The biggest myth is that metrics matter. In the marketing advertising industry or the web industry, there are so many metrics that are used that are merely vanity metrics. Impressions, reach, traffic to your website all of these things if not part of something more important of an actual marketing system is merely vanity metrics. It doesn't matter if your website has 10K visitors a month to it, if none of them are in business or have businesses or need marketing or web services, what difference does it make if you have 10K or 100? You should much rather have 100 people who are growing a business, who could use marketing or use web help than have 10K visitors.