Case Study: Slate boosts reader engagement with Parse.ly

How Slate used engaged time to increase reader loyalty and grow subscriptions

Slate, the award-winning online magazine, needed a better way to measure and grow reader loyalty as it launched Slate Plus and reduced dependence on referral traffic from platforms like Facebook. To align editorial, product, and analytics teams around a single goal, Slate turned to Parse.ly and its audience analytics tools to replace unique visitors with engaged time as the company’s north star metric.

Using Parse.ly’s dashboard, API, and data pipeline, Slate built an infinite-scroll reading experience with personalized content recommendations and gave teams access to flexible audience data in tools like Looker. The results included an 8.5% increase in engaged time per visitor, 35,000 Slate Plus members, and broad internal adoption, with about 50% of the company using the Parse.ly dashboard and 56 reports downloaded each month.

Slate

David Stern

Vice President of Product and Business Development