5毫无意义的营销指标，您可以立即停止跟踪

In life, many people believe that more = better. More traffic, visitors, and customers? Yep, that's better. More time in your day to do the things you love? That's better. More collaboration between Sales and Marketing? That's definitely better.

但是在许多营销领域，更多的意义并不总是意味着更好。

以您的营销数据为例。尽管拥有有关营销计划的数据对于分析您的成功并更改未来计划至关重要，但实际上，一些个人指标并不是那么有帮助。而且，在一天中只有这么多时间，您就无力花时间分析无法帮助您做出更好的营销决策的数据。

如果您想在指标上进行全面拆卸（并且不应该跟踪，请在3月11日调整我们的网络研讨会。Smart Reporting: How to Stop Wasting Time and Make Better Marketing Decisions。To register for that webinar, click here.

In the meantime, let's take a look at some of the metrics you might not want to track -- and give you suggestions for different metrics to look at instead.

1）电子邮件打开

When you first hear about it, open rate seems like a great metric to track -- it's the percentage of people opening your emails. You assume it'll give you an understanding of how many people are interested enough in your emails that they open them.

但是开放率可能是一个误导性的度量。它可能会根据某人用来打开其电子邮件的电子邮件客户端而有所不同。这是因为当图像加载在收件人的电子邮件中时，计算一个“打开”。但是，如果某人默认情况下不允许图像加载该怎么办？如果有人获得了您的电子邮件的基于文本的版本怎么办？这些人不会计入您的总体开放率。

So instead of looking at your open rate, look at the clickthrough rate. This metric will allow you to see not just how many people are opening and clicking on your email. That will help you better understand how many people are interested enough in your content that they want to engage with your company further.

2) Facebook Likes

像可以excit在Facebook上ing. It shows that your audience is interested in your content and likes (no pun intended) what they see -- plus, having more Likes on your post means it could be shown more often in the News Feed. But just because someone Likes your post doesn't mean they're actually clicking through to your website -- which, you know, is a top reason why you're on Facebook in the first place.

当您创建下一篇Facebook帖子时，请考虑一下您的帖子如何驱动点击。您是否可以使用某些单词或图像来激发人们采取行动？就像这样的伟大是向更多关注者展示您的内容，但它仍然不会转化为您网站上的行动。

If you're a HubSpot customer, try using Attribution Reports to see which content is more likely to drive conversions.

3) Ad Impressions

您可能会从看到您的广告的人那里得到成千上万的印象 - 每当有人“看到”您的广告时，您就会产生印象。但是，计数何时看到某物实际上比听起来更复杂。每次加载页面时，某些广告程序都会计算出印象，而不管广告是否可查看。这意味着即使用户从未向下滚动，也可以加载折叠以下的广告并将其视为印象。或者也许是在页面顶部加载的广告，但是由于旗帜失明，人们可能没有意识到那里有广告。也许用户有障碍 - 即使他们没有查看广告，他们仍然可以给广告客户带来印象。

由于跟踪印象是如此不可靠，因此最好查看广告上的点击率 - 即使您不打算在广告上进行转换，它也会使您更好地了解广告的表现。

Let's use a real example to put this in perspective. Let's say I went to YouTube because I wanted to see Seth Godin's keynote from INBOUND 2013 (Side note: He'll be back at INBOUND 2015 this year.Register here to see him)。玻色的右上方有一个广告。我看到了，这样就可以看出我的印象。但是，我没有单击它。因此，即使我看到了广告，这对他们来说还是有价值的指标吗？不像我点击它那样多。

So look for ways to drive conversions with your ads instead of just getting exposure. If you know that certain placements for your ads drive more conversions than others, that may be the best place to put your ad.

4) Blog Comments

公司博客有很多原因。我们博客以获得我们行业的权威。我们博客以对搜索引擎中对我们业务很重要的关键字进行排名。我们博客以访问我们的网站。我们博客为我们的业务生成潜在客户。我们博客以生成客户。

One metric many companies use to when looking to achieve the above goals is the number of blog comments. Typically it is a good practice to encourage commenting to ask additional questions and continue the conversation in the comments, but you shouldn't always rely on the volume or quality of the discussion to determine whether that blog post is successful (or not).

为什么？评论并不总是与业务建设目标相关。您可以有一个博客文章，其中有二十或三十条评论，但只会访问少量。您还可以有一个博客文章，其中有一个评论，但会产生大量的潜在客户。博客文章产生的访问和潜在客户的数量可以使您可以更好地了解博客的健康状况，从而推动底线结果。

5）在您的整个数据库中报告

Marketers are constantly analyzing the behavior and actions taken by all of the contacts in their database. But often they bucket them together into one group and do the analysis on all of their contacts.

However not all contacts were created equal. Some are from one persona, others are from different industries, and still others are from different locations. By not segmenting based on these characteristics, you are doing yourself a disservice.

根据相似特征对联系人进行细分将确保您获得更准确的信息。例如，如果某人是角色的小企业主，而其他人是《角色之财500号首席执行官》，那么他们可能会对您的不同营销渠道做出不同的反应。仅仅因为它们是您公司的领导，并不意味着您的营销风格就不会改变。bob全站app但是，通过将它们分割为两个单独的组，当您进行分析时，您将获得有关数据库每个部分的工作和无效的数据。

To find out how to segment your contacts using HubSpot, read this blog post.