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Soft metrics are all those metrics that are not actual revenue. So, if there’s no dollar sign – or whatever your currency – it’s likely a soft metric. 


  • Website visitors 
  • Social media followers 
  • Pageviews
  • Social media reach 
  • Ad impressions 
  • Etc.

Theses are often good indicators for us to see if we are moving into the right direction to actual ROI, which is shown with a currency sign. 

Things to read next: 

Why a high pages-per-visit number is not always good

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How to not freak out when web traffic is down

Why soft metrics matter