Previously, data had to be collected by hand and assembled and interpreted by humans, a tedious task. Here in the digital era, that same data is easily tracked and compiled, giving marketers more data than is even necessary sometimes. Likes, shares, comments, followers, open rates, page views, traffic, time on site, are examples of data that is being tracked, but is it relevant? Distinguishing between vanity metrics and actionable metrics is key to being able to continually take action towards activities that can be traced to the bottom line. Here, we’ve explained vanity metrics, provided examples of actionable metrics, and given guidance toward finding actionable metrics for your business.