Vanity Metrics

Vanity metrics are statistics that look spectacular on the surface but don’t necessarily translate to any meaningful business results. Examples include the number of social media followers or the number of views on a promotional video. While the data might seem superficially impressive, these metrics do not accurately reflect an organization’s key drivers (e.g., active users, engagement, the cost of acquiring new customers, etc.) and provide very little insight into how a product or initiative relates to broader business objectives.

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