With all the data points we outlined in the first part of this section, it's easy to see how you can get overloaded and perhaps even distracted by insignificant data.

These are usually referred to as "vanity metrics". Things like Twitter followers, Facebook Likes, traffic, and time on site (in most cases), don't really mean much and won't help you perform better.

What you need to focus on are Key Performance Indicators (KPI) relevant to your success and the success of your customer.