No More Vanity Metrics. Here's How to Track Conversions.

Brief Summary of Episode #16

Do you know when and where your leads are converting?

If you don’t, it’s like you’re flying blind. 

And when you fly blind, sooner or later, you’re going to crash.

But, don’t worry, there’s a way to light the path ahead.

On today’s Digital Growth Series, I field a question from Brad, Vice President for a financial brand in California.

“How do we track ROI from the moment a person first sees an ad to when the loan closes?”

Well, before we can get to the meaningful metrics, we need to first stop relying so heavily on vanity metrics. 

Reaches. Clicks. Likes. 

These metrics have their uses, but they only tell you half the story. I compare them to the instrument readings on a plane. 

They can tell you whether you’re gaining altitude or losing it, but they can’t give you deeper insights. 

They certainly can’t teach you how to fly the plane to your destination. 

Key Insights and Takeaways

• You aren’t alone. Quantifying conversion is a struggle for many. 
• The cost of flying blind — Is it really worth it the toll it takes on your brand?
• You don’t have to fly blind. There are paths forward.