Top 3 Metrics You Can Safely Forget About

Which Metrics Don’t Matter – and Why!

“Vanity metrics” is a term you may or may not have heard of. It refers to the standards by which we assess our traffic and online viability. What we are coming to realize is that several of these used to measure “results” can frequently be misleading and ought to be politely ignored.

Those you can safely ignore:

  • Facebook Likes, Twitter Followers and LinkedIn Connections – Whoever has the larger numbers wins, correct? If only. The truth is, more virtual bodies following you translates to better conversions only if you are actively engaging with them, and building a relationship. Having tons of likes or followers who never make the cross over to customers is essentially pointless.
  • Comments – Again, with the goal being to raise conversion,  merely generating a blog post that titillates and produces a large number of comments, but generates no leads, is a waste of a blog post. Make the reason they comment have something to do with leading them further down the path toward conversion, say for example topical question.
  • Impressions – Mainly an advertising metric, the number of ad impressions is also useless for our purposes, as it does not reveal any measurable action. It tells you the number of times your ad displayed on a computer screen, not how it performs. Instead, look at click-thru rates and conversion rates.

More on this subject can be found at HubSpot.

Those you should keep an eye on:

  • Shares – Having people share your content, emails and other media is a step in the right direction. This means not only is your content making an impact, but it’s also being spread around.
  • Social mentions, citations – Especially now that Google is integrating social signals (mentions) into the search algorithm, these can be most informative. It will not only help with search, but also authority as your content continually gets shared.
  • Conversions – The endgame. You need to make sure that your social media and sharable content is ultimately resulting in more conversions.

Read more about this at Mashable.


Posted on: 06.20.14