Vanity metrics look impressive but provide no operational value—key performance indicators that predict profitability are what matter. Measurement without action is waste; every tracked metric should connect to a decision point. Comprehensive analytics infrastructure must drive actionable decisions. Essential metrics span the funnel: cost per acquisition, conversion rates by source, lead quality scores, buyer acceptance rates, and revenue per lead. Dashboards should surface problems before they become crises and create feedback loops enabling continuous optimization. Measuring downstream outcomes rather than lead volume reveals true business health.