Reports

Stronger brand image? Better visibility or greater awareness of your market? Higher positions in Google search results combined with increasing website traffic? Or maybe more visitors who turn into
tangible, potential customers?

When you see any of these numbers rise, it's easy to get excited. And rightly so. Especially when we invest hard earned money in websites and marketing activities. And the PR agency team rises to the heights of their abilities to achieve their goals.

But before we start celebrating increasing website traffic from 1,200 to 1,400 visits per month, there is one very important point to highlight: these numbers are marketing KPIs, not business results. These are key performance indicators. These are barometers - signals that tell us marketing and public relations experts - whether we are on the right track to something bigger.

We have never spoken to a CEO, president, or vice president of sales who would be more interested in increasing a company's website traffic than in increasing revenues. Or a higher rate of the frequency of submitting forms on the website than a higher profit margin.

Don't get us wrong. It's not that the metrics expressed in terms of campaign reach, cost per click, website traffic or generated leads are irrelevant. The point is, when judged as standalone indicators of success or failure, these marketing KPIs are nothing more than metrics for vanity.

So how do you see them? As important predictors of whether or not we are going (or not) in the right direction. Towards a more meaningful business outcome for your company.