There are hundreds of possible inbound marketing metrics to choose from, and almost all of them provide some measure of value. These include SEO rankings, inbound links, number of articles published, content downloads, reach (e.g. Twitter followers, Facebook fans, LinkedIn followers, blog subscribers), comments, retweets, Likes, shares, clicks, traffic, leads… and many more.
The problem is that most of these relate only loosely to the metrics that concern the CFO, CEO, and your board of directors. Of course, it’s okay to track some of these metrics within your department if they help you make better marketing decisions, but be careful about measuring activity instead of results. When it’s hard to measure business outcomes, marketers use metrics that stand in for those numbers: activity not results, quantity not quality, efficiency not effectiveness.