Don’t Obsess About Vanity Metrics

I often see advisors obsess over marketing metrics such as website visitors and social media followers—or what we call “vanity metrics.” These numbers make you feel good, but they aren’t leading indicators of your business’s future success. Nor do they provide information to inform your strategy.

Here are examples of vanity metrics:

• Website visitors

• Social media followers

• Number of attendees at your client event

Instead, you want to focus your analysis on metrics that truly help inform your strategy:

• Number of people who scheduled appointments

• Number of new people added to your marketing database

• Lead source (e.g., website, referral) of new prospects

• Conversion rate