5 key metrics Zoom tracks for community success

It would be remiss to discuss the Zoom community's success without mentioning its growth in numbers and the key metrics its team benchmarks for success.

When Zoom’s team first launched its online community in 2021, they were unsure how quickly customers would adopt the program or at what rate new members would register. They were thrilled to see that by the end of 2022, the community had amassed almost 200,000 registered users. The team continued to see impressive growth in new users over the next two years, doubling its members. Today, the community hosts over 400,000 members.

What does Zoom's community team attribute this exponential growth to? Above all, the team believes the program’s continued success comes down to bringing the community to where its customers are.

They don't expect customers to navigate to the community only from their website. They also meet them where they are in Google search results, the Zoom app, and Zoom's support site. In fact, 90% of Zoom’s community traffic comes from Google searches. The goal is to expand customer touchpoints and increase referral traffic through targeted placement and advertising.

On day one, the community contained very few community posts. The high rate of new users during the first few years was extremely valuable because those new members created the foundation of content, the building blocks of questions, answers, and replies that other users need to self-serve.

After several years of solid engagement, the Zoom community has an incredible knowledge base of almost 200,000 posts. The team is starting to see a dip in the rate of new community content, but they see that as a positive sign.

The combination of increasing registered users and decreasing community posts shows that the community works as it should and proves that Zoom customers find solutions and answers easily without starting new discussions.

After a community member marks a comment or answer as a "solution," unique visits to the thread are considered solution views. One solution can potentially resolve hundreds of thousands of users' inquiries.

In 2024, Zoom’s community solution views increased by 75 percent. Today, community members rarely have to create new solutions. They can find and view solutions quickly and get the answers they need without seeking additional support options like chat—which is exactly what the community is for.

Zoom's team proactively monitors solution views and works to increase viewership in the following ways:

• Weekly checks in the community for trending product issues

• Addressing high support-ticket drivers as soon as possible

• Scrubbing for recurring questions within the community

• Connecting with product managers or engineers when there is a clear need for a solution

• Treating private resolutions as a conversation and adding the solution back into the original community thread

A unique visitor refers to an individual user who accesses the community during a specific period. IP address, cookies, or login credentials typically track this activity.

Most unique visitors come in through organic search referral traffic, with the community accumulating 200 million Google search impressions in 2024 alone.

The rate of unique visitors to the Zoom community is growing even faster than community page views. This statistic illustrates that more Zoom users are coming to the community and finding answers quickly without browsing numerous pages or threads.

A page view is a metric that counts each time a web page is loaded or reloaded in a browser. Page views help measure the amount of content viewed, but unlike unique visitors, they don't distinguish between new and returning users.

While new posts are decreasing in the community, page views are increasing steadily. By the end of 2022, the Zoom community had almost 11 million page views, and this number continues to climb.

Seeing both page views and unique visitors increasing is reassuring to the community team. It shows that members are finding existing answers and accepted solutions within the community and getting the resolution they seek.

Zoom’s team closely monitors the community metrics most important to them, from registered users to page views. Analyzing these metrics and their relationships paints a picture of how the community performs and helps prove to leadership and stakeholders that the community is providing its intended value.

Watch the on-demand Community Works webinar to learn more from Zoom’s community experts: their most significant milestones, growth strategies, and what’s next for the community.