Do Vanity Metrics Matter?
Updated: Oct 5, 2020
Millions of followers, thousands of accesses to the site, hundreds of likes... have you been focusing only on these metrics to analyze and plan your business's digital marketing strategy? Do they really reflect the results you want to achieve, or can they just be taking your focus away from other more relevant metrics?
However, there are the so-called actionable metrics, which offer a more reliable and in-depth view of your marketing, giving you insights to understand how to act. Before choosing which metrics to adopt, evaluate your business objectives and where you intend to get with marketing actions.
Let's compare some of the best known:
Site visits vs. conversions
It may seem evident that conversions are more important than visits to your site. However, when you see that your site has had a million visits, your eyes sparkle. When that’s the case, it's time to focus on what matters: how many sales (conversions) these visits generated. That's because visitors don't necessarily generate profit for your business. If you use Google Analytics, watch the user flow to understand which pages generate the most leads and conversions.
If you have a blog, analyze the bounce rate (percentage of people who visited your site and left without clicking on anything else) and always try to reduce it. Create relevant content with links to other pages on your site. Also, evaluate the number of shares on social networks, as the search engines’ algorithms value this.
Email subscribers vs. conversions
The same logic to the site applies here. There is no point in having hundreds of thousands of subscribers if they do not click on anything in that email if no one is taken to the next conversion stage. It is essential that you engage subscribers with content, not just ads, and calls to purchase.
Followers x engagement
You can even have an expressive number of followers on your social networks. However, if only half a dozen of them interact with your content (in likes, comments, and shares), something is wrong. Currently, followers can be purchased by anyone who has the money to invest in it. Even though this may not be your case and your followers are organic, not everyone can be a potential customer. To assess who they are and how they interact with your page.
Important: the data of reach, likes, comments, and shares should not be looked at individually, because they also say little. The most important thing is to evaluate the set, which reflects the engagement with your publications. Knowing which content generates the most engagement, you can invest in more similar publications.
Many other metrics are available today, and you must adjust your strategy by looking at that data that can tell you something, not just the most popular metrics. By doing this, your investment in digital marketing will not become just another expense.