Abstract
A spectrum of measuring tools are available to evaluate the impact of published literature and the journals they are published in. Journal Level Metrics (JLM) such as Journal Impact Factor (JIF) or CiteScore assess the reputation of peer-reviewed journals based on citation analysis. Whereas, Article Level Metrics (ALM) quantify the importance, reach and impact of a particular article, and are a new approach to quantifying the reach and impact of published research. Traditionally JLM has served as a proxy for an individual publication's significance, however, the introduction of contemporary and evolution of Alternative metrics measuring digital or societal influence of a particular article has gained popularity in recent times. These metrics help in rapid dissemination of research, development of newer research strategies and individual academic progress. We highlight the characteristics and importance of currently available ALM, and the newer ones influenced by social media, digital media and Open Access publishing models.