Are You Measuring the Right Things — Or Just the Easiest Things?

In the world of digital marketing, it’s easy to get caught up in numbers. Follower counts, likes, views, email opens …they’re all right there, just a click away. But when it comes to growing your business, not all metrics are created equal. The numbers that are easiest to track aren’t always the ones that truly matter.

At our agency, with roots in Vancouver, BC and Silicon Valley, CA we’ve worked with businesses of all sizes. Whether you’re running a boutique studio or scaling a tech brand, we see it all the time: teams obsessing over surface-level data while overlooking the real indicators of growth. So, let’s talk about the difference between vanity metrics and valuable ones - and how to know what’s worth watching.

Vanity Metrics vs. Metrics That Actually Matter

Vanity metrics are tempting. They’re visible, quick to change, and easy to report. A spike in likes, a jump in followers, or an uptick in impressions might feel good, but if it’s not driving bookings, purchases, or engagement that leads to action, it might not be worth your focus.

Instead, we encourage businesses to look deeper. Are people actually clicking the link in your bio? Are they messaging you with questions? Booking appointments? Sharing your content with friends? These are signs that your marketing is working, not just getting seen, but actually connecting.

What Small Businesses Should Focus On

If you’re a small business owner, your time and budget are often stretched thin. That means you need to be extra intentional with what you’re measuring. Metrics like lead generation, appointment bookings, and direct conversions from social media are far more important than follower growth or how many people “liked” your latest post.

Also key is local engagement ; particularly if you’re a service-based business. You could have 10,000 followers, but if none of them are in your area or ready to buy, it doesn’t mean much. Pay attention to who’s engaging and whether they’re part of your actual customer base. For many small businesses, tracking the number of DMs that turn into bookings or the click-through rate from an Instagram story to your scheduler can offer a far clearer picture of your marketing performance than impressions ever could.

What Larger Businesses Should Track

Larger brands, with more infrastructure and data, have different needs…but the principles still apply. While reach and brand awareness are important at scale, you still want to make sure every campaign ties back to a measurable outcome. That means looking at metrics like Return on Ad Spend (ROAS), multi-platform attribution, customer retention rate, and content performance across segments.

With more platforms, more data, and more audiences, it becomes essential to understand not just what’s happening — but why. Which platform is driving the most qualified leads? What kinds of content are pushing people to take action? When done right, this type of analysis can unlock smarter decision-making and higher returns on every dollar spent.

One of the most common complaints we hear from new clients is that marketing agencies make things too complicated — or worse, too vague. That’s why we do things differently. Whether you’re based in Vancouver or the Bay Area, our approach is the same: transparent pricing, affordable service, and a strategy that’s actually aligned with the platforms you use and the goals you have.

We don’t believe in fluff. Every monthly report we send is tied to real KPIs — ones that make sense for your business model. We focus on actual outcomes: Are people booking? Are they buying? Are they coming back?

By tailoring our strategy to your business, we help ensure your marketing efforts are working for you — not just performing for a dashboard.

At the end of the day, measuring the right things starts with asking the right questions.

Instead of, “How many followers did I gain this week?” try asking:

• “How many people booked a service after seeing this post?”

• “Which campaign brought in the highest-value customer?”

• “What kind of content actually drives clicks, shares, or saves?”

When you start asking smarter questions, you start making smarter decisions. And that’s what leads to real growth.

Whether you’re a solo founder or managing a multi-location brand, we’re here to help you simplify your marketing strategy and focus on what really matters. Our team is passionate about making data make sense — and delivering results that speak louder than likes.