Metrics That Matter and Metrics That Mislead

Marketing loves numbers.
And CEOs love asking for them.

So dashboards get bloated. Reports get crowded.
Everyone stares at click-through rates, impressions, engagement, and “reach.”

And yet the brand isn’t growing.
Sales feel flat.
Market share stays stuck.

Because you’re measuring what’s easy — not what’s meaningful.

Vanity Metrics Are Cheap Comfort

Let’s call them what they are:
Vanity metrics.

• Likes
• Views
• Follows
• Comments
• Impressions
• Open rates

They make you feel good.
They make slide decks look busy.
But they rarely tell you if your marketing is working.

Because they don’t answer the only question that matters:

Is this building long-term demand for the business?

The Right Metrics Are Harder But Smarter

Here’s what CEOs and marketers should be tracking:

• Mental availability: Are we top of mind when people are ready to buy?
• Category entry point salience: Do people associate us with key buying moments?
• Brand distinctiveness: Can people tell it’s us before they even see the logo?
• Effective reach: Are we reaching real category buyers not just random eyeballs?
• Price elasticity / pricing power: Can we raise prices without losing volume?
• Customer acquisition cost (over time): Is brand building making it cheaper to win new customers?
• Repeat purchase rate: Are people coming back without needing to be chased?

These aren’t just marketing KPIs.
They’re strategic signals of growth, margin, and resilience.

Why Most CEOs Get Stuck in the Wrong Data

Because the platforms made it easy.

Social media reports everything.
Digital dashboards light up with every click.
And agencies know how to spin the story.

But just because something is measurable doesn’t mean it’s meaningful.
And just because something is fast doesn’t mean it will last.

True brand impact takes time and better questions.

Measure What Moves the Business, Not Just the Graphs

Ask your team:

• “What are we trying to change in the market?”
• “Which leading indicators suggest we’re succeeding?”
• “Which numbers are we chasing that don’t actually matter?”

Then cut the fluff.

A simple report with the right five numbers is better than fifty that say nothing.

Next up: Pricing Is Marketing, Not Just Math
We’ll dig into why your price is not just a number but a signal of your brand value.

But for now: Are you tracking performance or just tracking activity?

Let us help. Call us now at ‪‪+60378901079‬‬ or visit us at ‪roar-point.com‬