There are many tools out there that allow you to track a variety of metrics, but that doesn’t mean all of that data is useful. A number of them are vanity metrics–metrics that sit there and look pretty, but are good for not much else.

In Google Analytics, they can be seen in many overview reports. While vanity metrics are simple and available, they are usually displayed with very little to no context. They don’t bring much insight or value to the table.

Vanity metrics give you a superficial view of content performance. What would be really useful to many of us is insight that drives action. Actionable insight shows us the next steps we can take and how we can improve our content marketing.

The metrics, KPI’s and reports are presented in the order of a conversion funnel. This infographic shows how you can use these to improve your content marketing.