Generally speaking. The metrics we can measure most easily- are the ones that matter the least. The metrics we can change the fastest - are the ones that matter the least. The metrics we can measure most precisely - are the ones that matter the least. The metrics that we can attribute change to the most easily - are the ones that matter least. So by all means track things like Social Sentiment, Click Through Rates, but don't ever think they have any real importance except as a very vague disconnected proxy for the brutal things that matter like impact on sales, brand awareness, or net promoter score that are not found easily. …see more