Clicks Aren’t Conversions: Why Vanity Metrics Are Ruining Your Copy

The elephant in the marketing room: vanity metrics. You know the ones - likes, clicks, shares, and impressions. They look great on a report and feel even better to brag about.

But vanity metrics don’t pay the bills. They don’t build loyal customers. And they don’t mean your copy is working.

If your copy is designed to chase numbers that don’t matter, it’s time for a reality check. Let’s break down why vanity metrics are ruining your copy, and how to focus on what really counts.

Why Vanity Metrics Are a Problem

• They’re all show, no substance: A million clicks don’t mean anything if none of them lead to sales, sign-ups, or meaningful engagement. Metrics that don’t tie to real business goals are just noise.

• They distract from what matters: Focusing on vanity metrics often means sacrificing depth, relevance, and audience connection in favor of flashy headlines and quick wins.

• They encourage the wrong behaviour: When you’re chasing clicks and likes, your copy becomes shallow. You’re not writing to persuade or convert - you’re writing to entertain algorithms.

Clicks vs Conversions: The Key Difference

Clicks measure curiosity. Conversions measure action.

Getting someone to click a link is one thing; convincing them to take the next step - buying, signing up, or engaging - is a whole different ball game. Great copy doesn’t just draw attention - it drives results.

How to Shift from Vanity Metrics to Meaningful Results

Step 1: Define Clear Goals

What do you want your audience to do? Whether it’s subscribing, purchasing, or booking a call, your goal should guide every word of your copy.

Step 2: Write for People, Not Numbers

Metrics like clicks might impress on a dashboard, but they’re not your audience. Write with your audience’s needs, emotions, and motivations in mind.

Step 3: Optimise for Action

Strong calls to action (CTAs) are non-negotiable. Make it clear, compelling, and impossible to ignore what you want your audience to do next.

Step 4: Measure What Matters

Track metrics that align with your business goals. Conversions, retention, and customer lifetime value are far more telling than clicks or impressions.

The Bottom Line

Chasing vanity metrics is a trap. It might make your reports look good, but it doesn’t mean your copy is doing its job. Instead, focus on creating copy that drives meaningful actions -because likes don’t build businesses, but loyal customers do.