{"id":1711,"date":"2017-09-28T12:57:28","date_gmt":"2017-09-28T10:57:28","guid":{"rendered":"http:\/\/147.91.204.66\/wordpress\/6-metrics-you-might-think-are-important-but-really-arent-and-what-to-track-instead\/"},"modified":"2017-09-28T12:57:28","modified_gmt":"2017-09-28T10:57:28","slug":"6-metrics-you-might-think-are-important-but-really-arent-and-what-to-track-instead","status":"publish","type":"post","link":"http:\/\/147.91.204.66\/wordpress\/6-metrics-you-might-think-are-important-but-really-arent-and-what-to-track-instead\/","title":{"rendered":"6 Metrics You Might Think are Important But Really Aren\u2019t (And What to Track Instead)"},"content":{"rendered":" <style>\r\n  .ui-tabs {display: table; }\r\n  .ui-tabs-nav {display: table;}\r\n \r\na.ui-tabs-anchor {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 15px; \r\n\tcolor: #B52700;\r\n        margin: 5px 20px;\r\n}\r\n\r\ndiv.ui-tabs-panel {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 14px;\r\n\tfont-weight: normal;\r\n\tcolor: #B35B22;\r\n}\r\n\r\n  <\/style><p>this is an blog post on 6 Metrics You Might Think are Important But Really Aren\u2019t (And What to Track Instead).<\/p>\n<p>Be sure to read the full note and view the main site<\/p>\n<p>You know all of those metrics you track?<\/p>\n<p>They\u2019re probably worthless.<\/p>\n<p>I\u2019m not saying they have absolutely no value, of course. I\u2019m just saying they\u2019re doing nothing for your bottom line most of the time.<\/p>\n<p>These are the things that you think matter, but don\u2019t.<\/p>\n<p>In other words, you can track them, but don\u2019t rely on them for real dollar value.<\/p>\n<p>The trick is knowing which ones are valuable and which aren\u2019t.<\/p>\n<p>Here\u2019s why some of those \u201cimportant\u201d metrics don\u2019t really matter. Along with a few actionable ones you should worry about instead.<\/p>\n<h2>1. Clicks + Pageviews<\/h2>\n<p>We\u2019ve heard it all before. The questions, the egos, the bragging.<\/p>\n<p><em>How do I drive 100,000 visitors in a month? I need traffic fast!<\/em><\/p>\n<p>Here\u2019s how I drove 4,000 visitors a day, you can too with these simple tricks! <\/p>\n<p>*sigh*<\/p>\n<p>It sounds too good to be true, because it is. <\/p>\n<p>Unless you\u2019re getting paid for the pageview, and you want people to bounce instantly and never return, then go for it. Spam your link on Pinterest, forums and Reddit. <\/p>\n<p>But, if you want to be realistic with yourself, clicks on your ads and page views on your content mean nothing if people aren\u2019t either:<\/p>\n<ol>\n<li>Sticking around and reading more on your site<\/li>\n<li>Converting \/ buying a product or service \/ signing up for something<\/li>\n<li>Fulfilling the goal you have set on that page for visitors<\/li>\n<\/ol>\n<p>So, if your clicks went through the roof yesterday like this: <\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/clicks-analytics.png\" class=\"alignnone size-full wp-image-34224\" \/><\/p>\n<p>But, your conversions were like this: <\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/low-conversions-more-clicks.png\" class=\"alignnone size-full wp-image-34226\" \/><\/p>\n<p>And your pageviews were like this:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/pageviews-time-on-page.png\" class=\"alignnone size-full wp-image-34227\" \/><\/p>\n<p>But your goal completions were like this:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/goal-completions-zero-value.png\" class=\"alignnone size-full wp-image-34228\" \/><\/p>\n<p>Then what.is.the.point?<\/p>\n<p>Clicks and pageviews are <em>worthless<\/em> if they don\u2019t lead to conversions.<\/p>\n<h2>2. CTR<\/h2>\n<p>CTR. The glorified metric that drives everyone from PPC to SERP \u201cgrowth hackers\u201d crazy. <\/p>\n<p>Look at me, I\u2019ve got a 66% CTR! <\/p>\n<p>Oh cool, how many conversions did that get you? Two out of 4,000 clicks? Make it rain baby!<\/p>\n<p>Ok, on a more serious note, here\u2019s why CTR don\u2019t mean $#!* in the real world:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/ctr-conversions.png\" class=\"alignnone size-full wp-image-34229\" \/><\/p>\n<p>Take a look at that AdWords table. <\/p>\n<p>The highest converting, highest traffic keyword\/ad group has the lowest CTR (by far).<\/p>\n<p>YET\u2026 also the highest conversions (by far). <\/p>\n<p>Paying a low bid on the keyword and spending less money = lower positions = more competition = lower CTR.<\/p>\n<p>But, conversions are still sky-high. <\/p>\n<p>The whole account has an average total CTR of 3.49%. That\u2019s \u201cnot good.\u201d<\/p>\n<p>Except, the average Cost per Conversion is 5x lower than the average sale revenue. <\/p>\n<p>I\u2019ll take that deal any day of the week.<\/p>\n<p>CTR ain\u2019t the gold standard. I don\u2019t care what your CTR is if it doesn\u2019t bring in conversions. <\/p>\n<h2>3. Impressions<\/h2>\n<p>Let\u2019s say you own a brick and mortar store. You sell shoes. <\/p>\n<p>It\u2019s launch day and you get 40,000 people to walk in and out of your store that day. <\/p>\n<p>Those ads must be working!<\/p>\n<p>You\u2019re checking \u2018the books\u2019 and you see the following sales numbers: $500. Total. <\/p>\n<p>Now do you get it? <\/p>\n<p>Impressions are cool and all.<\/p>\n<p><em>\u201cHey, (insertbossesname), our product was seen by 100,000 people today!\u201d<\/em><\/p>\n<p>But at the end of the day, they don\u2019t matter if (can you guess what\u2019s next?) they don\u2019t lead to sales, conversions, or goal completions. <\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/impressions-in-ad.png\" class=\"alignnone size-full wp-image-34230\" \/><\/p>\n<h2>4. Total Backlinks<\/h2>\n<p>Backlinks are good. They help with ranking metrics and credibility. <\/p>\n<p>But total backlink <em>quantity<\/em> is over-emphasized. <\/p>\n<p>Constantly we see people worrying about how many links they can get, however they can. <\/p>\n<p>*Queue Oprah Gif: You get a link! You get a link! And you get a link! <\/p>\n<p>If your backlink profile is spammy:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/spammy-backlink-profile.png\" class=\"alignnone size-full wp-image-34231\" \/><\/p>\n<p>\u2026 then those links don\u2019t mean anything. <\/p>\n<p>URL\u2019s with low DA\u2019s that are known for spamming or giving links like it\u2019s candy on Halloween aren\u2019t going to get you to the top of Google (anymore).<\/p>\n<p>Ideally, you want a nice backlink profile from relevant, editorially-based sources that don\u2019t just hand over easy links willy nilly.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/links-to-site.png\" alt=\"kissmetrics backlinks\" class=\"alignnone size-full wp-image-34235\" \/><\/p>\n<h2>5. Rankings<\/h2>\n<p>Rankings can be awesome. Who doesn\u2019t love being #1 on Google? <\/p>\n<p>We\u2019ve all seen this graph before: <\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/traffic-by-search-position.png\" alt=\"traffic drop-off after first page on google\" class=\"alignnone size-full wp-image-34233\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>Sounds peachy, doesn\u2019t it? <\/p>\n<p>We simply grind our content to the top ten positions and get the lion\u2019s share of clicks. <\/p>\n<p>But, it\u2019s BS. Just ask Wil Reynolds. <\/p>\n<p>Google is constantly changing. Personalizing their methods, learning about real people, and real human interaction with their service. <\/p>\n<p>SEO rankings are more related to user search history now.<\/p>\n<p>There\u2019s more importance being placed on things like first impressions and brand loyalty in today\u2019s world than there is on keywords and content.<\/p>\n<p>So doing all those little SEO tricks to get you to the #1 spot isn\u2019t going to be as helpful as you think.<\/p>\n<p>AND, #1 on the SERPs doesn\u2019t translate into conversions.<\/p>\n<p>You need a funnel. Not a ranking.<\/p>\n<h2>6. A\/B Test Results<\/h2>\n<p>Most A\/B tests fail to provide meaningful insights. <\/p>\n<p>Why?<\/p>\n<p>Because you\u2019re testing your own opinions and assumptions, allowing that pesky biases to ravage your results. <\/p>\n<p>That\u2019s not the only problem, though.<\/p>\n<p>Peep Laja from CXL tested tons of data and experiments and found that A\/B testing is worthless if you have less than 1000 conversions. Per month. Minimum. <\/p>\n<p>Welp, that\u2019s disheartening. Unless you\u2019re getting over 1k (minimum) conversions per month, forget A\/B testing and the results you got. <\/p>\n<p>They don\u2019t mean anything. <\/p>\n<p>They might look nice at first. But most likely, they\u2019ll regress back to the mean eventually.<\/p>\n<h2>Here\u2019s what you should be tracking, instead<\/h2>\n<p>Don\u2019t drown in all this negativity just yet. There\u2019s good news, too.<\/p>\n<p>Here are a few metrics to focus on to help make the cash register ring.<\/p>\n<h3>1. Funnel Report Data<\/h3>\n<p>We just talked about how A\/B testing was a waste of time unless you have 1,000 minimum conversions per month.<\/p>\n<p>BUT, you can figure out your conversion trouble spots much faster using funnel report data (courtesy of Kissmetrics).<\/p>\n<p>Funnel reports show you how users actually move through your website.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2016\/10\/ecommerce-funnel-new-kissmetrics-funnel.jpg\" class=\"alignnone size-full wp-image-32008\" \/><\/p>\n<p>You can see who performed certain actions, who <em>didn\u2019t<\/em> perform a desired action, and who skipped certain steps in your funnel (for good or for ill).<\/p>\n<p>You can also track certain steps in your funnel:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/funnel-steps-kissmetrics.png\" class=\"alignnone size-full wp-image-34234\" \/><\/p>\n<p>So if someone visited, then signed up for a newsletter, then viewed a video, you\u2019d know.<\/p>\n<p>You can then use this data to do things like:<\/p>\n<ol>\n<li>Identify conversion bottlenecks preventing people from joining, signing up, opting-in, or signing on the dotted line<\/li>\n<li>Segment your audience into cohorts to further analyze your funnel<\/li>\n<li>Zoom in on your acquisition funnel to see exactly where and when customers activate<\/li>\n<\/ol>\n<p>Basically, you can determine how to increase conversions. Reliably. Consistently. Without running a single A\/B test.<\/p>\n<h3>2. Backlink Quality<\/h3>\n<p>High quality backlinks can be hard to get.<\/p>\n<p>You can\u2019t fake \u2018em.<\/p>\n<p>They\u2019re a leading indicator, sure. But the best kind. <\/p>\n<p>It\u2019s a measure of performance, telling you (1) how efficient those promotional activities are and (2) if you can expect to see increased traffic in the near future as a result.<\/p>\n<p>For example, here\u2019s what a good backlink profile should look like:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/backlink-profile.png\" alt=\"moz open site explorer\" class=\"alignnone size-full wp-image-34232\" \/><\/p>\n<p>#humblebrag<\/p>\n<p>It\u2019s diverse.<\/p>\n<p>We aren\u2019t getting hundreds of links from the same site over and over, as the link quality wouldn\u2019t be as strong or meaningful.<\/p>\n<p>And there are links from other high-quality sites in our industry. Relevance for the win!<\/p>\n<p>But building high-quality backlinks takes an investment.<\/p>\n<p>One survey by Moz found that roughly 37% of business owners spend between $10,000 and $50,000 per month on external link building.<\/p>\n<p>That\u2019s a lot.<\/p>\n<p>We\u2019re not saying you have to invest that much. There is a lot you can do to get better backlinks without dropping that kind of dough.<\/p>\n<p>The point isn\u2019t to just build links. That poor-house mindset is how you end up with the junk.<\/p>\n<p>The point is to look at how you\u2019re getting those links. The campaigns and activities and efforts bringing them in.<\/p>\n<p>Change the strategy, change the end result.<\/p>\n<h3>3. ROI<\/h3>\n<p>Good old ROI. The gold standard metric.<\/p>\n<p>That <em>no one<\/em> ever talks about online.<\/p>\n<p>You see all the other stuff here. You might see revenue numbers and customer counts.<\/p>\n<p>However, rarely do you see blog posts diving into the bottom-line numbers that actually count.<\/p>\n<p>Let\u2019s say you get four impressions and one click (and one pageview), with a 0.25%CTR and 0.25% conversion rate.<\/p>\n<p>BUT, you only spend $5 and the buyer converts for 10x your cost per acquisition.<\/p>\n<p>See what I mean? Who gives a crap about any other metric in the end besides ROI.<\/p>\n<p>Now, I\u2019m not saying you should completely ignore optimizing for conversions. Definitely not. Those are extremely important.<\/p>\n<p>Just keep in mind that data lies. High conversion rates aren\u2019t always as promising as they look.<\/p>\n<p>Look at historical data, pinpoint trends, figure out what ROI means for you.<\/p>\n<p>Ask: <em>How does this specific measurement help our company\u2019s growth?<\/em><\/p>\n<p>And by growth, we don\u2019t mean impressions, rankings, etc. <\/p>\n<p>Knowing the number of leads each ad campaign is driving is fine. But it\u2019s not good. You can\u2019t stop until you see how much revenue each attributes.<\/p>\n<h2>Conclusion<\/h2>\n<p>Some metrics matter more than others.<\/p>\n<p>Traffic, clicks, page views, CTR, and\u2026 don\u2019t matter as much in the long run. Vanity metrics like these sound amazing on press releases and blog posts and webinars and Growth Hackers and weekly stand-up meetings.<\/p>\n<p>But they don\u2019t help so much when it comes time to run the annual numbers.<\/p>\n<p>You want to think big picture.<\/p>\n<p>Look at your overall funnel. Where are people coming in? What are they doing? Where are they going?<\/p>\n<p>Look at your backlinks to see which drive signups. Links, by themselves, are fine. But the important part is to first identify the ones driving real business actions. And then reverse-engineer which activities are driving the \u2018winners\u2019 vs. the \u2018losers.\u2019<\/p>\n<p><a target=\"_blank\" href=\"https:\/\/blog.kissmetrics.com\/metrics-you-think-are-important\/\">View original article here<\/a><\/p>\n<script type='text\/javascript'>\r\n jQuery(document).ready(function() {\r\n    jQuery( \"#tabs_1711\" ).tabs({\r\n    collapsible: true,\r\n    active: false\r\n        });\r\n\tjQuery( \".scroller_1711\" ).width(jQuery( \".scroller_1711\" ).width()+1);\r\n\t\r\n\t\r\n\t\r\n  });\r\n  \r\n  <\/script>\r\n  ","protected":false},"excerpt":{"rendered":"<p>this is an blog post on 6 Metrics You Might Think are Important But Really Aren\u2019t (And What to Track Instead). Be sure to read the full note and view the main site You know all of those metrics you track? They\u2019re probably worthless. I\u2019m not saying they have absolutely no value, of course. I\u2019m &hellip; <a href=\"http:\/\/147.91.204.66\/wordpress\/6-metrics-you-might-think-are-important-but-really-arent-and-what-to-track-instead\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">6 Metrics You Might Think are Important But Really Aren\u2019t (And What to Track Instead)<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>6 Metrics You Might Think are Important But Really Aren\u2019t (And What to Track Instead) - test<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/147.91.204.66\/wordpress\/6-metrics-you-might-think-are-important-but-really-arent-and-what-to-track-instead\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 Metrics You Might Think are Important But Really Aren\u2019t (And What to Track Instead) - test\" \/>\n<meta property=\"og:description\" content=\"this is an blog post on 6 Metrics You Might Think are Important But Really Aren\u2019t (And What to Track Instead). Be sure to read the full note and view the main site You know all of those metrics you track? They\u2019re probably worthless. I\u2019m not saying they have absolutely no value, of course. 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I\u2019m &hellip; Continue reading 6 Metrics You Might Think are Important But Really Aren\u2019t (And What to Track Instead)","og_url":"http:\/\/147.91.204.66\/wordpress\/6-metrics-you-might-think-are-important-but-really-arent-and-what-to-track-instead\/","og_site_name":"test","article_author":"ytuuitutut","article_published_time":"2017-09-28T10:57:28+00:00","og_image":[{"url":"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/clicks-analytics.png"}],"twitter_card":"summary","twitter_creator":"@fdsdfsdf","twitter_misc":{"Written by":"nickisosnowski","Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebSite","@id":"http:\/\/147.91.204.66\/wordpress\/#website","url":"http:\/\/147.91.204.66\/wordpress\/","name":"test","description":"test","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"http:\/\/147.91.204.66\/wordpress\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"ImageObject","@id":"http:\/\/147.91.204.66\/wordpress\/6-metrics-you-might-think-are-important-but-really-arent-and-what-to-track-instead\/#primaryimage","inLanguage":"en-US","url":"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/clicks-analytics.png","contentUrl":"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/clicks-analytics.png"},{"@type":"WebPage","@id":"http:\/\/147.91.204.66\/wordpress\/6-metrics-you-might-think-are-important-but-really-arent-and-what-to-track-instead\/#webpage","url":"http:\/\/147.91.204.66\/wordpress\/6-metrics-you-might-think-are-important-but-really-arent-and-what-to-track-instead\/","name":"6 Metrics You Might Think are Important But Really Aren\u2019t (And What to Track Instead) - test","isPartOf":{"@id":"http:\/\/147.91.204.66\/wordpress\/#website"},"primaryImageOfPage":{"@id":"http:\/\/147.91.204.66\/wordpress\/6-metrics-you-might-think-are-important-but-really-arent-and-what-to-track-instead\/#primaryimage"},"datePublished":"2017-09-28T10:57:28+00:00","dateModified":"2017-09-28T10:57:28+00:00","author":{"@id":"http:\/\/147.91.204.66\/wordpress\/#\/schema\/person\/05346933e4e7e1a4b1b7ec131921d054"},"breadcrumb":{"@id":"http:\/\/147.91.204.66\/wordpress\/6-metrics-you-might-think-are-important-but-really-arent-and-what-to-track-instead\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["http:\/\/147.91.204.66\/wordpress\/6-metrics-you-might-think-are-important-but-really-arent-and-what-to-track-instead\/"]}]},{"@type":"BreadcrumbList","@id":"http:\/\/147.91.204.66\/wordpress\/6-metrics-you-might-think-are-important-but-really-arent-and-what-to-track-instead\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"http:\/\/147.91.204.66\/wordpress\/"},{"@type":"ListItem","position":2,"name":"6 Metrics You Might Think are Important But Really Aren\u2019t (And What to Track Instead)"}]},{"@type":"Person","@id":"http:\/\/147.91.204.66\/wordpress\/#\/schema\/person\/05346933e4e7e1a4b1b7ec131921d054","name":"nickisosnowski","image":{"@type":"ImageObject","@id":"http:\/\/147.91.204.66\/wordpress\/#personlogo","inLanguage":"en-US","url":"http:\/\/1.gravatar.com\/avatar\/7e3b073a75a374e458fb196d0a70fc13?s=96&d=mm&r=g","contentUrl":"http:\/\/1.gravatar.com\/avatar\/7e3b073a75a374e458fb196d0a70fc13?s=96&d=mm&r=g","caption":"nickisosnowski"},"description":"radio sam svuda","sameAs":["ytuuitutut","https:\/\/twitter.com\/fdsdfsdf"],"url":"http:\/\/147.91.204.66\/wordpress\/author\/nickisosnowski\/"}]}},"_links":{"self":[{"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/posts\/1711"}],"collection":[{"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/comments?post=1711"}],"version-history":[{"count":0,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/posts\/1711\/revisions"}],"wp:attachment":[{"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/media?parent=1711"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/categories?post=1711"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/tags?post=1711"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}