Marketing
The Metric Your Boss Cares About (And the One That Actually Matters)
Your boss asks about followers. Your marketing team talks about impressions. Neither is looking at the right number.
Transcript
Your boss asks about followers. Your marketing team talks about impressions. Neither of them is looking at the right number...
Vanity metrics are the junk food of marketing. They look good. They feel good.
And they will absolutely destroy you if that is all you are eating. Followers do not pay invoices. Impressions do not pay invoices.
That post that got 200 likes from people who will never buy from you? That definitely does not pay invoices. The only metric that actually matters is this: how much did you spend on marketing, and how much revenue came back?
That is it. Everything else is a supporting act. I am not saying followers do not matter at all.
I am saying they matter the way a queue outside a restaurant matters. It looks impressive. But if nobody inside is actually ordering food, you have got a popularity problem, not a business.
Every report we send our clients leads with revenue impact. Not impressions. Not reach.
Not how many people saw a carousel post on a Wednesday. Revenue. Leads.
Conversions. The stuff that keeps your business alive. Next time someone tells you a campaign was successful because it got a lot of impressions, ask them to define 'impression.' Then watch them struggle.
It is educational.
