Using analytics to generate data is an integral part of a legal marketing campaign. This allows us to see what’s working and what’s not so that we can make more educated decisions in the future. But one trap that countless legal marketers fall into is being fooled by vanity metrics.
What are Vanity Metrics?
Kissmetrics defines this term as “data points that make us feel good if they go up but don’t help us make decisions.” Fizzle defines it as “numbers or stats that look good on paper, but don’t really mean anything important.”
Vanity metrics involve data that appears as if your marketing efforts are going great and moving in the right direction. But in reality, the numbers aren’t actually translated into legitimate results (e.g. conversions and new clients). In other words, the data is shallow, and you’re legal marketing campaign isn’t progressing. It just seems like it is.
Examples of Vanity Metrics
Some of the most common examples include:
- Volume of visitors
- Registered users
- Downloads for an eBook, whitepaper, etc.
- Raw pageviews
What’s the correlation between these metrics? None of them directly contribute to what’s important — leads and conversions. While it’s natural to get excited if you’re site has an influx of visitors, your eBook gets downloaded thousands of time and so on, this data doesn’t necessarily mean you’re getting results.
Vanity metrics can be problematic because you may end up getting lulled into a false sense of security and thing that your campaign is a well-oiled machine when in reality, it’s far from perfect. There may be a specific area that needs to desperately be addressed, but you don’t see it because you’re being fooled by the illusion of marketing success.
Rather than salivating over shallow vanity metrics, you should be spending your time focusing on actionable metrics which are defined by Fizzle as “stats that tie to specific and repeatable tasks you can improve and to the goals of your business.”
Kissmetrics states that “actionable metrics are geared to answer these questions:”
- How do you gain or lose revenue?
- How do you gain or lose customers?
- What are the key functions and benefits that people are coming to you for?
More specifically, you’ll want to pay close attention to where your leads and clients are coming from, which sources are leading to conversions and how you’re generating your revenue. For instance, maybe it’s social media and search engines that are bringing in the bulk of your leads and clients. Or maybe there’s a certain landing page that’s primarily responsible for conversions.
These are the metrics that are truly important to your legal marketing. As long as you remain fixated on actionable metrics, you’ll be able to stay on track and spot any inefficiencies that are hindering your progress.
Don’t get suckered into falling for vanity metrics. They don’t carry any real weight and can potentially get your legal marketing campaign off track. Instead, place your attention on actionable metrics that are truly results-oriented, and your campaign will be in a position to thrive.