Book Brew 101: Vanity Metrics Are Lying to You—Here’s What Actually Matters

Do vanity metrics serve any purpose?

This is one of the questions that comes up in my regular conversations with Damien. Recently, I read one of Seth Godin’s blog posts where he compares expertise and credentials, and I couldn’t agree more with his assessment:

“An expert is someone who can keep a promise. Point to the results that demonstrate your skill and understanding and commitment and we’ll treat you as an expert.

Credentials, on the other hand, are awarded to folks who are good at being awarded credentials. The place you went to school or the number of followers you have online are credentials. If they help you create value, that’s great. But they’re not the same as expertise.”

This got me thinking—many of the metrics businesses track fall into the same trap as credentials. They look impressive, but do they actually mean anything?

Vanity Metrics vs. Actionable Metrics

Take vanity metrics:

• Social media followers
• Email subscribers
• Group members
• Post likes (I’ll begrudgingly accept the thumbs-up emoji here)
• Website page views. 

They look great on paper, but do they drive real results?

If these numbers don’t lead to engagement, revenue, or impact, they’re just that—vanity.

What Really Moves the Needle?

To be clear, vanity metrics aren’t useless. They can:

• Provide social proof 
• Indicate potential reach. 

However, they become misleading when we confuse visibility with impact. 

Track Metrics That Show Real Results

Instead of chasing numbers that boost your ego, track metrics that show expertise-driven actionable results:

• Conversion rates
• Client outcomes
• Retention and completion rates
• Customer success stories

A few examples:

• Instead of "I have 100K followers," → "10% of my audience engages deeply with my content."
  • A large audience means little if they aren’t actively engaging, learning, or taking action.
• Instead of "I have a degree in X," → "My clients report a 30% improvement in Y after working with me."
  • A degree doesn’t guarantee real-world impact or practical application of knowledge.
• Instead of "I’ve been featured in big media," → "90% of my students complete my course and take action."
  • Media appearances can build credibility but don’t prove you deliver results.

Focusing on these will measure progress more effectively and build long-term credibility and trust.

The Bottom Line: Impact Over Illusion

At the end of the day, expertise is about delivering tangible results, not collecting credentials. If we want to measure progress in a way that actually moves the needle, we need to focus on metrics that prove impact—not just presence.

So the real question isn’t just whether vanity metrics serve a purpose, but rather: Are we using them as a distraction or as a stepping stone to real results?

Ponder This

1. What vanity metrics have you been chasing, and do they actually contribute to meaningful progress?
2. How can you shift your focus from measuring presence to measuring impact?
3. If you could only track one metric that truly reflects success, what would it be?

Books/Newsletters

• Seth’s Blog - Seth Godin