Why every web publisher needs to know its essential metrics

Caroline O’Donovan offers an excellent summation of online analytics and their accompanying repercussions:

If you measure performance in pageviews, you encourage slideshows. If you measure performance by social shares, you encourage clickbait headlines and giant Like buttons. Finding a metric that lines up with a publisher’s goals is one of the most important things it can do to encourage better work … [Emphasis added]

Put another way: Choose wisely.