The marketing industry today seems focused on metrics. Organizations are transfixed with the notion of finding an edge that will help them figure out the consumer. So big budgets are spent on big data and the ability to collect and analyze it. There certainly is merit to understanding your market and their habits to better anticipate their needs and successfully meet them. Additional knowledge of your audience can be leveraged effectively to engage them and keep their interest, but sometimes the focus can be shifted away from the end-goal and placed on the metrics themselves.
Although they may be important steps: social media activity, website visits, leads, even conversions (and the myriad of statistics associated with each of these) are not the end-goal. At the end of the day, the only number that concerns a business owner is sales… did sales go up, and by how much?