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Vanity metrics: the likes and followers trap
5 minutes · 7 steps · workout 5 of 6 in this module
What you'll be able to do
By the end of this workout, you'll be able to spot a vanity metric with two quick tests, swap it for the actionable number behind it, and resist scaling a “viral” result that isn't selling.
A first look: Two tests for a vanity metric
A vanity metric is a number that feels good but doesn't change what you'd do. Two tests catch most of them. Test 1: if this number doubled next month, what would we do differently? If the answer is “nothing,” it's vanity. Test 2: can it go up while the business gets worse? Cumulative totals (total followers, total downloads, all-time views), reach, impressions and likes all pass this test easily. They're not useless: they're early signals at the top of the funnel. They just don't belong at the top of the report. A note on why they feel so important: likes and follower counts are social proof, and social proof works on your customers. It's a persuasion tool for the product page, not a KPI for the dashboard.
Example: Northpack's report used to open with “2.4M impressions.” Now it opens with “30-day ordering customers: 1,120.” Impressions moved to the awareness branch of the tree.
What this workout covers
- Two tests for a vanity metric
- Case: The video that went viral
- Set complete: every number on the dashboard must answer “so what do we do?”
A question from this workout
Try this before the explanation. Which of these numbers tells you the least about whether Green Garden is actually growing?
- Total Instagram followers
- Monthly purchasing customers
- Repeat purchase rate
- Gross profit per order
Pick your answer first, then open the reasoning below.
Show the answer and the reasoning
Answer: A. Total Instagram followers
Total followers can only go up, and it goes up even in a month when sales fall. The other three drop when the business gets worse, which is exactly what a useful number does. The most common mistake is picking gross profit per order because it “sounds like finance.” It's the opposite of vanity: it changes decisions about pricing and ads every week.
The other steps work the same way: you decide first, then see why each option is right or wrong.
How you practice here
- 2 short concept cards
- 1 multiple-choice question
- 1 campaign case with real-looking numbers
- 1 matching exercise
- 1 guided calculation
- 1 recall question from an earlier workout
Part of the module: Marketing Metrics and KPIs
Knowing which numbers really matter: choosing KPIs, unit economics, profitability and setting realistic targets.
More workouts in this module
- Metric or KPI? Numbers tied to a goal
- CAC, LTV and payback period
- ROAS is not enough: profit margin and break-even ROAS
- The North Star metric and the metric tree
- Setting realistic targets: past data, seasonality and budget
Programs that include this workout