Vanity Metrics vs. Actionable Metrics
The Real Impact
You can’t tell a client that their metrics don’t matter. But I do it anyway.
Stop chasing cucumbers and lettuce strips! Yes, vanity metrics are nothing but shiny, superficial stats that will make you feel like you’re killing it, but deep down, you’re just consuming empty calories. They look good on paper but they don’t tell you much about the performance of your campaigns or the overall health of your brand. Real metrics, on the other hand, will provide you with valuable insights that you can use to improve your results and increase revenue.
Important Note: 📢
It’s worth mentioning that any metric can be labeled as a vanity metric if we don’t analyze it properly. Metrics can and will provide meaningful insights when presented in the right context with proper analysis of how they are propelling your business’ growth.
Vanity metrics will be useful for tracking your brand awareness and reach, but won’t be able to tell you whether or not your audience is actually engaging with your content and taking the desired customer actions.
The Real Impact
Actionable metrics, on the other hand, will provide you with insights into the real impact of your branding and marketing efforts. For example, a high conversion rate tells you that your landing pages are effective and that you’re attracting the right audience. Similarly, a low NPS score with tell you that your customers aren’t happy with your services and will likely not recommend your brand to others.