[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fjonathan-theuring\u002Fpage\u002F7":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":133,"head_links":136,"breadcrumbs":121,"posts":140,"pages":116,"head":466},"Jonathan Theuring","","I'm a Associate Director (SEO) at Impression, where I plan and execute effective strategies that deliver growth for my portfolio of clients.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":40,"page_content_modules":95,"hero":117},"\u003Cp>Associate Director, SEO. Joined Impression in July 2019.\u003C\u002Fp>\n\u003Cp>I was an aspiring journalist as a school-leaver, completing an internship at Beijing-based magazine, The World of Chinese. From here, I went on to study English at Durham University and then a Marketing MSc at The University of Nottingham. I kept up my journalistic ambitions throughout this time, writing for several different student newspapers and online publications.\u003C\u002Fp>\n\u003Cp>It was during my master’s degree that I became switched on to digital marketing and SEO in particular. Alongside my studies, I took a voluntary role supporting a local wedding and events company, then joined Impression part-time whilst writing my MSc dissertation in July 2019. I was employed by the agency on a full-time basis two months later, and went on to progress from my entry-level role up to my current position.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fstrong>I will always be proud of having secured a role at Impression and getting promoted to where I am today. Outside of work, though, I’d say that winning a Faculty Academic Excellence Award on my MSc Marketing course is one of my proudest accomplishments.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fstrong>I’ll often be found out with friends, playing games, or chilling at home with my partner and our cats.\u003C\u002Fp>\n","Associate Director, SEO",[13,30],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},113,"98","2020-12-16 14:38:35","Content Strategy","publish","closed","content-strategy","2025-09-10 10:11:57",65,"\u002F?page_id=113",0,"page","0","raw","\u002Fseo\u002Fseo-content-agency\u002Fcontent-strategy\u002F",{"page":31,"link_text":34},{"ID":32,"post_author":16,"post_date":33,"post_date_gmt":33,"post_content":5,"post_title":34,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":35,"to_ping":5,"pinged":5,"post_modified":36,"post_modified_gmt":36,"post_content_filtered":5,"post_parent":37,"guid":38,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":39},44,"2020-03-12 15:15:01","SEO Consultancy","seo-consultancy","2025-09-10 08:24:23",35,"\u002F?page_id=44","\u002Fseo\u002Fseo-consultancy\u002F",{"ID":41,"id":41,"title":42,"filename":43,"filesize":25,"url":44,"link":45,"alt":5,"author":46,"description":5,"caption":5,"name":47,"status":48,"uploaded_to":25,"date":49,"modified":49,"menu_order":25,"mime_type":50,"type":51,"subtype":52,"icon":53,"width":54,"height":55,"sizes":56},6332,"Jonathan-Theuring","6bhGbuWP-Jonathan-Theuring.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&q=90","\u002Fjonathan-theuring\u002F","33","jonathan-theuring","inherit","2021-05-21 13:37:35","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":57,"thumbnail-width":58,"thumbnail-height":58,"medium":59,"medium-width":60,"medium-height":61,"medium_large":62,"medium_large-width":63,"medium_large-height":64,"large":65,"large-width":66,"large-height":67,"1536x1536":68,"1536x1536-width":69,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":73,"post-thumbnail":74,"post-thumbnail-width":75,"post-thumbnail-height":76,"12_col":77,"12_col-width":78,"12_col-height":79,"default_landscape":80,"default_landscape-width":81,"default_landscape-height":55,"default_portrait":82,"default_portrait-width":55,"default_portrait-height":81,"6_col_and_margin_short":83,"6_col_and_margin_short-width":75,"6_col_and_margin_short-height":79,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":79,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":79,"staff_image_696_600":91,"staff_image_696_600-width":54,"staff_image_696_600-height":55,"rectangular_thumbnail":92,"rectangular_thumbnail-width":93,"rectangular_thumbnail-height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[96],{"acf_fc_layout":97,"reduced":98,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":99,"posts":100},"author_posts",true,"Jonathan Theuring’s posts",{"data":101,"pages":116},[102],{"type_key":103,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":113},"post","Vanity Metrics and Actionable Metrics in Digital Marketing","\u003Cp>Vanity metrics and actionable metrics have been the subject of much discussion in the digital marketing community in the past few years. Social media marketing has risen to prominence, with over 50 million small businesses now on Facebook alone. At the same time, marketers have been criticised for relying on so-called vanity metrics such as […]\u003C\u002Fp>\n","\u002Fblog\u002Fvanity-metrics-and-actionable-metrics-in-digital-marketing\u002F","2025-02-11T15:55:12",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111],{"name":4,"image":112},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":114,"name":115},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO","7",{"type":118,"style":119,"title":120,"heading":4,"intro":10,"services":12,"breadcrumbs":121,"photo":57,"social":133},"author","dark","Meet the Team",[122,125,128,131],{"path":123,"name":124},"\u002F","Home",{"path":126,"name":127},"\u002Fabout\u002F","About Us",{"path":129,"name":130},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":132,"name":4},null,{"twitter":134,"linkedin":135},"https:\u002F\u002Ftwitter.com\u002Ftheuring_seo","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fjonathantheuring\u002F",[137],{"rel":138,"href":139},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fjonathan-theuring\u002F",[141],{"id":142,"date":143,"date_gmt":143,"guid":144,"modified":107,"modified_gmt":107,"slug":146,"status":19,"type":103,"link":106,"title":147,"content":148,"excerpt":151,"author":152,"featured_media":153,"comment_status":154,"ping_status":20,"sticky":150,"template":5,"format":155,"meta":156,"categories":159,"collections":161,"coauthors":162,"class_list":164,"acf":172,"head_links":173,"breadcrumbs":174,"url_path":106,"search_description":158,"featured_image_urls":181,"authors":216,"type_nicename":227,"reading_minutes":108,"category":228,"yoast_title":230,"yoast_meta":231,"yoast_json_ld":287,"_links":417},4635,"2019-10-07T14:58:04",{"rendered":145},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fvanity-metrics-and-actionable-metrics-in-digital-marketing\u002F","vanity-metrics-and-actionable-metrics-in-digital-marketing",{"rendered":104},{"rendered":149,"protected":150},"\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Vanity metrics and actionable metrics have been the subject of much discussion in the digital marketing community in the past few years. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Social media marketing has risen to prominence, with over\u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.dreamgrow.com\u002F21-social-media-marketing-statistics\u002F\">\u003Cspan style=\"font-weight: 400;\"> 50 million small businesses now on Facebook alone\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. At the same time, marketers have been criticised for relying on so-called vanity metrics such as a company’s number of Twitter followers to demonstrate the success of their marketing efforts. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This guide will first distinguish between vanity metrics and actionable metrics. Contrary to popular opinion, however, it will then argue that both types of metric can be useful in certain digital marketing contexts – indeed, the term actionable metric is something of a misnomer.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FVpHbBNuX-050720211625526276_third-party-seo-metrics-scaled.jpg?auto=compress%2Cformat&q=90\" alt=\"Analytics dashboard on a laptop\" class=\"wp-image-8336\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Analytics dashboard\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"vanity-metrics\">\u003Cb>Vanity Metrics\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Vanity metrics are measurements that seem impressive at first yet which are not directly tied to core, revenue-based business goals. As such, these metrics can often be dismissed as useless or even misleading. There is some disagreement over which metrics can be defined in this way. However, metrics that are commonly assigned to the vanity category include:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">A company’s number of social media followers\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Website traffic\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Social media impressions, likes, and comments\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Number of new leads\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Number of newsletter subscribers\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Blog post page views\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Social shares\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Looking at this list, it’s evident that some of these metrics should be a matter of priority for certain businesses. Online news outlets, for example, can directly link website traffic to their core business goals given that this type of business model relies on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002F\">display advertising\u003C\u002Fa> to generate revenue. Blanket statements pointing to the uselessness of vanity metrics are clearly misguided.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"engagement-metrics-not-vanity-metrics\">\u003Cb>Engagement metrics, not vanity metrics\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Many of the vanity metrics in this list can also be used to track prospects’ interactions with a brand’s online touchpoints. In such cases, vanity metrics should really be viewed as engagement metrics. Metrics that enable a firm to see how potential customers are interacting with their posts or ads are inherently useful – they can be used as benchmarks for the performance of online marketing activities and can therefore facilitate the optimisation of a company’s content strategy.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For example, if an above-average number of users share and comment on a Facebook post, then it may be beneficial to expand its reach through paid promotion. The high levels of interaction with the post could act as social proof, encouraging more users to engage with it and potentially convert. Equally, high-performing organic social media posts can be used to guide the creation of engaging paid advertisements that appeal to target segments.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Social shares are also important for search engine optimisation goals. Google representatives have \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fmethode\u002Fstatus\u002F740017738446344192\">\u003Cspan style=\"font-weight: 400;\">publicly denied that social metrics are considered a ranking factor\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. However, a \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchmetrics.com\u002Fknowledge-base\u002Franking-factors\u002F\">\u003Cspan style=\"font-weight: 400;\">white paper\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> produced by Searchmetrics has demonstrated that there is a clear correlation between social signals and ranking position. Performing well on social media could impact your brand’s overall online visibility as a result.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"the-limitations-of-vanity-metrics\">\u003Cb>The limitations of vanity metrics\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">That said, vanity metrics can be misleading when they are reported on their own as an apparent demonstration of marketing success. Compiling a report that merely highlights an increase in website traffic or Facebook likes is not going to impress senior management in most cases. Considered in isolation, this data doesn’t tell us anything about whether a firm is achieving its core business objectives. Such reporting warrants the pejorative use of the term vanity metrics.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Vanity metrics alone do not reveal anything about core business performance because of their distance from the point of sale. It is difficult to relate the amount of time that users spend reading a blog post to revenue generation, although this metric could indicate positive top-of-the-funnel interactions between a customer and a firm that may later contribute to conversions.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Whilst it can be useful to know if users are actually reading brand blog posts for optimisation purposes, generally speaking this metric should only be reported in conjunction with other actionable metrics. To demonstrate the importance of this type of marketing activity, you should also include the percentage of users who go on to convert after having read a particular blog post. Indeed, there are many vanity metrics that don’t tell you about commercial performance on their own, each of which has an associated metric that is tied more closely to revenue-based goals:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>\n\u003Ch3 style=\"text-align: center;\" style=\"text-align: center;\" id=\"vanity-metric\">\u003Cb>Vanity Metric\u003C\u002Fb>\u003C\u002Fh3>\n\u003C\u002Ftd>\u003Ctd>\n\u003Ch3 id=\"actionable-metric\">\u003Cb>Actionable Metric\u003C\u002Fb>\u003C\u002Fh3>\n\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\n\u003Cp style=\"text-align: center;\">Number of page views\u003C\u002Fp>\n\u003C\u002Ftd>\u003Ctd>\n\u003Cp style=\"text-align: center;\">Conversion rate for the page\u003C\u002Fp>\n\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\n\u003Cp style=\"text-align: center;\">Number of newsletter subscribers\u003C\u002Fp>\n\u003C\u002Ftd>\u003Ctd>\n\u003Cp style=\"text-align: center;\">Email opt-in conversion rate\u003C\u002Fp>\n\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\n\u003Cp style=\"text-align: center;\">Most viewed site content\u003C\u002Fp>\n\u003C\u002Ftd>\u003Ctd>\n\u003Cp style=\"text-align: center;\">Top paths to conversion\u003C\u002Fp>\n\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\n\u003Cp style=\"text-align: center;\">Marketing spend\u003C\u002Fp>\n\u003C\u002Ftd>\u003Ctd>\n\u003Cp style=\"text-align: center;\">Return on marketing investment\u003C\u002Fp>\n\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\n\u003Cp style=\"text-align: center;\">Trial users\u003C\u002Fp>\n\u003C\u002Ftd>\u003Ctd>\n\u003Cp style=\"text-align: center;\">Trial-to-subscription conversion rate\u003C\u002Fp>\n\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"actionable-metrics\">\u003Cb>Actionable Metrics\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The table above introduced the concept of an actionable metric. This is the term used to describe more commercially focussed metrics that relate to activities towards the bottom of the funnel. Actionable metrics should always be associated with some form of revenue generation. Moreover, marketers seeking to demonstrate the worth of their activities should prioritise these metrics above likes and followers in line with the main concerns of senior managers.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For example, the conversion rate of a particular site page is an actionable metric. This metric can directly inform a digital marketer’s actions: pages with high conversion rates should be promoted and linked to, whilst those with low conversion rates may need reworking in order to increase the percentage of visiting users who convert through them. (Note: although overall site conversion rate can give an indication of performance over time, it is generally not considered an actionable metric because this data is not granular enough to guide specific marketing actions.)\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"choosing-actionable-metrics-to-suit-your-business\">\u003Cb>Choosing actionable metrics to suit your business\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Your choice of particular actionable metrics should reflect your business model and the context in which your business operates. As a B2B company that generates leads through its site, you’ll definitely want to measure the number of sales-qualified leads (SQLs) generated through particular sections of your site and as a result of particular online ads. Whilst this metric is actionable in its own right, it doesn’t provide insight that relates directly to your business goals. In this case, you’ll also want to know the value of each of those SQLs and the cost of generating them. Piecing together all of this information will enable you to calculate an important metric – return on marketing investment (ROMI).\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The actionable metrics would be slightly different for a charity that raises funds primarily through online means. For this organisation, the bottom line is the amount of donations that the charity receives. The senior management of this charity will want to ensure that their marketing budget is spent efficiently and generates substantial donations. Once more, the most relevant actionable metrics can be calculated by pulling together different forms of data. You can combine the cost of a particular online marketing campaign with information about the donations it generated to determine the return on this investment. Not only will this assure senior managers of the efficiency of marketing activities, but it will also enable the optimisation of future campaigns.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"making-the-most-of-both-types-of-metric\">\u003Cb>Making the Most of Both Types of Metric\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You should utilise both types of metric in tandem. As has been noted, actionable metrics should be considered the most important from a reporting standpoint. Use vanity metrics such as social signals to measure and improve the effectiveness of day-to-day marketing activities. Provided that prospects are converting after interacting with a brand’s online content, optimising communications can ultimately drive revenue generation.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">To ensure that brand-prospect interactions at the top of the funnel are resulting in conversions, it’s vital for your brand to make full use of analytics. Businesses need to implement multichannel attribution strategies that credit all of the touchpoints involved in the customer journey. When properly executed, multichannel attribution can help marketers to identify popular paths to conversion (see \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fattribute-unattributed-conversion-data-analytics\u002F\">\u003Cspan style=\"font-weight: 400;\">Impression’s blog\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> on how to do this). Touchpoints that are often involved in these paths can then be promoted; on the other hand, those assets which seldom contribute to conversions can be modified and enhanced. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Actionable metrics such as top paths to conversion can help to reveal the value added by marketing efforts at every stage, not just those which occur close to the transaction stage. In this way, analytics can provide evidence that vanity metrics focussed on the top of the funnel are not useless.\u003C\u002Fspan>\u003C\u002Fp>\n",false,{"rendered":105,"protected":150},42,7907,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":157,"_yoast_wpseo_metadesc":158,"inline_featured_image":150,"footnotes":5},"Vanity Metrics & Actionable Metrics in Digital Marketing %%page%% %%sep%% %%sitename%%","This guide highlights common vanity metrics and actionable metrics, arguing that both can be useful in certain digital marketing contexts.",[160],1,[],[163],103,[165,103,166,167,168,169,170,171],"post-4635","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo",[],[],[175,176,179,180],{"path":123,"name":124},{"path":177,"name":178},"\u002Fblog\u002F","Blog",{"path":114,"name":115},{"path":132,"name":104},{"thumbnail":182,"medium":184,"medium_large":186,"large":188,"1536x1536":192,"2048x2048":194,"post-thumbnail":196,"12_col":198,"default_landscape":200,"default_portrait":202,"6_col_and_margin_short":204,"11_col_and_margin":206,"9_col_rectangle":208,"11_col":210,"staff_image_696_600":212,"rectangular_thumbnail":214},{"url":109,"width":183,"height":183},640,{"url":185,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=scale&h=138&q=90&w=200",{"url":187,"width":63,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=scale&h=531&q=90&w=768",{"url":189,"width":190,"height":191},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":193,"width":69,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1061&q=90&w=1536",{"url":195,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1415&q=90&w=2048",{"url":197,"width":75,"height":76},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":199,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":201,"width":81,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":203,"width":55,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":205,"width":75,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":207,"width":85,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":209,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":211,"width":90,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":213,"width":54,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":215,"width":93,"height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[217],{"id":152,"path":218,"display_name":4,"job_title":11,"description":6,"avatar_url":112,"acf":219},"\u002Fabout\u002Four-team\u002Fjonathan-theuring\u002F",{"full_bio":10,"job_title":11,"specialist_service_links":220,"photo":225},[221,223],{"page":222,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"page":224,"link_text":34},{"ID":32,"post_author":16,"post_date":33,"post_date_gmt":33,"post_content":5,"post_title":34,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":35,"to_ping":5,"pinged":5,"post_modified":36,"post_modified_gmt":36,"post_content_filtered":5,"post_parent":37,"guid":38,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":39},{"ID":41,"id":41,"title":42,"filename":43,"filesize":25,"url":44,"link":45,"alt":5,"author":46,"description":5,"caption":5,"name":47,"status":48,"uploaded_to":25,"date":49,"modified":49,"menu_order":25,"mime_type":50,"type":51,"subtype":52,"icon":53,"width":54,"height":55,"sizes":226},{"thumbnail":57,"thumbnail-width":58,"thumbnail-height":58,"medium":59,"medium-width":60,"medium-height":61,"medium_large":62,"medium_large-width":63,"medium_large-height":64,"large":65,"large-width":66,"large-height":67,"1536x1536":68,"1536x1536-width":69,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":73,"post-thumbnail":74,"post-thumbnail-width":75,"post-thumbnail-height":76,"12_col":77,"12_col-width":78,"12_col-height":79,"default_landscape":80,"default_landscape-width":81,"default_landscape-height":55,"default_portrait":82,"default_portrait-width":55,"default_portrait-height":81,"6_col_and_margin_short":83,"6_col_and_margin_short-width":75,"6_col_and_margin_short-height":79,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":79,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":79,"staff_image_696_600":91,"staff_image_696_600-width":54,"staff_image_696_600-height":55,"rectangular_thumbnail":92,"rectangular_thumbnail-width":93,"rectangular_thumbnail-height":94},"Article",[229],{"id":160,"name":115,"path":114},"Vanity Metrics & Actionable Metrics in Digital Marketing - Impression",[232,234,236,239,241,244,247,249,251,253,256,259,262,265,268,271,274,277,278,281,284],{"property":233,"content":230},"title",{"property":235,"content":158},"description",{"name":237,"content":238},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":138,"content":240},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvanity-metrics-and-actionable-metrics-in-digital-marketing\u002F",{"name":242,"content":243},"og:locale","en_GB",{"property":245,"content":246},"og:type","article",{"property":248,"content":230},"og:title",{"property":250,"content":158},"og:description",{"property":252,"content":240},"og:url",{"property":254,"content":255},"og:site_name","Impression",{"property":257,"content":258},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":260,"content":261},"article:published_time","2019-10-07T14:58:04+00:00",{"property":263,"content":264},"article:modified_time","2025-02-11T15:55:12+00:00",{"property":266,"content":267},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE5k5GUhE-050720211625508028_Metrics-scaled.jpg?auto=compress%2Cformat&q=90",{"property":269,"content":270},"og:image:width",2560,{"property":272,"content":273},"og:image:height",1769,{"property":275,"content":276},"og:image:type","image\u002Fjpeg",{"property":118,"content":4},{"property":279,"content":280},"twitter:card","summary_large_image",{"property":282,"content":283},"twitter:creator","@https:\u002F\u002Ftwitter.com\u002Ftheuring_seo",{"property":285,"content":286},"twitter:site","@impressiontalk",{"@context":288,"@graph":289},"https:\u002F\u002Fschema.org",[290,309,318,320,334,344,410],{"@type":227,"@id":291,"isPartOf":292,"author":293,"headline":104,"datePublished":261,"dateModified":264,"mainEntityOfPage":295,"wordCount":296,"commentCount":25,"publisher":297,"image":299,"thumbnailUrl":267,"articleSection":301,"inLanguage":302,"potentialAction":303},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvanity-metrics-and-actionable-metrics-in-digital-marketing\u002F#article",{"@id":240},{"name":4,"@id":294},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fbb0288b5483384c650642c8bb7922033",{"@id":240},1389,{"@id":298},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":300},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvanity-metrics-and-actionable-metrics-in-digital-marketing\u002F#primaryimage",[115],"en-GB",[304],{"@type":305,"name":306,"target":307},"CommentAction","Comment",[308],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvanity-metrics-and-actionable-metrics-in-digital-marketing\u002F#respond",{"@type":310,"@id":240,"url":240,"name":230,"isPartOf":311,"primaryImageOfPage":313,"image":314,"thumbnailUrl":267,"datePublished":261,"dateModified":264,"description":158,"breadcrumb":315,"inLanguage":317},"WebPage",{"@id":312},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":300},{"@id":300},{"@id":316},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvanity-metrics-and-actionable-metrics-in-digital-marketing\u002F#breadcrumb","en",{"@type":319,"inLanguage":302,"@id":300,"url":267,"contentUrl":267,"width":270,"height":273},"ImageObject",{"@type":321,"@id":316,"itemListElement":322},"BreadcrumbList",[323,326,329,332],{"@type":324,"position":160,"name":124,"item":325},"ListItem","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":324,"position":327,"name":178,"item":328},2,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":324,"position":330,"name":115,"item":331},3,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F",{"@type":324,"position":333,"name":104},4,{"@type":335,"@id":312,"url":325,"name":255,"description":5,"publisher":336,"inLanguage":302,"potentialAction":338},"WebSite",{"@id":337},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":339,"target":340,"query-input":343},"SearchAction",{"@type":341,"urlTemplate":342},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":345,"@id":337,"name":255,"url":325,"logo":346,"image":351,"sameAs":352,"@context":356,"email":357,"foundingDate":358,"legalName":359,"vatID":360,"description":361,"telephone":362,"address":363,"location":370,"areaServed":403},"Organization",{"@type":319,"inLanguage":302,"@id":347,"url":348,"contentUrl":348,"width":349,"height":350,"caption":255},"https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[353,354,355],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":364,"streetAddress":365,"addressLocality":366,"addressRegion":367,"postalCode":368,"addressCountry":369},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[371,380,392],{"@type":372,"name":373,"geo":374,"address":378,"photo":351,"telephone":379},"Place","Impression Digital - Nottingham",{"@type":375,"latitude":376,"longitude":377},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":364,"streetAddress":365,"addressLocality":366,"addressRegion":367,"postalCode":368,"addressCountry":369},"+44 01158 242 212",{"@type":372,"name":381,"geo":382,"address":385,"photo":390,"telephone":391},"Impression Digital - London",{"@type":375,"latitude":383,"longitude":384},"51.50237208377361","-0.09229841534284115",{"@type":364,"streetAddress":386,"addressLocality":387,"addressRegion":388,"postalCode":389,"addressCountry":369},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":372,"name":393,"geo":394,"address":397},"Impression Digital - New York",{"@type":375,"latitude":395,"longitude":396},"40.726722746949","-74.00527778220652",{"@type":364,"streetAddress":398,"addressLocality":399,"addressRegion":400,"postalCode":401,"addressCountry":402},"160 Varick St","New York","NY","10013","USA",[404,407,409],{"@type":405,"name":406},"Country","Worldwide",{"@type":405,"name":408},"GBR",{"@type":405,"name":402},{"@type":411,"@id":412,"name":4,"image":413,"description":6,"sameAs":415,"url":139},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fbb0288b5483384c650642c8bb7922033",{"@type":319,"inLanguage":302,"@id":414,"url":8,"contentUrl":8,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=9696192be81146cac3d7e0a75a825edef6",[135,416],"https:\u002F\u002Fx.com\u002Fhttps:\u002F\u002Ftwitter.com\u002Ftheuring_seo",{"self":418,"collection":428,"about":431,"author":434,"replies":437,"version-history":440,"predecessor-version":443,"wp:featuredmedia":447,"wp:attachment":450,"wp:term":453,"curies":462},[419],{"href":420,"targetHints":421},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4635",{"allow":422},[423,424,425,426,427],"GET","POST","PUT","PATCH","DELETE",[429],{"href":430},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[432],{"href":433},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[435],{"embeddable":98,"href":436},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F42",[438],{"embeddable":98,"href":439},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=4635",[441],{"count":330,"href":442},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4635\u002Frevisions",[444],{"id":445,"href":446},31890,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4635\u002Frevisions\u002F31890",[448],{"embeddable":98,"href":449},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7907",[451],{"href":452},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=4635",[454,457,460],{"taxonomy":455,"embeddable":98,"href":456},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=4635",{"taxonomy":458,"embeddable":98,"href":459},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=4635",{"taxonomy":118,"embeddable":98,"href":461},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=4635",[463],{"name":464,"href":465,"templated":98},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"title":467,"script":468,"meta":482,"link":498},"Jonathan Theuring | Associate Director, SEO | Impression",[469],{"type":470,"key":471,"innerHTML":472},"application\u002Fld+json","yoast-json-ld",{"@context":288,"@graph":473},[474,479],{"@id":412,"@type":411,"name":4,"url":-1,"sameAs":475,"image":476,"description":6,"jobTitle":11,"knowsAbout":477,"hasCredential":5,"gender":5,"worksFor":478},[135,416],{"@type":319,"inLanguage":302,"@id":414,"url":8,"contentUrl":8,"caption":4},"Content Strategy, SEO Consultancy",{"@id":337},{"@type":345,"@id":337,"name":255,"url":325,"logo":480,"image":351,"sameAs":481,"@context":356,"email":357,"foundingDate":358,"legalName":359,"vatID":360,"description":361,"telephone":362},{"@type":319,"inLanguage":302,"@id":347,"url":348,"contentUrl":348,"width":349,"height":350,"caption":255},[353,354,355],[483,485,486,487,489,490,491,493,494,496,497],{"name":235,"content":484},"Jonathan is a Associate Director (SEO) at Impression, where he plans and executes winning strategies that deliver growth for his portfolio of clients.",{"name":237,"content":238},{"property":242,"content":243},{"property":245,"content":488},"profile",{"property":248,"content":467},{"property":250,"content":484},{"property":252,"content":492},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fabout\u002Four-team\u002Fjonathan-theuring\u002F",{"property":254,"content":255},{"property":266,"content":495},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=fit&fm=jpg&h=500&q=90&w=500",{"name":279,"content":280},{"name":285,"content":286},[]]