Top 10 Overrated and Underrated Metrics

Rohit Bhargava, Vice President of Interactive Marketing for Ogilvy Public Relations, has written a couple of blog posts about what he thinks are the most overused and underappreciated metrics.

The Top 10 Most Overused Metrics of 2007

1. Impressions
2. Technorati Authority
3. Comments
4. Trackbacks
5. Time Spent
6. Keyword Conversion Rate
7. Number of Pages
8. Email Open Rate
9. Popover Click Rate
10. Page Views

The Top 10 Most Underappreciated Metrics To Track in 2008

1. Inbound Links (from influential sources)
2. Direct URL Access
3. RSS Subscribers
4. Email Link Referrals
5. Time Spent
6. Organic Keyword Referrals
7. Email Longevity and Multiple Opens
8. Abandonment
9. Clickstream
10. Microsharing

Note that time spent is included on both lists.