Fantastic article that dives into choosing the right metrics by asking the right (55) questions on money, journalism and readers. Some examples. Why are people reading this piece?
Is our coverage reaching the readers I want to reach? How did readers find this piece?
Where did they go next?
Were the readers of this piece regular visitors to the site?
Did the readers feel informed at the end of this piece? Did anyone start to take an action on the page, then abandon it part-way through? Great checklist.