Marketing metrics are broken
You’ve hit every KPI. Open rates are soaring, impressions are through the roof, and your dashboard is a sea of green arrows. So why does it feel like your marketing efforts aren’t translating into real growth?
The problem isn’t the numbers themselves. Metrics can tell you what’s happening, but they don’t always tell you why it matters. We confuse activity with progress too often, celebrating vanity metrics while overlooking the bigger picture.
Why metrics alone aren’t enough
Metrics are valuable because they’re easy to track. They give us something tangible to measure and share, but they only tell part of the story.
Take, for example, a social post that racks up thousands of likes. It’s tempting to call that a win, but if none of those likes lead to meaningful engagement or action, what has it really achieved? Similarly, an email campaign with a stellar open rate might look great on paper, but if your audience doesn’t take the next step, the impact is minimal.
Impact is harder to measure but it’s also more rewarding. It’s about creating campaigns that resonate, spark action, and build lasting connections with your audience. Here’s how marketers can refocus their efforts:
Quality over quantity
Instead of pumping out endless streams of content, prioritize what truly resonates. Would you rather have one blog post that deeply connects with your audience or ten that no one remembers? Fewer, better assets often have a much better impact.
Engagement that matters
Focus on meaningful interactions. Are people commenting with thoughtful responses, sharing your content, or asking questions? A conversation with your audience is far more valuable than a thousand passive likes.
Actual business outcomes
It’s not enough to drive clicks — are those clicks turning into sign-ups, purchases, or long-term customer loyalty?
Moving from a metrics-driven mindset to one focused on impact requires a shift in perspective. Instead of asking, “What’s the easiest way to boost our numbers?” start asking, “What’s the bigger story we’re trying to tell?” And this doesn’t mean abandon data altogether. Of course not. Metrics are still important, but they should be tools that guide your strategy, not the goal itself. When marketers put meaning first, the numbers often follow naturally.
