Metrics That Actually Matter
Editorial Guide / Analytics
Impressions are a Vanity Metric
10,000 impressions on a meme does less for your pipeline than 100 reads of a highly technical, deeply argued thesis by your target buyers. Stop reporting on impressions to your executive team.
What to Measure Instead
- Qualitative Comments: Are peers arguing with your premise? That is high engagement.
- Dark Social Attribution: "How did you hear about us?" fields on intake forms.
- Profile Views from Target Accounts: For ABM strategies, who looks at your page after you post is more important than the post itself.