Comments on: Beware of False Metrics https://www.smartinsights.com/goal-setting-evaluation/goals-kpis/beware-of-false-metrics/ Digital Marketing > The Marketing Strategy Blog Mon, 10 Aug 2015 12:05:38 +0000 hourly 1 By: Nicola Ray (@N1colaRay) https://www.smartinsights.com/goal-setting-evaluation/goals-kpis/beware-of-false-metrics/#comment-43089 Mon, 10 Aug 2015 12:05:38 +0000 http://www.smartinsights.com/?p=55463#comment-43089 In reply to Barry Adams (@badams).

Barry, thanks for your comment.

I have to agree with you – it is unfair if the SEO service provider, or any other external supplier, is held accountable for elements that they have no control over. It doesn’t make sense to force the issue. In the specific case above, the provider was also looking after CRO which was why it was so infuriating. The CRO they were focussing on was about driving lower bounce rate, not on driving conversion. Madness?!

]]> By: Barry Adams (@badams) https://www.smartinsights.com/goal-setting-evaluation/goals-kpis/beware-of-false-metrics/#comment-43087 Mon, 10 Aug 2015 11:31:52 +0000 http://www.smartinsights.com/?p=55463#comment-43087 Yes and no. I agree that metrics need to be accountable and reflecting your business goals, but in your example I can see the point of view of the SEO agency as well. It’s all about where the service provider’s remit ends.

As a SEO provider, I am perfectly willing to take on responsibility for metrics such as time on site, avg pages per visit, and conversions. But this also means that the recommendations I make for improving the website’s UX and content need to be acted upon.

If I, as a SEO provider, have limited influence on the website’s look & feel and user experience, I am unwilling to take unlimited accountability for the website’s performance. If my remit is limited, so should my accountability.

Setting goals and KPIs for external suppliers cannot be seen separately from the scope of their involvement.

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