Don't Be Afraid to Question Your Digital Ministry Metrics: A Guide for Managers

Vanity metrics are numbers that look good to others, but don’t actually help you achieve your goals. Often, ministry teams working with MII on digital media strategies have reported that their boss, or a donor, is asking them to increase a number that doesn’t really matter. What should you do when your boss wants you to measure success using vanity metrics like Impressions or Likes?

Here are a few tips on managing up and leading from inside your digital ministry.

First, be sure you know which metrics are really driving the outcomes your ministry is looking for. Digital marketing success should not be measured by vanity metrics like page views or click-through rates that don’t convert into meaningful engagement with your audience. Instead, define success by using engagement metrics such as time spent on the page or Message rates. These are more meaningful and provide data about the success of your digital ministry.

Second, be proactive in managing up. If you think different metrics are necessary for measuring success in digital ministry, don’t be afraid to make suggestions. Make sure you have done the research, and present your more meaningful metrics along with a plan that will help your digital ministry move forward toward the goals your organization is trying to achieve. 

Finally, make sure you are tracking the right metrics correctly. Metrics like the number of first time contacts, and conversion rates will be lower than vanity metrics like Reach, so you’ll want to make sure that your numbers are accurate. The good news is that often a metric like Direct Messages can be counted in an inbox, and include a wealth of personal data that can lead to a better understanding about the real life-on-life impact your ministry is having with your audience. 

Confronting a request for reporting or boosting vanity metrics doesn’t have to be scary or overwhelming. By questioning the wrong metrics, being proactive, and tracking the right ones, you can successfully manage up, and show your leadership that you understand what needs to be done to truly deliver on the goals your ministry has put forward. 

As a digital ministry professional, don’t forget that success in ministry starts with you! Take charge of your digital ministry and ensure your team tracks the right metrics for success. With these tips, you can make a positive impact on your digital ministry.