Capterra Glossary
Vanity Metrics
Vanity metrics are performance statistics that appear satisfying on paper, but in reality do not provide any valuable business insights. Vanity metrics include social media likes, shares, comments, views, followers, and other performance metrics that do not necessarily prove that a company’s marketing efforts are effective. For example, the number of followers an artist has on a social media platform does not necessarily correlate to the amount of albums they are able to sell. However, vanity metrics can help with the measurement of non-transactional marketing goals such as brand awareness.
What Small and Midsize Businesses Need to Know About Vanity Metrics
Small and midsize businesses can use vanity metrics to measure the success of non-transactional marketing initiatives, such as marketing efforts to promote brand awareness, sentiment, and share of voice. For instance, if a small music label wants to know if one of the artists signed to their label is gaining popularity amongst their target fan base on social media platforms, they can use vanity metrics such as followers or likes on their most recent post to determine the level of brand awareness the artist has.
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