How to avoid vanity metrics
Posted: Sun Dec 22, 2024 7:14 am
KPIs for digital marketing that don’t matter (or offer little value) are sometimes referred to as ‘vanity metrics’. These are numbers that you might want to change, but they don’t actually tell you a lot about actions that you can take to make decisions that help you meet your business objectives.
A general rule of thumb is to stick with action-based metrics that tell a story a saudi arabia phone number out customer experience. You can choose them by starting out with some key business objectives.
Take Google Analytics for example. Some metrics, like page views and impressions, could be considered vanity metrics. We all want ‘more’ of them, but are they actually giving you enough information to take an action? Not necessarily.
Sales conversions, on the other hand, give you a reason to act: if they’re low, we need to see why. Is the checkout feature on our e-commerce site working properly? Is there something down on the website? Has an Amazon listing dropped in ranking? And so on.
One of the best ways to succeed with KPIs for digital marketing is knowing what to avoid. Here are the five types of vanity metrics you should take with a huge pinch of marketing salt.
A general rule of thumb is to stick with action-based metrics that tell a story a saudi arabia phone number out customer experience. You can choose them by starting out with some key business objectives.
Take Google Analytics for example. Some metrics, like page views and impressions, could be considered vanity metrics. We all want ‘more’ of them, but are they actually giving you enough information to take an action? Not necessarily.
Sales conversions, on the other hand, give you a reason to act: if they’re low, we need to see why. Is the checkout feature on our e-commerce site working properly? Is there something down on the website? Has an Amazon listing dropped in ranking? And so on.
One of the best ways to succeed with KPIs for digital marketing is knowing what to avoid. Here are the five types of vanity metrics you should take with a huge pinch of marketing salt.