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Vanity metrics
Numbers that reliably go up, that feel like progress, and that no business decision has ever been made from.
Follower count, impressions and total likes are the usual three. They share a shape: they only ever grow, they can be bought, and they do not move when the business has a bad quarter.
The test is whether the number can fall for a good reason. Conversations can. Saves can. Profile visits can. A follower count that only ever climbs is measuring accumulation, not performance.
They are not worthless, they are just not the report. Keep them where they belong, as context underneath the numbers that answer a question somebody actually asked.
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