Lately, smarter companies prefer to use advanced metrics. For instance, at Medium, the most important metric is the time that a visitor spends reading an article. They call it Total Time Reading, or TTR. Upworthy uses a metric called total attention minutes instead of pageviews for their posts.
The thing is, these aren’t advanced metrics. They’re just metrics. Numbers that don’t provide contextual value and immediate insights shouldn’t be referred to as metrics. Those old numbers (page views, unique sessions, acquisition channel numbers) are just noise.
Numbers that provide real, actual value are metrics. These are usually derived from multiple data points.