Brands can use vanity metrics to understand the customer journey and its contribution to business goals.
This piece notes brands can quantify the value of vanity metrics by measuring non-transactional marketing goals like brand awareness and sentiments. Marketers can leverage vanity metrics to optimise campaigns or content for their target audiences on specific channels.
Vanity metrics such as comments on LinkedIn are more valuable in measuring brand sentiment than comments received on YouTube. Brands can also capitalise on vanity metrics resulting from A/B tests to know if their content is resonating and relevant to targeted audiences.
While vanity metrics like clicks do not directly correlate to ROI, they help brands understand audiences better on various channels. For brands to tie vanity metrics to ROI, they should focus on metrics which contribute to conversions like customer lifetime value (CLTV).
[10 minute read]