Vanity Metrics in Analytics

Summary: Analytics for websites or other UX design projects should drive the project forward to better business success. Metrics that make you feel good may not achieve this goal.

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  • Aurora Harley

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Vanity Metrics in Analytics

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Vanity Metrics: Add Context to Add Meaning

Tracked analytics metrics should be actionable: variations in a meaningful, relatively stable metric reflect change in the user experience. In contrast, vanity metrics appear impressive, but their fluctuations are not operational.

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Aurora Harley’s research and consulting experience includes organizations in a variety of industries, such as ecommerce, travel, healthcare, and B2B (business-to-business). Aurora combines her background in front-end web development and UX design to inform her work, creating effective designs that balance technical, business, and user needs.

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