Metrics vs Analytics: Track the Right Data and Ask the Right Questions

Track the Right Data and Ask the Right Questions

Metrics vs Analytics: Track the Right Data and Ask the Right Questions

Metrics and data analytics are fundamentally two different concepts, despite the fact that the phrases are frequently applied interchangeably. One is a verb, while the other is a noun. Therefore, discussions about data collecting can become confusing when individuals don’t make a distinction between the phrases.

Learn the definition of a metric, what it means to track data and analyze such metrics, and how to do it all efficiently so you can move those constantly crucial needles.

What distinguishes metrics from analytics?

Analytics and metrics both refer to methods for working with data collection, but they have different meanings. Metrics data are simply the data you gather, and analytics are the conclusions you get from that data. Below, we’ll get into the details.


Metrics are the information you gather, as we stated before. A metric is something that can be quantified objectively and in numerical form. Metric examples include the following:

  • Your overall income during a specific period
  • Customers in a month’s worth
  • Average amount each customer spends
  • how many people have visited your website.

Your KPIs and the way you evaluate the performance of your company are also determined by your metrics. For instance, your business may keep an eye on the client acquisition cost metric and make it a point to lower those costs in order to better suit your requirements. How well your initiatives have reduced your CAC would be your KPI.

Metrics vary by industry, so it’s important to understand which ones have proven effective for businesses in your sector.


Your data analysis process is called analytics. Analytics is the second stage; when the data is interpreted, it has no connection with acquiring the data itself. Following your analysis, you can set reasonable objectives and take appropriate actions.

The Importance of Metrics and Analytics

The Importance of Metrics and Analytics

As previously said, the unmitigated volume of data accessible necessitates the use of parameters to filter out unnecessary information and reduce background noise. Monitoring particular data analytics metrics might give your business useful information if you understand what to search for.

Similar factors make data and analytics crucial. Setting your data-gathering criteria is fine, but how you use the data is crucial. To find data trends and understand why customers behave the way they do, analytics needs critical thinking. Although it might be difficult to predict what people are thinking, with the correct data, you can make educated assumptions about the features people appreciate and what they will want from your product or business ahead.

How to Monitor Your Metrics

Software solutions are widely accessible to track particular metrics. There are some social networking sites, such as Facebook, Instagram, and Twitter, that offer built-in capabilities that let you assess your performance right inside the apps. Although these native methods are efficient and gather correct data, gathering data from numerous websites and accounts takes time.

You can use software to manage the data collection based on your settings rather than manually collecting that data. By storing all of the information from various sources in one location, you may save time, energy, and overhead expenses. After that, you can run the necessary reports and decide for the organization based on facts.

What Metrics Should Be Monitored?

With so many options available, selecting your metrics might be difficult. Some measures, like total annual income and operational costs, are particularly helpful in all contexts. Others only apply under specific circumstances, such as subscription-based enterprises, retail or e-commerce operations, or organizations that should spend on long-term depreciating assets.

Upper Funnel

The size of your following and brand awareness is measured by upper funnel metrics like those in the Kiss-metrics Funnel Report. Even though the majority of individuals who are aware of your brand might not end up buying from you, it is still crucial to get as much exposure as you can. These metrics may consist of the following:

  • Pages per session
  • Brand awareness
  • Page-views
  • Bounce rate
  • Branded searches
  • Targeted interaction
  • Website Traffic
  •  Inbound links

Lower Funnel

Lower funnel metrics track lead follow-up and customer conversion. Your audience will start to recognize your brand and start to use it at this point.

Most of the time, individuals require some time to consider their decisions before they are ready to make a purchase after hearing about you for the first time. These metrics may consist of the following:

  • Revenue
  • Conversion rate
  • ROI
  • Sales qualified leads

You can develop KPIs to gauge your progress based on these metrics, such as:

  • Customer lifetime value
  • Quality of leads
  • Customer acquisition costs
  • Customer retention

Techniques for Metric Analysis

Your metrics will generate a tonne of data, but if you don’t know how to analyze it, that data has little value. For instance, you give out a poll to your consumers to know what the probability is of them recommending your brand (the Net Promoter Score). You will receive information on the percentage of individuals who might suggest your brand, who would not suggest your brand, and who think neutrally about you,

However, you can glean much more information through critical thinking than percentages. You might research which clients recommended your brand most frequently. Their identity? What characteristics do they have?

What to Ponder During Analysis

It’s crucial to have some concerns in mind while you examine the reports and the data acquired for your specified time-frame.

Have We Correctly Configured The Tracking Tools?

Making choices based on faulty data is only slightly worse than deciding without any data. Therefore, make sure you examine, then double-check, your criteria, the functionality of your tools, and the manner in which reports are produced. If you notice a pattern in any report that seems out of the ordinary, there may be a problem with the way the tracking tools are configured.

Is the Qualitative Information Correct?

The answer is hopefully yes. Users may, however, give inaccurate answers to surveys or depart from planned routes for a number of reasons. Users that respond badly might have had a rough day. They can also forget specific responses to your survey.

You should carefully evaluate the language of the queries and the number of questions in a survey to make up for this. For people who are busy, surveys with one question are frequently the simplest. Additionally, be sure that the information you are seeking is clearly stated in your inquiries and that they are written simply.

Do Other Systems Produce Results That Are Similar?

While we don’t advise having different software systems to measure the same metrics, we believe there is value in comparing your software’s metrics, for instance, to those that are natively monitored by social media platforms, to make sure that it is producing results that are comparable. Small discrepancies can happen because some criteria, such as timing, can vary. For instance, the “last week” and “past 7 days” on the social platform can be your timeline criteria in your analytics programme. Additionally, the data you get may fluctuate slightly if the social site considers “last week” as the most recent regular 7-day workweek.

What Choices Can Analytics and Metrics Aid You In Making?

Most of your management decisions should be based on analytics and metrics. Making judgements based on facts always increases your chance of success over winging it.

Your business may maximize its income and profit with the use of analytics and metrics.

Final Words

The correct metrics should be gathered, and your subsequent critical evaluation of the information is equally crucial. Decisions made by the company about new product creation, services provided, and expansion of merchandise must all be founded on factual knowledge of current industry trends. The correct data collection might offer you an advantage over rivals and retain you in the sport.

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