Sometimes more = better. Chocolate, sleep, hours in the day… I could go on. But when it comes to marketing, there are areas where this equation simply isn’t true. When looking at data, for example, there are some metrics that we spend too much time analysing, when they won’t really help us improve our marketing. With that in mind, let’s look at five metrics that you could give up tracking – and why.
Finding out the percentage of how many people opened your email may seem like a great idea, but the figures can be misleading. A lot of it is based on the email client that the person is using to open their email: it can be considered an ‘open’ only when the images are downloaded. Rather than the open rate, looking at clickthroughs could be the wiser option – it shows how many people want to engage with your company further.
Likes on Facebook
Although it means the audience (literally) likes your brand, a Like doesn’t mean they’re looking on your website – one of the main reasons your brand is on Facebook in the first place. Whenever you post something, keep clickthroughs in mind.
Tracking impressions can be somewhat unreliable, as some ad programs count an impression every time the page is loaded – whether or not the ad was actually viewable. Again, it’s better to look at the clickthrough rates on your ads to give you an idea of how well it’s doing.
I honestly love receiving comments on my blogs and sparking debate. But I’ve learnt not to always rely on the volume of comments to determine whether a post is successful or not. Why? Because the comments don’t always draw a parallel with brand-building goals. A post that only has one comment could generate loads of leads, for example.
Reports on Entire Databases
We shouldn’t make the mistake of lumping all contacts together into one group and then analysing all of them – they’re not all equal, and should be segmented based on similar characteristics.
What do you think of these metrics to avoid? Have you been guilty of becoming obsessed with any of them, only to realise that your attention would be better focused elsewhere?