My friend Bob has put up a blog focusing on issues of Web Metrics and he’s got some interesting things to say: “Conventional Wisdom Frequently Isn’t” .
Central to that post and touched upon in several other of his posts is the notion that what people so often think are universally important metrics are often antithetical to what the users of an individual site may want.
Therefore, if chasing the wrong metric, how successful is that site is in meeting a need? If the site doesn’t meet users’ needs, they won’t be back; they won’t link to you, recommend you, or buy stuff from your site, or any of your advertisers. Assuming the goals are commercial of course. If they’re non-commercial, how good a service is it? How likely are donations?
Bob’s insights into metrics are a useful read.
Go…shoo…read…bring back some Ben and Jerry’s when you’re done. 😉