Church Metrics That Matter and Those That Don’t
As church leaders, we are dealt with the task of measuring a near impossible thing, spiritual growth. While we understand that God is the only one that knows the heart, we still need to be able to use data to inform us of what important steps of faith people might be taking and then to act upon this information. In this digital age, we find ourselves capable of measuring many things and having copious amounts of data by which to gauge interactions. You may have seen information regarding clicks, opens, reach, engagements, and many others. But which of these really matter and help give us an idea of what people are actually doing? In this article, we’ll help guide you to the important things we feel churches should be looking for instead of “vanity metrics”. What are “vanity metrics” you ask? Vanity metrics are statistics provided to you by many social media platforms that give you the illusion that your posts are doing well, when in reality they may not be doing well at all. The goal of social media platforms is to entice you to continue to spend money to increase the reach of your marketing efforts. They do this by using metrics that can mislead you to thinking there has been real engagement with your content when that isn’t the case. So it is important to know the metrics that really matter.