Every Marketer Should Know About Vanity Metrics Impact On Your Bottom Line
Every marketer should know that testing through metrics is absolutely crucial to the business success! With this said the next challenge becomes what to test and how it will impact the bottom line of a business and what to look for to improve. There is lots of talk about these “vanity metrics impact” and how affect your bottom line.
In this post we are going to look at what vanity metrics are and how we are able to test and measure success based on them.
So What Are Vanity Metrics Impact?
Vanity metrics are things that do not necessarily correlate with business growth and success. These metrics are very easy to alter and manipulate to suit the person who is responsible for delivering it. Things like pageviews, registered users, downloads are all things that are considered vanity metrics.
What is the point of them if they can be manipulated easily? Great question, when measuring vanity metrics it is important to know that there is lots of value that can be obtained through vanity metrics but you must take into account the value that they are develop.
So What Metrics Should We Use To Measure Success?
Email Metrics
Vanity Metrics
Bounce Rate, Sharing Stats, Open Rate, List Size
Actionable Metrics
Deliverability Rate, Click Through Rate, Read Rate, Form Conversion
Social Metrics
Vanity Metrics
Number of Re-Tweets and Shares, Number of Likes, Fans, Favourites and Followers, Number of Posts
Actionable Metrics
Number of Leads, Growth Rate of Followers, Engagement Rate, Referrals
Paid Search Metrics
Vanity Metrics
Impressions, Ad Position, Cost Per Impressions, Number of Clicks
Actionable Metrics
Quality Score, Number of Leads, Cost Per Acquisition, Cost Per Click, Number of Deals Closed
Website and Content Metrics
Vanity Metrics
Number of Page Views, Form Submission, Content Shares, Content Downloads
Actionable Metrics
Conversion Rates, Leads Generated, Content Influence, Contract Value
If you are looking to find out more about vanity metrics impact you can always refer to this post from TechCrunch who have dived into it in depth.
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