Some metrics that are widely used but not very significant for your business decision-making are:
number of followers on the most varied social networks (Instagram, Twitter, Facebook, etc.);
number of views per website page;
number of downloads of applications or a specific file;
number of views of a specific video or campaign on YouTube.
How to avoid vanity metrics?
To prevent your company from falling victim to realtor email list these types of metrics, it needs to carry out more professional monitoring that is aligned with business objectives. See how this is possible!
Have good strategic planning
The first step to avoiding falling into the trap of vanity metrics is to have a well-designed strategic plan. When a company understands what it wants for its future and what steps are necessary to achieve these goals, it will be more difficult to be seduced by useless data. Therefore, avoid venturing into digital marketing without structuring your campaign and main actions on the chosen channels.
Choose key metrics in advance
In addition to knowing what you want for your company, define which metrics will determine the success of your campaigns. With this in mind, even when another metric is presented, you will know that it is not as important for the business to achieve its goals.
It is worth noting that the indicators must be chosen according to the size of the company, the market in which it operates and the objectives to be achieved. Therefore, the metrics chosen by a competitor will not always reflect the needs of your brand. In other words, the choice must be made calmly and in a technical manner.
Inquire about compliance with metrics
Even if you have accomplished everything described in the steps above, you must require your team and/or contracted agency to produce reports that are consistent with the stipulated goals.
Therefore, make it clear from the beginning that the report to be produced must be transparent and objective , showing the brand's growth during the observed period. In addition, the meeting should be used to discuss possible solutions to the problems presented, as well as possibilities for optimization.
How to proceed with the marketing results obtained?
The team's work doesn't end when the important data for the business is obtained. On the contrary, it is at this moment that having qualified professionals will make all the difference for the company. For some professionals, the information will be just numbers. For others, however, more experienced, each metric will be an indication that some changes will result in better performance of their campaigns.
Using information is an important part of optimizing your budget. Many companies make changes based on the sensitivity of their directors or even their marketing team. However, this is not always enough to get the best ideas.