Choosing the right web metrics

Gerry McGovern writes about measuring online performance. He says - "Just because something is easy to measure doesn't mean we should measure it."

I've been looking at improving how we support users of Google Analytics recently. There's a lot of demand for help with using the tool. But I've been focusing on why we should use the tool rather than the mechanics of how to.

Measuring outcomes is hard, but does that mean we shouldn't do it? Measuring inputs is easy, so does that mean we should do it? Are we saying to ourselves: "I don't have time to do it right, but I do have time to do it wrong?"

How to choose the right web metrics - article by Gerry McGovern