The Metrics That Matter

June 22, 2018
- Thought Leadership
Author - Katherine Fox

Ah, metrics. How we love to count thee, measure thee, and attribute great and otherworldly significance to thee.

The digital landscape is swimming with so many terms of measurement that we can’t help but feel some Good Will Hunting meets A Beautiful Mind vibes when all the keywords are compiled together. Likes, impressions, clicks, followers, sessions, comments, conversions—shall we go on? For the sake of sanity we’ll leave it at that. Because here at Funkhaus, we approach the metrics madness a bit differently.

Working across the digital space, we certainly see their value. How could we not? Whether you’re a budding business tracking website traffic or are an Instagram enthusiast working on a permissible follower to following ratio, there’s no denying the power and possibilities held within.

But here’s the rub: no amalgam of analytics is one size fits all, no matter how hard others may try to push that belief.

Raise your hand if you’ve ever been concerned about the amount of followers you have. Now raise your hand if you have set a lofty goal for website traffic at least once in your life. Goals are great. But eyeballs on the website and followers on the feed are not everything, especially when you create campaigns or design interfaces solely to meet those dreams.

Whether we’re working on social media strategy or building a new website, the Funkhaus way is as such: focus on the quality first.

For web design that means creating a digital space that is as frictionless as possible; where UI is intuitive, enjoyable, and aesthetically advanced. There are so many factors that can determine what constitutes a heavily trafficked website. Great design—much like great content—holds itself up, welcoming traffic unto itself. In the realm of social media, this ethos translates to a basic shift in definition. The focus on followers should really be a focus on community—a term that makes engagement rates quiver with fear.

It’s easier to nod along in agreement over the importance of community through scenarios that exist outside the digital lexicon. Take, for instance, the restaurant industry. Would you rather have a restaurant of 300 guests where 200 send the food back and leave unhappy, or have a restaurant with 50 guests, all of which leave happy, full, and eager to spread your good food gospel? Chasing a number doesn’t always grant you the payoff that matters most.

Feeling inspired to think beyond the followers? We’d love to chat.