The KPIs That Actually Matter (and the Ones That Don't)
Vanity metrics feel good. Real metrics grow businesses. Here's how to tell them apart.
Likes are lovely. They are also, on their own, almost meaningless. If you’re going to measure your marketing — and you absolutely should — measure the things that connect to your goals.
My training is in quantitative and qualitative research, which is a fancy way of saying: I like numbers and I like knowing what they mean.
Vanity vs. value
A vanity metric goes up and to the right but doesn’t tell you anything actionable — think raw follower counts. A value metric ties directly to a business outcome: cost per view, conversion rate, engagement rate, dollars raised. One makes you feel good; the other makes you money.
The short list I actually watch
- Engagement rate — are people doing something, not just seeing it?
- Cost per result — CPV, CPC, cost per lead. Efficiency is a strategy.
- Conversion rate — the bridge between attention and action.
- Retention / repeat behavior — the quiet metric that predicts longevity.
Report like a human
Data is only useful if the person reading it understands it. Every report I deliver translates the numbers into a story: what happened, why, and what we do next. Transparent reporting isn’t a deliverable — it’s trust.
The takeaway
Track fewer things, but track the right things. Then let the data tell you where to spend next.
Want reporting that actually makes sense? Book a consult.
— Dominique
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