you posted something they want others to see. Make them part of the conversation, and conversions will be just one step away.
Of course, Video Watch Time will be essential on TikTok and, especially, YouTube. The algorithm will heavily penalize you otherwise, and you just can’t grow without it. Nothing below 50% is acceptable here, even for a corporate account. But there’s more to it. Again, watching is passive, and you want active fans. The Click-through Rate is essential for your conversions, but it varies depending on the platform — 2% is your rule of thumb.
Overall
Beyond the specifics of each platform, there are some more engagement metrics you’ll want to pay attention to. These are perhaps not part of your funneling process, but they will definitely tell you a lot about your brand’s strength. Sentiment Analysis Score is perhaps the most important one — especially if you own a football club — and it can be linked to Share of Voice, Advocacy Metrics, and of course UGC. UGC is the dream, so keep it very much in mind.
These are great indicators, but they are not as accurate as your good old Retention Rate, and they are often subject to your provider’s bias. Meaning, they are not absolute, so you have to take them with a grain of salt. You can still make them grow, but not as mechanically as your Sessions per User. In a sense, they are more like a general indicator of success, but ultimately, the metrics that will really matter are those that truly drive conversions.
Conversions & Revenue
Buying merch at the stadium is the best form of engagement a football club could think of. That’s the goal. Go enjoy the match on your seat, have a beer, have some hot dog, get your son and your daughter something nice. Revenue per Fan, they call it. Or, if you’re selling on your website, Merchandise Sales and Conversion Rate, of course. These are the ultimate engagement metrics you’ll want to focus on, and the ones that matter the most.
But of course, you have to take your fans there before you can convert. You won’t sell many hot dogs if fans are not buying tickets. You won’t sell many tickets if fans are not engaging with your club. They will not engage if your club is barely visible in the first place, or if you don’t give them reasons to be part of the conversation, or if you do, but the conversation is boring. Again, Retention Rate, Comments, Shares, Watch Time, Sessions per User, and so on.
How to Benchmark Fan Engagement the Right Way
There’s a very simple formula to design the right engagement benchmark and make a good use of it. First, set your goals. Do you want more subscribers for your sports app? More merchandise sales for your store? A full stadium every Sunday? Once you have set your goals, your benchmarks will follow.
Different goals will lead to different strategies, but a good framework will lead to an increased engagement towards the final conversions. You can set different engagement stages, and set up your metrics for each. For example:
- Reach. Your basic Clicks, Likes, CPM.
- Active Discovery. CTR, Average Session Duration, Pages per Session.
- High-value Engagement. DAU/MAU Ratio, Social Shares & Comments, Daily Recurrence, Feature Adoption Rate.
- Conversion. Well, these are easy, aren’t they? Conversion Rate, CPA, and so on.
How to Turn Metrics Into a Practical KPI System
This four-level system is pretty useful as a general framework, but you’ll have to fine-tune it to your needs. Again, it’s not the same if you’re running a sports results app, an F1 news website, or a football club. You need to visualize the whole conversion process from the point of view of a user, and guide their actions step by step. Once your reach approach gets you those first clicks, what should your fans do next? And then? And then?
Be their guide towards the conversion, and set up metrics so you can follow all their paths combined and what needs to improve first. If you have an app, check your Retention Rate. Are they uninstalling your app too quickly? Better work on that before you can move your users on to the next level. Is your Daily Recurrence dropping? Time to think about new features, and notifications that really matter. It’s a Lemmings game, and you have to play it step by step.