Vanity metrics look impressive but rarely drive action. Open rates, impressions and list size can mask deeper issues. To make smarter decisions, focus on metrics that reveal intent, engagement and outcomes. Here’s how to do it in Force24, with signposting to key resources.
What are vanity metrics?
Vanity metrics are numbers that rise without indicating real interest or progress. Examples include:
Email open rates
Total subscribers
Ad impressions
Raw website visits
These can hide low engagement, poor deliverability or misaligned content.
Why ditch opens and clicks?
With privacy protections like Apple Mail Privacy Prevention, many opens aren’t human. Even when opens were reliable, they only show someone glanced at your email. For a deeper dive, see It’s time to ditch opens and clicks - here’s why, plus 10 KPIs.
What to track instead
1. Click and conversion data
Measure genuine interaction with:
Unique click rate (How to increase your unique click rate)
Click-through rate vs unique clicks (What is the difference between clicks and unique clicks?)
Click-to-open rate
On-page goal completions and high‑value URL visits (High‑value and goal URLs)
Install tracking and monitor behaviour on the Web activity page by following How to deploy your tracking script (v3).
2. Engagement scoring
Behaviour over time indicates real interest. Build a lead scoring model in journeys using both positive and negative signals. Edit your scoring values to fine‑tune thresholds with How to edit lead score values. For best practices, see Turn behavioural data into gold - lead scoring best practices you need to know.
3. Deliverability health
If your emails don’t reach inboxes, engagement won’t happen. Track:
Hard, soft and spam bounces (see What is a hard‑soft‑spam bounce? and Managing soft and spam bounces for optimal deliverability)
Spam complaints (learn how to reduce them in How to reduce spam complaints )
Known spam trigger words via 200 known spam phrases and email tips
Overall best practices via Deliverability best practice
Inbox placement and spam avoidance via How to avoid landing in spam
4. Outcome metrics
Align metrics to campaign goals. Measure conversions delivered by forms - whether demo requests, downloads or sign‑ups - by creating and embedding forms:
Then view all results in one place with How to report on your campaign.
Tie metrics to purpose
Every campaign needs a clear goal - awareness, engagement or conversion. Choose metrics that reflect progress toward that goal. If a number doesn’t guide action, it’s likely a vanity metric.
Additional resources
For hands‑on advice, watch our webinar recordings or reach out via live chat.