It’s been a minute, hasn’t it? I’m technically going on maternity leave in a few months, but I am planning to be back - and I am lining up lots of juicy content - so you won’t even miss me!
Truth is, there’s a lot happening, and I’ve got things to say.
First, I finally launched my new personal website (yes, it only took me forever).
Then, because I apparently don’t know how to take it easy, I am writing my third book: but this one’s different. It’s my first book about marketing, and I’m diving deep into the topics that truly matter (and, let’s be honest, calling out the ones that don’t).
Speaking of which, let’s talk about vanity metrics and the whole idea behind them absolute bullsht*. Because if I see one more person saying that follower counts are Devil incarnate I might just scream.
So, if vanity metrics are not really that bad, how can we choose the right metrics for ou unique goals? Your trusty marketing BFF is coming to the rescue.
👩🏫 Class in session
You know how everyone loves to hate on vanity metrics in marketing? Those numbers like email open rates or page views that look good but supposedly don't mean much.
Sure, not every metric leads directly to sales. But the real problem isn't the metrics themselves - it's when we track stuff that doesn't align with our goals.
There, I said it. There's no such thing as a useless metric if you know why you're tracking it.
In our latest episode of the Alt Marketing School podcast Jess and I have a good old conversation about this (as well as talking about funnel-driven content strategies, it’s a goodie!) but let me give you some more context…
…the real mistake isn't tracking website visits, email subscribers, or video views - it's looking at them in isolation, without connecting them to the bigger picture.
Let me break it down: a metric only becomes "vanity" when there's no context. Check out these two examples:
Company A tracks email subscribers and just reports list growth numbers each month. Looks nice on paper, but tells them nothing about engagement, sales, or actual business impact.
Company B also tracks email subscribers but uses it to measure their content's effectiveness. They connect the dots between subscriber growth, content engagement, and product sales, showing how list building drives revenue.
Same exact metric, totally different story.
So when do these so-called vanity metrics actually matter?
When they're early warning signs of success (like seeing webpage engagement spike before sales follow)
When they support your long-term vision, even if they're not immediate money-makers
When you pair them with deeper metrics to get the full picture
Bottom line? These metrics aren't the villains here. The real issue is tracking numbers without understanding their purpose. Used right, even surface-level stats can tell you tons about brand awareness, behavior patterns, and trends.
Metrics only count if they help you make better decisions. If you're tracking something but never actually using it to guide your actions, maybe it's time to ask yourself why you're bothering.
Gut-check test: How to know if you are measuring the right things
Getting data is one thing. Knowing what to do with it? That's where it gets tricky. We often report numbers without stopping to think about why we're tracking them.
Sure, a dashboard full of page views, time on site, and bounce rates might look fancy, but if these numbers aren't helping you make smarter moves, they're just cluttering up your screen.
Time for a quick gut-check (I make all my students do this). Before you add another metric to your list, think about the why.
Every single number you track needs a reason to exist. If you can't connect it to a business goal, it's probably just noise.
Gut-check: Can I clearly explain how this metric ties back to a clear goal, or am I tracking it just because it's there?
And hey, not all improvements are actually progress. Sure, your email list might be up 50% - but if nobody's opening your emails, what's the point? More video views sounds great, but if viewers aren't taking action, are they really helping your business grow?
Data without context is meaningless. When a metric changes, you should know:
What does this mean for my business?
Does it lead to deeper engagement, stronger relationships, or more conversions?
If it changes, does my strategy need to shift?
If a metric changes and you don't need to do anything differently, why track it?
Gut-check: If this metric went up by 30% tomorrow, what would I do differently? If the answer is "nothing," stop measuring it.
Let's be honest - some data is just easier to get. Email platforms throw open rates at you left and right. YouTube will drown you in video metrics. These numbers are easy to get, but that doesn't make them useful.
Meanwhile, the stuff that's harder to measure - customer satisfaction, content quality, what really drives purchases - takes more work but gives you way better insights.
Think about an online course creator trying to keep students engaged. Sure, you could just track completion rates and call it a day when they're high. But wouldn't you rather know why students finish the course, what lessons they actually implement, and what makes others drop out?
Gut-check: Am I going for easy-to-track numbers instead of meaningful insights that could actually guide my decisions?
Do this: Look at your latest performance report. Take your top five metrics and ask yourself:
What goal does this metric support?
If this number goes up, what will I actually do about it?
Am I tracking this because it matters or because it's easy?
At the end of the day, numbers only matter if they help you make better decisions. Vanity metrics aren’t the enemy: the real problem is tracking stuff without knowing why it matters.
So, here’s your challenge: Stop chasing more data. Start chasing better data. The kind that actually helps you take action, refine your strategy, and drive real results.
Next time you find yourself staring at a performance report, don’t just skim the numbers, interrogate them. Ask yourself: Does this data actually help me make a smarter decision? If not, why am I tracking it?
Because the best marketers don’t just collect numbers. They know exactly which ones move the needle and they focus on those.
Always cheering you on,
Fab ✌️
ps. Would you like to guess what my next book is about? Reply to this email with your ideas!