I wish this would become a buzzword: Vanity Metrics.

Do you know how sometimes you understand a concept for a long time but have yet to find a word to describe it??

One such term has lurked around my marketing career for years, but only this morning did I read an article that called it for what it is.?

Welcome to the world of "Vanity Metrics."

The word vanity usually implies an excessive sense of self-importance or a focus on things that lack substantial value. In marketing slang, you can use it to describe metrics that, despite their initial appeal, may not provide actual business value.

For example, we often explain to clients that there are better tactics than wanting to be ranked first in search results for short-tailed and generic keywords. Most of the time, it happens with managers with large Egos... Better to find long-tailed specific keywords with high purchasing intent, which are easier to promote.?

Another typical topic is looking at Likes instead of Reach on Social media. Especially Linkedin's algorithm prefers dwell time when spreading posts over the number of likes.

Add to this the importance and influence of the platform you use for your marketing campaigns when choosing KPIs. Creating leads through a LinkedIn campaign is usually a lot more expensive and more challenging than on Google, where you can better target for high buying intent. On the other hand, when using a longer marketing funnel and starting with an awareness campaign, LinkedIn can be a lot more precise than Google.??

So vanity metrics in marketing typically refer to figures that, while impressive at first glance, fail to impact the bottom line or guide decision-making.?

The key takeaway for marketers and senior management is the criticality of aligning on goals and KPIs from the onset. This approach can forestall future conflicts and manage expectations.?

As a marketer, prioritizing actionable metrics over vanity metrics ensures better decision-making.?

Define your organization's goals and identify metrics that will measure progress towards those goals. Also, understand that different team members need different KPIs to assess progress. A CFO will probably look at marketing KPIs from a different perspective than the VP of marketing.

In essence, the critical task for marketers is to identify metrics that align with their goals and resonate with the broader team's objectives. Remember, the relevance of a metric, much like beauty, often lies in the eye of the beholder.

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