Table of Contents
Introduction
As internal communicators, we know instinctively that good comms drives engagement, alignment and culture. But instinct alone isn’t enough – especially when resources are tight and leadership expects data. That’s where internal communications metrics come in: they help us demonstrate value in a clear, credible way.
Whether you’re rolling out a new strategy, supporting change, or running BAU campaigns, the ability to measure what’s working (and what’s not) is critical. Yet measurement remains one of the most cited pain points in our field.
In this post, we explore how to make internal communications metrics more practical, sustainable, and impactful. From defining meaningful metrics to turning insight into action, this guide is designed to help you build a measurement approach that supports both your strategy and your credibility.
Why Internal Communications Metrics Matter
Most communications teams work incredibly hard to craft meaningful messages, build campaigns and support company-wide initiatives. But if you’re not measuring the results of those efforts, how do you know what’s working?
Internal communications measurement matters because it:
- Proves value: When you can show ROI, it’s easier to secure budget, influence leadership and position comms as a strategic partner.
- Supports continuous improvement: Data shows what’s working and what’s not – allowing you to tweak, test and refine your strategy.
- Drives engagement: Understanding which content resonates with employees helps you improve reach and foster stronger connections.
- Enables strategic alignment: Measurement helps ensure internal communication supports business goals, not just delivers information.
According to the Global State of Internal Communications 2023 72% of internal comms professionals say measurement is their biggest challenge. But with the right approach, it doesn’t have to be difficult.
What You Should Be Measuring
There’s no one-size-fits-all solution to internal communications metrics. Your measurement strategy should reflect your goals, channels and audience. That said, there are some key performance indicators (KPIs) most organisations can benefit from tracking:
Reach and Consumption Metrics
- Email open and click-through rates
- Intranet page views
- Newsletter readership
- Video views and completion rates
Engagement and Interaction Metrics
- Poll and survey participation
- Event attendance
- Reactions, comments, and shares on internal platforms
- Clicks on internal links or embedded CTAs
Employee Sentiment and Feedback
- Real-time feedback from pulse surveys
- Sentiment analysis of open-ended responses
- Feedback from town halls, focus groups, or anonymous suggestion boxes
Behavioural Change Indicators
- Training or policy adoption following a campaign
- Completion of required actions
- Observable shifts in behaviour or engagement linked to campaigns
Channel Effectiveness Metrics
- Comparison of performance across email, intranet, collaboration tools, etc.
- Channel preference data by department, role, or location
- Platform usage trends over time
Line Manager Communication Metrics
- Manager toolkit usage rates
- Communication cascade effectiveness
- Team-level engagement and feedback results
Tools and Techniques for Internal Communications Measurement
With the right tools and methods in place, internal communications measurement becomes both manageable and insightful – regardless of your team size or budget. Whether you’re running a large-scale internal comms function or a small team supporting multiple departments, there are a variety of ways to start tracking performance today.
Here are some of the most effective approaches:
- Use communication platforms with built-in analytics
Choose systems that allow you to track planning, delivery and engagement all in one place. Look for features like message reach, interaction rates and reporting dashboards.
- Monitor email performance
Evaluate open rates, click-through rates and audience segmentation to understand which messages get attention and drive action.
- Gather real-time feedback with surveys or polls
Short, frequent check-ins are a simple way to track employee sentiment, gauge understanding and identify areas for improvement.
- Track intranet or content platform usage
Analyse metrics like page views, time on page and interaction with posts or articles to see what content resonates most.
- Review employee engagement through digital behaviour
Monitor how employees engage with key communications across platforms – attendance at internal events, comments on updates, participation in feedback forums and more.
- Conduct periodic communication audits
Assess message clarity, consistency, alignment with organisational goals and whether the right audiences are being reached through the right channels.
These techniques provide both quantitative and qualitative data to support your internal comms planning. Even starting with a handful of internal communications metrics can unlock valuable insights and help you optimise your efforts over time.
Turning Data Into Actionable Insights
Collecting metrics is just the beginning. To demonstrate true impact, your team needs to analyse and act on the data.
Ask questions like:
- What formats or styles consistently perform best?
- Are certain departments more or less engaged?
- Do metrics vary by message timing or topic?
- What themes keep surfacing in employee feedback?
These insights help you:
- Optimise content based on performance
- Adjust tone, length and frequency
- Provide better support to line managers
- Reduce noise and prioritise value-adding communication
By creating a feedback loop, your internal communication strategy evolves into a data-driven, employee-centric framework.
Common Challenges and How to Overcome Them
While measuring internal communication brings many benefits, it can come with hurdles. Here’s how to address common issues:
| Challenge | Solution |
| Lack of tools or budget | Start with free or existing tools, and demonstrate early wins to build a case for investment |
| Data overload | Focus on a few core internal communications metrics aligned with business goals |
| Time constraints | Automate reports and set a regular cadence for analysis |
| Leadership scepticism | Share results from pilot projects or campaigns to build credibility |
Next Steps: Build a Culture of Measurement
To embed internal communications measurement into your everyday work:
- Audit your current reporting What metrics are you tracking now?
- Set SMART goals: Align your communication outcomes with strategic objectives.
- Choose the right tools: Match analytics capabilities with your team’s needs.
- Create space for review: Build time into planning cycles to reflect on results.
- Share findings: Use data to inform leadership and advocate for change.
Final Thoughts
Strong internal communication drives engagement, alignment and business success – but only if it’s done with purpose and measured for impact.
By tracking the right internal communications metrics, using the right tools and making measurement a consistent habit, you’ll elevate the role of internal comms in your organisation and earn a seat at the strategic table.
Want to Measure What Matters?
ICPlan empowers internal comms teams with the tools to plan, measure and improve with confidence.
- Built-in analytics for your campaigns
- Smart planning across multiple channels
- One place to track all your internal communications metrics
Book a free consultation (https://icplan.com) or start your 14-day free trial today and experience smarter comms planning.
