Choosing the right key performance indicators (KPI) to track for digital marketing can be tricky for a few reasons. With digital channels providing, in some cases, real-time data, and mountains of it, how do you slog through the offerings to find out what really matters? Too often we see people looking at the wrong metrics. Focusing on “vanity metrics” (data points that don’t impact the bottom line, but make you or your site look good) is an all-too-common scenario.
This is a waste of effort and leads down paths that have no impact on true company goals. Conversely, relying on only a single metric can also be misleading and overly simplistic. We find it best to set tiered goals that all fall within various stages within the buyer’s journey.