A flurry of tweets from Chris Savage, Co-founder and CEO of Wistia, hit me like a ton of bricks the other day.

In this thread, he talks about spending a large amount of money on an ad campaign and how it led him to realize that:

“The number of impressions does not equal the number of people impressed.”

This is a huge takeaway to consider. In podcasting, we struggle with similar vanity metrics like downloads not really giving a full picture of engagement.

So, as you’re analyzing your own content, remember to let go of the vanity metrics like impressions. Instead, focus on what’s moving the needle and causing your audience to take action.

For more marketing inspiration and resources, check out Creative Marketing Brief.