In the world of metrics there are actionable metrics and vanity mdtrics. HubSpot marketing editer, Janet Aronica refers to the latter as low-hanging fruit, beguiling, pretty, and easy to get distracted by to the detriment of your campaign.
For example, Facebook followers sounds hopeful and catchy. But, the rate of engagement for specific e-commerce FB pages is sliding down year by year. Even those that click often make a single pass. A better surer metric arises from FB’s tool that shows engagement generated from specific posts. By the same logic, blog post page views can be viewed as a vanity metric, while a bounce rate tool that deciphers who looks and leaves can be considered more actionable. Noting who is his using your products, checking click through conversion rates and e-mail open rates all are forms of analysis that tip towards the actionable side of metric-reading.
- To really impact your business you need actionable metrics that tend to provide deeper data than the superficial info available via vanity metrics.
- For example knowing your Twitter follower score is a nice looking metric, but people follow tweeters for scores of reasons that have no bearing on your business.
- FollowerWonk can give you an actionable metric, by comparing your followers to others, alerting you to leads you might otherwise have missed.
“Vanity metrics include data such as social media followers, page views, subscribers, and other flashy analytics that are satisfying on paper, but don’t move the needle for your business goals.”