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Marketers love their metrics! But, many marketers fall victim to believing in vanity metrics that don’t actually help their bottom line or move toward their bottom-line goals. Things like traffic generation, click-through rate, and the number of impressions. That being said, these 'vanity metrics' can be great indicators of where people are entering and leaving your funnel. They’re helpful to spot micro-conversions as they unfold. To find out which 'vanity metrics' to use, you've got to start from the goals you've set. Once you’ve determined what your end marketing goal is, you’re ready to dive into the specific marketing metrics that matter for each different strategy — from White Walker cold traffic to Dragon’s breath hot.

  • CT

    Casius Timberkle

    about 1 year ago #

    Great post, Ed! This post reminds of Johnathan Dane's (of KlientBoost) comment on using micro-conversions as "guiding lights", which I thought was the perfect analogy.

  • CB

    Cooper Blanch

    about 1 year ago #

    I'm so happy you didn't mention likes and tweets in the post, 'cos the last time I checked they don't pay the bills.

  • VC

    Vince Crawford

    about 1 year ago #

    After years of working in this industry, surrounded by numbers, I can safely say just because something can be counted, doesn't mean it counts #boom

  • JW

    Joy White

    about 1 year ago #

    Now that we've got these metrics dialed in, the next thing we need to be doing is present it to our boss/manager in a language that they understand, 'cos let's be honest, they care about financial metrics, not marketing jargons/metrics

    • ED

      Edward Dennis

      about 1 year ago #

      Ahhh, that's a good point. Gotta be honest, I'm struggling with this myself. Care to share your experience?

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