Have you ever celebrated a post’s hundreds of likes… only to realize it didn’t bring in a single sale? In this episode, April Borovskaya gets real about vanity metrics, those numbers that look great on paper but don’t pay the bills. She breaks down the difference between micro and macro conversions, shares simple tips for tracking what really matters, and explains how to use those likes and shares to actually move people toward buying.
If you’re tired of guessing whether your campaigns are working, this episode will help you focus on results that actually grow your business. Tune in and it might just change how you run ads forever.Let’s dive in!
Key Takeaways
Vanity metrics ≠ sales: Learn why likes, shares, and impressions aren’t enough to judge campaign success.
Micro vs. macro conversions: How to define and track both to see the full customer journey.
Conversion tracking is your GPS: Why proper setup is the cornerstone of your paid media strategy.
Tools for visibility: CallRail, WhatConverts, and other platforms that help you understand the quality of leads.
Leverage vanity metrics: Use them for retargeting and audience signals, don’t just throw them away.
Compare campaigns by goals, not just engagement: Why 15 conversions from a low-impression campaign might beat 200 likes with no sales.
Think in 90-day runway: Allow time for campaigns to transition from awareness to conversions.
In This Episode
(00:00) Intro: Why likes and shares aren’t enough
(00:50) Defining vanity metrics and real conversions
(01:15) Micro vs. macro conversions explained
(01:45) Why conversion tracking is non-negotiable
(02:30) Transitioning from vanity metrics to real conversions
(03:54) Don’t throw away vanity metrics: use them for retargeting
(05:09) Case study: Campaign A (likes) vs. Campaign B (conversions)
(06:45) Building a 90-day runway and aligning expectations
(08:02) Turning engagement into actual sales
Notable Quotes
[00:38] "Vanity metrics are numbers that look good on the surface, but don't necessarily connect to real sales or conversions." — April Borovskaya
[01:25] "Macro conversions, on the other hand, are as tangible of a conversion as you can get. So that can be someone booking a consultation with you, purchasing your product or downloading an app." — April Borovskaya
[02:05] "Conversion tracking is the cornerstone of your success because it is giving your campaigns a GPS position to aim and track towards." — April Borovskaya
[04:55] "Do not throw out vanity metrics entirely. Use them as audience signals if people aren't clicking. Maybe your messaging needs tweaking." — April Borovskaya
[07:51] "Remember, vanity metrics are surface level applause. They are going to be the attention you get in the room when you're standing in it. But real conversions are real business impact." — April Borovskaya
Resources and Links
Paid Media for the Rest of Us
Podcast Link
April Borovskaya