7 Things You Probably Didn’t Know Are Screwing Up Your Metrics
If you're running a business, you've probably been told you should keep at least one eye on your metrics. Whether it's your website traffic, social media engagement, or email open rates, they all matter.
But here's the thing: a lot of business owners are looking at numbers that only tell you part of what you need to know...and those things you're overlooking could be throwing your data off quite a bit.
So, if you've ever looked at your analytics dashboard and thought to yourself, "Why don't these numbers match what's actually happening in my business?", don't worry, you're not going crazy. I'm going to talk a bit about some of the sneaky ways your metrics can get screwed up, and what happens when you don't take them seriously.
1. SEO Shifts (and Google's addiction to change)
Search engines aren't standing still. Google's been rolling out changes left and right, from AI-driven results to how local businesses show up in maps and featured snippets.
If you've noticed your website traffic dropping even though you're doing "all the right things," you might be caught in an algorithm update. And as I've said before, it isn't just about keywords anymore; it's about how helpful and trustworthy your content feels.
What happens if you ignore it? Your competitors will edge ahead in search results, and suddenly, the new coffee shop in town is outranking your business even if you've been here for years. In a place like Summit County, where so much of our traffic is seasonal, dropping off those page one results could mean being invisible when it matters most.
Check out my guide on Cracking the SEO Code in an AI-Driven World for budget-friendly strategies to keep your SEO in check!
2. The Cookie (and Consent) Problem
Cookies used to quietly track everything your customers did online. But now with new privacy laws and those ever-present cookie consent pop-ups (yeah, those ones), a huge chunk of your audience is opting out. That means the data you're seeing in Google Analytics or Meta Ads may only represent part of the picture.
So basically, if you're making marketing decisions based only on the people who said "yes" to cookies, you could be missing entire audience segments. Imagine planning your fall promotions for your Breckenridge boutique based on only half your actual visitors. Doing so means that your inventory, staffing, and ads could all be off.
What happens if you ignore it? You'll waste time and money chasing numbers that don't tell the truth, and you'll keep asking, "Why aren't my results matching up with what I see in-store?"
3. AI Is Shaping Your Visibility
AI isn't just for writing blog posts or creating graphics. Search engines and social platforms are already using it to decide what your customers see.
For example, Google's new AI summaries pull answers right onto the search results page, which means fewer people are actually clicking through to your site. On social media, AI-driven feeds are deciding whether your post about a new menu special gets shown to your local audience or gets buried under cat videos.
What happens if you ignore it? You'll wonder why your "reach" suddenly tanked even though your content is as strong as ever. In reality, if you're not adapting to these AI changes (by offering content people save, share, and engage with), your business visibility will remain non-existent.
4. Vanity Metrics (The Follower Trap)
I get it. It feels super good to see your follower count go up. But followers don't always equal customers. I've seen businesses get hyper-focused on likes and comments, but when we looked closer at their metrics, their sales weren't budging.
Why? Because those numbers don't always translate into action. You could have 10,000 followers who love your photos but never set foot in your store.
What happens if you ignore it? You'll invest time and energy into chasing numbers that look good but don't move the needle. Worse, you'll miss the smaller, more meaningful metrics, such as repeat website visitors, email sign-ups, or local engagement. You know, the things that actually tell you how your business is doing.
5. Ignoring Seasonal Swings
Summit County isn't like other markets. We don't have a steady flow of customers all year long. Ski season and summer bring huge spikes in traffic, while shoulder season can feel like a ghost town.
If you're not accounting for these natural ebbs and flows in your data, you might think your business is "failing" in May or October. But in reality, it's just the rhythm of our community.
What happens if you ignore it? You'll panic when numbers dip, make rash changes, or pull back on marketing just when you should be preparing for the next rush. And that can lead to being completely caught off guard when visitors start pouring back in.
6. Poor (or Inconsistent) Tracking
Perhaps your Facebook pixel isn't set up correctly. Or your Google Analytics is still running on old settings. Or maybe you switched booking systems and forgot to add the tracking code.
It happens more often than you'd think. And when it does, the numbers you're seeing aren't just slightly off; they can be downright misleading.
What happens if you ignore it? You'll make decisions based on faulty information. Imagine thinking no one's clicking on your event page, when in reality, the tracking code wasn't working correctly. Suddenly, you've cut back on promoting something that was performing well.
7. Forgetting the Human Side of Data
Metrics are numbers, but behind every click, view, and sign-up is a person. If you're only looking at data without considering the human story, you'll miss the bigger picture.
For example, maybe your email open rates are low. Instead of assuming email "doesn't work," ask yourself: Are you sending the right message at the right time? Are you talking to your audience like real people, not just data points?
What happens if you ignore it? Your marketing will start to feel robotic, and your customers will feel it too. Data should guide you, not replace the real connection people crave. See my post on marketing with heart (and numbers) for helpful tips on how to best work with data.
So what does this all mean?
What all of the above means is that at the end of the day, metrics are only as good as the context you put around them. If you don't understand what's shaping your numbers—whether it's AI, privacy changes, or seasonal fluctuations—you'll always feel like you're one step behind.
Remember, the biggest mistake isn't having "bad data". It's pretending the story your data is telling doesn't matter. And if you think metrics are just "background noise," you're leaving money, time, and opportunities on the table. The numbers are already talking. It's just a matter of learning how to listen and take action accordingly.
Have more questions about what your metrics mean for your business (and what to do about it)? Contact me today and let's chat about it!
Want Help Bringing These Ideas to Life?
If this Q3 check-in helped you uncover what's working (or what's not), and you're ready to refocus for the rest of the year, I'm here to help. Whether you need a strategy you can stick to or some hands-on support from a Fractional CMO to bring your marketing ideas to life, let's talk. Contact me today for your complimentary consultation.
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