What is are Vanity metrics?
Vanity metrics are visible and usually big numbers, like the number of likes or media impressions that are supposed to show the success of a company but do not show real value.
Likes, followers, views don’t necessarily correlate with the number of sales and can even be misleading as they might give a false sense of success without actually making a big profit and satisfying stakeholders.
Of course, if understanding their role correctly, they can be a good measure of brand awareness and can provide excellent feedback.