Better metrics

Marketers track the wrong things.

Clicks? Signups? Appointments? They’re metrics… But in isolation they don’t say much on their own.

E.g. tracking appointments set. Not how enthusiastic the booking was. Not whether or not they showed up, and in what mood or with what interest. Or whether they bought something, or whether they were biting your hand off or reluctant.

Just “appointments”.

The best thing to optimize for isn’t individual stats.

The best thin to optimize for is your ability to do things people love so much they come to you, asking for it, then love it so much they tell their friends.