Metrics matter. People often say, “You get what you measure.” Metrics for metrics sake rarely actually contribute to the bottom line, however. When determining your web site metrics, it is better to focus on two or three that actually indicate value being created for the company than on a hundred that mean nothing.

Working really hard to improve the number of pages viewed on your site without understanding how each additional view creates value is asking for trouble. You may be increasing page views by such bogus methods as an automatic page refresh (as the Washington Post does with their home page) or by creating multiple clicks to complete a simple action, all of which frustrates your users. But your metrics look great!

Measure the creation and delivery of value. Ignore everything else.