According to the Media Council of Kenya's February 2026 report, Navigating the Digital Reality, Kenyan media outlets rely on a diverse set of indicators to measure their monetisation performance.
Engagement is the most widely used metric, cited by 28.1% of respondents, followed closely by direct revenue at 21.4% and strategic partnerships at 20.8%.
Conversions serve as a performance indicator for 12.5% of outlets, while donations and return on investment (ROI) combined with client retention, are used by 7.8% and 0.5% of respondents, respectively.
The survey, which was conducted between October 17, 2025, and November 23, 2025, highlights that while many organisations have established tracking methods, approximately 8.3% of respondents reported using no formal indicators at all.
This data underscores an industry-wide push to move beyond "vanity metrics" and toward real-time tracking systems that enable more agile resource allocation and dynamic campaign optimisation.
As digital transformation continues to redefine the landscape, these insights are intended to inform better investment decisions and strengthen the long-term financial sustainability of the media sector in Kenya.
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