The Truth About Vanity Metrics: What You Should Be Tracking
I’ve worked with agencies that proudly reported how our impressions went up by 400%.
Great. But did anyone click? Comment? Share? Buy?
That’s the problem with vanity metrics. They look good on a slide deck—but they rarely help you make better decisions.
Especially as a startup, you don’t have time (or budget) to chase numbers that don’t move the needle.
Here’s what I’ve learned the hard way: the best metrics make you money or momentum. Everything else is just noise.
Great. But did anyone click? Comment? Share? Buy?
That’s the problem with vanity metrics. They look good on a slide deck—but they rarely help you make better decisions.
Especially as a startup, you don’t have time (or budget) to chase numbers that don’t move the needle.
Here’s what I’ve learned the hard way: the best metrics make you money or momentum. Everything else is just noise.
Why Impressions Don’t Matter as Much as You Think
Impressions tell you how many people could have seen your content.
But that doesn’t mean they actually engaged with it—or even cared.
Engagement is a stronger signal of impact. If someone takes the time to comment, save, or share your post, they’re not just scrolling. They’re paying attention.
And in the early days of building a business, that’s what you need: attention that turns into action.
But that doesn’t mean they actually engaged with it—or even cared.
Engagement is a stronger signal of impact. If someone takes the time to comment, save, or share your post, they’re not just scrolling. They’re paying attention.
And in the early days of building a business, that’s what you need: attention that turns into action.
The Frustration with Agency Reports
I’ve worked with multiple agencies over the years. And honestly, this part still frustrates me.
They’d rave about how our brand awareness was improving. Impressions were up. Reach was higher. The charts looked amazing.
But the ad spend was climbing—and no one seemed too concerned about whether it was bringing in actual results.
That’s not good enough.
I’ve got a business to run. I’ve got bills to pay. And vague brand metrics don’t help me decide what to do next.
Yes, top-of-funnel activity has its place. But only if it leads somewhere.
If you’re working with an agency, don’t be afraid to ask:
They’d rave about how our brand awareness was improving. Impressions were up. Reach was higher. The charts looked amazing.
But the ad spend was climbing—and no one seemed too concerned about whether it was bringing in actual results.
That’s not good enough.
I’ve got a business to run. I’ve got bills to pay. And vague brand metrics don’t help me decide what to do next.
Yes, top-of-funnel activity has its place. But only if it leads somewhere.
If you’re working with an agency, don’t be afraid to ask:
- What are we tracking?
- What does success actually look like?
- How will we know this is working?
What You Should Be Tracking
Here’s what I care about these days:
- Conversion rate: Are people actually doing the thing I want them to do?
- Click-through rate: Is my message resonating enough to drive action?
- Comments + shares: Are people engaged enough to respond or pass it on?
- Email replies: Are my emails starting real conversations?
- Cost per lead / ROAS: Is what I’m spending bringing a return?
Final Thought:
Vanity metrics aren’t evil. But they can be distracting.
If you’re a founder trying to grow, focus on the numbers that tell you something real. Something you can act on. Something that helps you decide what to do next.
That’s the kind of data that drives growth.
If you’re a founder trying to grow, focus on the numbers that tell you something real. Something you can act on. Something that helps you decide what to do next.
That’s the kind of data that drives growth.