Vanity metrics
Metrics that look good but don’t reflect real business progress (e.g. impressions without conversions). A common red flag is chasing them.
Definition
Metrics that look good but don’t reflect real business progress (e.g. impressions without conversions). A common red flag is chasing them.
More context
Vanity metrics are numbers that increase without indicating meaningful progress toward your goals. They often correlate with activity (views, clicks) but not outcomes (qualified pipeline, revenue, retention).
Why it matters
Vanity metrics can create false confidence and lead to scaling the wrong things.
How to use it
Use vanity metrics only as diagnostics, always pair them with outcome metrics, and anchor decisions in KPIs tied to OKRs.
Common pitfalls
Celebrating vanity improvements as success, or optimizing them without confirming downstream impact.
Related terms
- KPI (Key Performance Indicator) — A measurable number used to guide decisions and evaluate progress. The first step in the process is choosing a KPI that can be measured periodically.
- OKR (Objectives and Key Results) — A goal-setting method that connects an Objective (what you want) to Key Results (how you measure progress). Used to steer experiments toward meaningful outcomes.
- Conversion — A defined action that indicates progress (e.g. lead, signup, purchase). Conversions must have consistent definitions across teams to avoid confusion.
- Prioritization — The phase where you select what to test next based on likelihood of success, resource intensity (time/money), and scalability.