The ease of creating metrics has pretty much created an industry built on loose association and correlation, hardly ever causation. One of the great deceptions of the digital marketing era is measurability. This would indicate that there is some source of truth being conveyed by the metrics, which in fact there hardly ever really is, especially as the key metrics are delivered by the same guys who sell you the advertising that drove the metrics.
Source: Lies, damn lies & metrics – the death of digital media – Memeburn