Content is so much more than just sales material. Treating it like it’s a brochure or a flyer meant to draw in a customer and convert them is a mistake. Content is richer and deeper than sales material. When you’re doing content marketing, you’re trying to attract the customer, yes. The end result, however, isn't solely for a conversion. Although conversion can be an end result, the true goal of your content is to bring value to your readers’ lives. Good content enriches the consumer and that should be how you should treat your content when marketing it. Don’t just see it as a quick, hard sell.
Ad impressions counters are fickle creatures. Their code can be done in a number of ways which makes this metric pretty misleading for a content marketer to use. Some ad impression counters add one to the count every time the page loads, whether or not the ad was actually visible to the user. You can see where this can be a problem, since if the ad isn't visible, it’s really not making much of an impression.
One thing you come to learn pretty quickly is that the number of blog comments is another one of those misleading metrics since the actual amount of comments on a single post doesn't necessarily correlate with the amount of visits or leads you get from the post.
Although the amount of comments is a metric that some advertisers use as a go-to, it really is not a very accurate descriptor of a blog’s performance business-wise.