Why We’re Obsessed with ‘Why?’ (And Why Your Marketing Metrics Are Lying to You)
The Siren Song of Vanity Metrics
“What if I told you your ‘successful’ campaign is actually failing?”
We’ve all been there:
A 20% click-through rate on ads.
A 50% email open rate.
Thousands of social media likes.
But here’s the uncomfortable truth:
These metrics are the marketing equivalent of empty calories. They feel like progress, but they’re often masking a brutal reality: Your campaign isn’t driving real business results.
At WRG&A, we’ve built our entire process around one question: “Why?”
Not just “Did they click?” but “Why did they click—and what did they do next?”
Let’s dig into why chasing vanity metrics is costing you money, trust, and momentum—and how to fix it.
The Vanity Metric Trap: Why Clicks ≠ Success
Vanity metrics (likes, clicks, followers) are seductive because they’re easy to track and even easier to celebrate. But they answer the wrong questions.
Case in point:
A client once came to us with a “winning” Facebook ad campaign:
15% CTR (industry average: 5%) 🎉
Cost per click: $0.20 🎉
The problem?
0% conversion rate. 💸
0% pipeline growth. 💸
Why?
Their ads promised a “free consultation,” but the landing page pushed a $10,000 service with no middle ground. The clicks were curious bystanders—not serious buyers.
The lesson:
Clicks measure interest. They don’t measure intent.
Testing for ‘Why’ (Not Just ‘What’)
Most marketers test surface-level variables:
Button color 🟢 vs. 🔵
Headline A vs. Headline B
But if you’re not testing for intent, you’re just rearranging deck chairs on the Titanic.
Our 3-Layer Testing Framework:
1️⃣ Surface Metrics (The “What”): Clicks, opens, impressions.
2️⃣ Behavior Metrics (The “How”): Scroll depth, heatmaps, time on page.
3️⃣ Intent Metrics (The “Why”): Lead quality, pipeline velocity, lifetime value.
Example:
For an e-commerce client, we tested two versions of a “Sale Ending Soon” email:
Version A: Bold red timer ⏰ (25% CTR)
Version B: Customer review snippet (15% CTR)
Version B won. Why?
Lower CTR, but 3x more purchases.
The review snippet attracted buyers already motivated to act.
How to Escape the Vanity Metric Cycle
Step 1: Audit Your Dashboard
Delete any metric that doesn’t directly tie to:
Revenue 🤑
Customer retention 🤝
Brand equity 🔥
Step 2: Test for Intent Signals
For ads: A/B test lead magnets (e.g., “Download Our Pricing Sheet” vs. “Book a Free Audit”). Which attracts qualified leads?
For emails: Track “secondary” actions (e.g., “Did they click and forward to a colleague?”).
For landing pages: Measure micro-conversions (e.g., video views, PDF downloads) to gauge seriousness.
Step 3: Shift the Conversation
Stop asking: “Did we get more clicks than last month?”
Start asking: “Did we attract customers who stayed, paid, and referred?”
Why This Matters More Than Ever
Economic pressures: Every dollar must prove ROI. “Engagement” won’t cut it.
Consumer cynicism: Audiences ignore hollow metrics. They crave authenticity.
The future: AI tools will soon predict intent before clicks happen. Will your strategy keep up?
