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This chapter will pay specific attention to what we have called ‘content metrics’, defined as user-driven and visible acts of measurement and counting shared through text and images on social media platforms. We will explore the analytical potential of content metrics by focusing on examples of cancer storytelling on Instagram. Preceding Chap. 3 on storytelling and its links with quantified mobilization and preceding the focus of Chap. 4 on the increasingly professionalized attention economy of metrics in stories as designed features, Chap. 2 explores ordinary users’ practices of personal storytelling. More specifically, it investigates how individuals deploy quantification and counting in their social media postings in order to tell stories about how the everyday self transforms, develops and affectively relates to itself during existential disruption. Although the topic of illness, and more specifically cancer, is highly culturally …