Measurement & Analytics
A Number Is Not a KPI: Untangling the Metrics Mess That Is Costing Marketers Credibility
Most marketing teams use 'KPI,' 'metric,' and 'vanity metric' interchangeably — and the confusion has real budget consequences. This opinion piece traces how the terms drifted apart, why the vanity metric debate made things worse, and how to classify any number on your dashboard in under a minute.