Metrics and measurement

Vanity metrics are a sure-fire shortcut for making your campaign look super awesome but the sad reality is, they’re hokum.

Thing is, they just don’t tell you anything that really matters. So what are the metrics you need to forget about? Given they can be bought, social media impressions are a false economy. Likewise, campaign likes or clicks. Instead, you want to focus on the metrics that matter. The gold standard is sales, of course. And anything that can help you to drill down on return on investment (ROI) shouldn’t be sneezed at. At the end of the day, you can’t pay the bills with pageviews.