What are some KPIs that you find over-hyped and/or unimportant?

Not necessarily over-hyped, but I think it is important to find the balance between being too focused on top-of-funnel (Traffic, leads, MQLs) and having targets that are...

I answered this more comprehensively in another question, but to summarize: Vanity Metrics: Anything that can be gamed or doesn't directly reflect impact with your targe...

I appreciate this question a lot, and it made me laugh. I'll take the "over-hyped" side of the question. It can come from any raw production KPI - leads, demos, event reg...

I don't necessary think there are any KPIs that are "unimportant" as everything can be measured and provide value and insights to the business. However, there is a differ...

MQLs - can be gamed and meaningless without context. In other words, you can have a ton of leads but if their conversion rate is low, it doesn’t matter how many you have. 

Net Promoter Score (NPS): While it’s a decent pulse check for customer sentiment, it doesn’t always correlate with growth or revenue.Bounce Rate: Taken in isolation, it’s...

One of the metrics I find overhyped is ROI by channel because it's a self fulfilling prophecy. If marketing is doing its job right, then all the channels are firing on al...

Similar to the question about worst KPIs, I believe vanity metrics and volume KPIs are often too easy to manipulate and can be used to tell a misleading story. Metrics li...

A lot of the digital, social metrics tend to be overhyped, especially impressions, page views, followers, etc. What helps to sift through these is do a deeper analyses of...

The KPI that I believe is important but not solely by itself is `lead counts` (e.g., sign-ups or MQLs). I’ve seen over and over again how focusing only on counts without ...