Before you start your campaign, you need to make sure that you have actionable metrics to measure and report on. How do you know what’s an actionable or vanity metric?

Do your Actionable and vanity metrics vary year to year, depending on what’s trending in different industries and on social.
Review your post Actionable metrics are found on your highest performing posts, while vanity metrics are tied to the lowest.
Talk to your It’s up to you as a brand to determine which metrics are most important to present to leadership.
Look to your Actionable metrics will directly support them, vanity metrics will not.

The correct answer is:

Look to your Actionable metrics will directly support them, vanity metrics will not.